Almost one in three online consumers find inaccurate pricing in search ads displayed by retailers, according to a new survey conducted by YouGov.
The survey, commissioned by search marketing specialist Keybroker, also found that 42% of online consumers are frustrated by stock shortages of products advertised in online search ads. This could discourage buying from the retailer and force consumers to look at competitor offers.
Fredrik Holmén, MD of Keybroker UK says, “Retailers are failing to convert online sales opportunities because they are not adhering to some key campaign principles – keep the product prices you promote regularly updated, always ensure you have the stock to support each online advert and avoid onerous delivery terms becoming the final barrier to making a sale.
“These results suggest retailers need to integrate their online marketing campaigns more closely with their back-end merchandising and inventory systems. This integration can be automated to help ensure that promoted stock is always available and that advertised prices are accurate. The good news is that there is clearly a growth opportunity for those online retailers who address these issues ahead of their competitors.”
The online survey included the views of approximately 2,000 adult online shoppers across Britain.
Source: www.keybroker.com