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Lack of product images deters e-commerce customers

Published
today Jun 14, 2019
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A new survey has found that e-commerce retailers are losing out on additional revenue by making simple errors.



Carried out by digital marketing agency, Marketingsignals.com, the survey of 1,213 UK adults showed the top 10 reasons that deter potential customers from purchasing from a website, and failing to provide good quality product imagery was found to be the primary reason (61%).

Inadequate product descriptions are also a deterrent for 57% of shoppers, whilst more than half (52%) cited lack of customer service.

Completing the top five issues that put off shoppers are overly intrusive discount pop ups (47%) and having over complicated check-out process (43%).

“It’s clear from the research that many potential customers are being put off from making a purchase from websites they are not familiar with, which makes it so much more important for e-commerce businesses to make the checkout process as simple as possible in order for them to complete their transaction smoothly,” said Gareth Hoyle, managing director at Marketingsignals.com.

Customers want to know as much as possible about a company before making a purchase decision, the survey revealed. Having social media accounts can make a difference here, as a 41% of those surveyed said they would be put off if an ecommerce business has little or no social media presence. And the lack of an ‘about us’ page could be another deterrent for 16% of shoppers.

Finally, lack of delivery options (34%), websites that are not optimised for mobile devices (27%) and not accepting alternative payment methods including PayPal and Apple Pay (11%) are some of the simple mistakes that could be costing retailers hundreds of pounds.

“Internet savvy consumers are always keen to spot a bargain, though can be put off by over complicated or seemingly untrustworthy websites when attempting to make a purchase, instead opting to buy from a site they already know and trust. So what this research demonstrates is that it’s clear that there are simple steps e-commerce businesses can take in order to improve conversion rates from first time visitors to their site,” Gareth Hoyle concluded.

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