US shoppers 'frustrated' with sites
- Added:
- Dec 28, 1999
The SIIA failed to find any shoppers who were ‘extremely satisfied' with their internet shopping experience. 17% of respondents had a query about products or services and three quarters of these found the desired information on the retailer's FAQ page, but a fifth were unable to find an answer on the site.
20% of shoppers found the interfaces difficult to use and one shopper found it impossible to pay for the selected product and check out of the store. Other problems included lack of shipping information and in-stock status and the inability to have items delivered to a different address than the billing address.
20% headed straight for a site they had learned about from offline advertising.
Most respondents began their shopping trip at a familiar, bookmarked site while only 15% of shoppers started out at a portal site.