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Consumers Rank Top Pet Peeves for Ecommerce Holiday Shopping: Study

Consumers

Consumers revealed their top frustrations for online holiday shopping today in a new survey released by Contentsquare, a global leader in digital experience analytics. The most significant pain points for online shoppers include:

  1. Slow website loading times (20%)
  2. Excessive pop-ups (19%)
  3. Item unavailability (19%)
  4. No quick-purchase checkout options such as Apple Pay or PayPal (17%)
  5. Poor search results (9%) and sites not configured for mobile (tied at 9%)
  6. Promotion didn’t work correctly (8%)

“Ease of shopping and reduced annoyances are critical for online consumers,” said John O’Melia, Chief Customer Officer at Contentsquare. “We’ve seen from internal data that while cart abandonment is lower during the holidays than at other times of the year, the high occurrence of ‘rage clicking’ indicates shoppers are also more frustrated during the holidays, even when shopping online. Retailers that ignore slow loading times, misuse pop-ups, promote out of stock items, and have inconvenient payment options do so at the risk of losing a significant amount of customers and sales.”

Key Reasons for Cart Abandonment During Holiday Shopping

The 2023 consumer study also found that more than half of shoppers surveyed (54%) noted that they would shop elsewhere this holiday season if a brand’s website or app loads too slowly. Interestingly, more than one-third of shoppers also indicated they are likely to reconsider finalizing a holiday purchase when they reach the checkout page if a promotion doesn’t work. No free shipping deterred 25% of consumers surveyed from finalizing their purchase, and 15% left because the checkout page was either too slow or crashed.

Most Compelling Holiday Purchases for Consumers

The luxury vertical will continue to see strong results, with shoppers indicating that they are most excited to purchase luxury items (27%) this holiday season, followed by gift cards (16%), apparel and shoes (15%), electronics (12%), and toys (11%). 

This new consumer data is supported by Contentsquare’s Benchmark 2022 holiday analysis, which showed that shoppers’ online behavior changes significantly during the holiday shopping season compared to the rest of the year. A few notable differences include a 67% increase in traffic daily and a surge in mobile’s share of traffic from 72% to 77%. Bounce rates during peak season–Black Friday/Cyber Monday–drop 30% on desktop and 10.6% on mobile. In addition, shoppers engaged more on websites, but reached purchase decisions more quickly than they do at other times of the year.

Contentsquare’s 2023 holiday consumer survey also found:

Methodology

Contentsquare’s findings are based upon a survey fielded in November 2023, conducted by email, and are based upon samples from 649 consumers located in the United States. The samples were proportionally balanced by gender. Further details on the report are available upon request.

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