This is what the perfect web store looks like according to customers
E-COMMERCE What is the number one feel-good factor in an online store that makes customers want to shop there again and again? A recent study by the Internet World trade fair shows what customers expect from online stores.
Simplicity and speed are the most important factors to satisfy online shoppers.What do you do to keep customers coming back and not shopping at the competition? Or, to put it another way: What does a store have to look like, feel like, and function like for consumers to name it their favorite store? The Internet World Messe study shows that the basics of web stores must be right first and foremost: For 86 percent of users, it is particularly important that shopping is easy and fast, and 79 percent find a good price-performance ratio particularly relevant. A large selection is expected by 78 percent of users, and for 73 percent, good service is a reason to become a repeat buyer at an online retailer.
Fast and easy shoppingFrom the user's point of view, speed is one of the most important web store features. For 83 percent of users, finding products quickly has a major influence on regular use of an online store. Likewise, 83 percent also expect a fast, uncomplicated ordering process. Good shipping and returns conditions convince 79 percent of users to visit the respective web store regularly, while clarity is an important factor in customer loyalty for 78 percent. Mobile usability still has a major influence on repeat purchases for almost 40 percent. In contrast, only just under 30 percent of web store customers expect to find a retail store "offline".
Special functionalities rather freestyle than mandatoryAs many as 41 percent of German Internet users attach importance to a special shopping experience. It is primarily female and young users who shop with a focus on experience. When it comes to special services, user opinions are divided. Above all, good product presentations are honored as an important feature (47 percent). Personalized offers are relevant for just over one in five users, and special advice via live chat is expected by just one in ten. Young users under 30, on the other hand, attach much more importance to unique services such as virtual try-on options (24 percent) or live chats (15 percent).And the likeability factor is not to be neglected either: 43 percent of all users stated that an online store has to be likeable for them to shop there repeatedly.The entire study is available here. here.
