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90% Unhappy With Online Transactions
By Manoj Jasra
Expert Author
Article Date: 2007-09-25
Consumers consistently find that web sites are broken and completing transactions is a major challenge.
The fundamental problem: the world's leading retailers, travel sites, insurance companies and banks are not equipped to service customers after they drive them to their site --- they cannot identify, understand and address the critical problems affecting their customers, resulting in abandonment, defections and overall poor experience.
 Recently, Harris Interactive, in conjunction with Tealeaf, a customer experience management software provider, released the results of its third annual survey of online consumer behavior and transaction experiences. Here's a sample: * A staggering 90% of consumers experience problems when conducting online transactions, a number that has not improved even a fraction in three years.
* When faced with transaction problems, almost half of the people (42%) abandon their transactions and in many cases, click to a competitor's site.
* Of the consumers who call customer service to try and resolve their online issues, the majority find the agent doesn't understand their own web site let alone their specific online issue, resulting in further defection.
* Over half of consumers surveyed had gone so far as to dispute an online transaction. Late last week I had the opportunity to discuss the results from the customer satisfaction survey with Tealeaf's Senior Vice President of Marketing, Geoff Galat. Here are some of the questions I posed to Geoff (Listen to the audio version of our conversation).
 Can you provide us with some background on the survey, specifically what were your motivations for conducting it?
What was the technology and methods used to collect the data? Also, what were the demographics of the participants who took part in the survey?
90% of Consumers still experience problems with online transactions; you'd think this number would be a lot less - what are your thoughts on this?
What do you believe is the biggest cause for the 42% abandonment rate on transactions?
Can you talk a little bit about the business impacts?
Is there one thing that you can single out as being the area where companies can vastly improve upon? (In regards to the consumers' online shopping experience)?
Comments
About the Author:
Manoj has been working in the search engine marketing industry since 2002. He started out as a software developer but now provides in-depth web site analysis using web analytics.
http://www.enquiro.com
Manoj is also the author of Web Analytics World. Web Analytics is an essential component in developing a successful
online campaign. Help convert visitors into customers by understanding
them.
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