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Zendor Identifies Usability As Biggest Frustration For Online Shoppers

Press Release

By: Zendor
10 March 2005

In a survey of over 100 online shoppers, Manchester-based fulfilment and distance selling expert Zendor has found that a third of respondents nominate poor website usability as their single biggest frustration when shopping on the Internet. Technical difficulties and issues around delivery services rank second and third respectively in the survey, which was conducted by Zendor to better understand the frustrations and needs of online customers.

Of the respondents who identify poor usability as their single biggest frustration, specific problems include ‘illogical’ and ‘overly-complicated’ order and check-out processes, ‘confusing navigation’, and ‘difficulty in locating products’ through browsing or the search facility. The majority (74%) of respondents state they have in the past abandoned a purchase and/or claim to have never returned to a particular site (61%) as a result of a previous bad experience. These findings should interest any retailer concerned about the impact of poor usability on conversion rates and return visits.

Technical problems rank second behind usability with 20% of respondents stating issues such as ‘slow sites’, ‘websites crashing’ and general ‘glitches’ as their biggest frustration. As with usability, the majority have abandoned purchases and/or been put off a site permanently as a result of their experience. Of the 15% of respondents who cite delivery issues as their biggest bugbear, the majority refer to ‘lack of delivery options’, ‘problems with returns’ and ‘high P and P charges’, although a minority (20%) are put off returning to the site as a result. Other issues highlighted by the survey include problems with compulsory registration, unwanted marketing activity, lack of customer service support, and online security concerns.

Nick Allen, Chief Executive of Zendor explains, “It is not surprising that online shoppers rate good usability and navigation, reliable technology and appropriate delivery options. What stands out is the scale of the negative impact on conversion rates and return visits. The research clearly indicates that retailers provide a poor online shopping experience at their peril. Online shoppers are an unforgiving and disloyal group, always ready to migrate to another site, and retailers would do well to remember this when they look at developing their online channel.”

Zendor’s survey is corroborated by an Interactive Media in Retail Group report (February 2005), which shows ‘web design, usability and testing’ as fourth on the list of retailers’ priorities in e-retail up from eleventh place last year (‘customer retention’ is first). This suggests that retailers transacting online are beginning to realise the importance of usability and good customer-focused design for e-commerce success.