New study reveals consumers are ‘uninspired’ by online shopping
Through a special arrangement, presented here for discussion is a summary of a current article from the Retail TouchPoints website.
Through a new joint survey, Compare Metrics and the e-tailing group have concluded that 67 percent of shoppers want to shop online because they find it fun and efficient, but most respondents still find their current shopping experiences uninspiring.
Of the 33 consumers in the study (which involved an online questionnaire and in-person sessions), 21 do 50 percent to 75 percent of their shopping online, while 11 conduct 25 percent to half online.
Asked to rate discovery experiences on top retail sites, respondents gave an average of six out of 10. More than half (52 percent) felt the majority of current web sites have become overwhelming due to a variety of factors, including irrelevant product details and content that distracts from visual elements.
"The shoppers do want more but they don’t want it all shoved at them at one time," said Lisa Roberts, VP of marketing at Compare Metrics. "For us, it feels like [shoppers] wanted this mix of simplicity with inspiration."
About three-quarters (73 percent) express fear of missing out (FOMO) when searching for products online. These consumers believe their searches are often misinterpreted and that "absolute" filters cut out product options they would have otherwise considered.
"That was a massive ‘aha moment’ for us," Ms. Roberts said in an interview with Retail TouchPoints. "It really was shoppers not trusting their search results and truly being afraid to select a certain filter."
Perhaps in an effort to address "shopper FOMO," 70 percent use browse-based navigation tools for product discovery instead of the traditional search box. Reported reasons for not using traditional search include limited and irrelevant results and feeling restricted to specific search categories.
The study points to three ways to create an optimal search experiences for shoppers:
- Create and refresh unique product content;
- Simplify the process by using standard default filters instead of custom ones; and
- Let shoppers identify the collection of filters they care most about, without limiting product options.
"In many ways, online is very cookie cutter, and that’s not just in search," Ms. Freedman said. "It’s in a lot of areas, where you can close your eyes and you couldn’t tell the difference between one site and another except for maybe the product that’s being sold. So I think it really comes down to differentiation. Retailers really need to be thinking about what they can do to differentiate their brands, assortments and merchandising."
- New Study Reveals Consumers Are ‘Uninspired’ By Online Shopping – Retail TouchPoints
- Think shopping online is boring? You aren’t alone. – Compare Metrics
Are current search tools inhibiting or frustrating online discovery on e-commerce websites? Are we at a point where e-commerce websites have to move away from being “cookie cutter” to offering customized differentiation down to search filters?