Survey Finds Incorrect Or Incomplete Content Drives Away Online Shoppers

By Christine Kern, contributing writer

98 percent of shoppers have abandoned purchases due to bare-bones website content.

Maze-like websites with bare-bones content  that have incorrect or incomplete content could be costing brands big time in lost sales, according to a new report from Episerver  that shows 98 percent of shoppers have abandoned a purchase due to incomplete or incorrect content on a brand’s website. And a third of consumer have been turned off by incorrect or incomplete content every time they shop.

The "Reimagining Commerce" report illuminates a serious disconnect between brands’ content management strategy and consumers’ expectations, demonstrating that brands are not meeting their customers’ demands when it comes to the digital experiences they deliver. In today’s competitive landscape, the quality and accuracy of content literally means the difference between making a sale and losing a potential customer forever. When consumers browse brands’ websites, they’re window shopping, and a poorly designed website with opaque or non-existent product descriptions will turn them away just as quickly as a disorganized or dirty looking store.

The discord between content management strategy and expectations becomes even more crucial because the study found that some 92 percent of first-time visitors to a website have no intention of making a purchase; rather, they visit to browse, compare, learn, and then perhaps to buy.  That means other key engagement opportunities are being lost in the brand focus on transactional affairs.

Ed Kennedy, senior director of commerce at Episerver, asserts that while some brands are meeting online shoppers' expectations, many others are failing to personalize the experience in the way customers want.

"Just as a poorly designed storefront or cluttered displays can deter shoppers from a physical store, a website or mobile app with lackluster content can turn off consumers and in many cases, discourage them from making a purchase," said Kennedy. "Our study shows consumers really care about content when shopping online, not only the quality and accuracy, but also how it's delivered to them. Complete and accurate content is now table stakes, and brands looking to go above and beyond must consider personalization."

Some other key findings from the report include:

• Forty-three percent of customers are open to customized in-store experiences
• Shoppers are six times more interested in receiving offers personalized by their location (44 percent) than they are in trying virtual reality (7 percent) while they shop
• Twenty-one percent of shoppers are more likely to buy again from brands that personalize their digital experience than those that do not; 17 percent are more loyal