Five common causes of online customer struggle. Each one results in an unsatisfactory experience that costs ebusinesses revenue and can lead to brand damage.
- Path Confusion: Shoppers are unaware how to accomplish a task such as search for a product, get an answer to a customer service question or purchase an item.
- Information Confusion: Shoppers do not understand information on a web page.
- Process Concerns: Customers aren’t aware of a process such as the ability to submit a loan application online or change their mailing address through the website.
- Content Fragmentation: Information is spread across the site, requiring shoppers to hunt for answers in different sections.
- System Failures: Nothing is worse than a failed transaction. Customers will abandon a retailer when they don’t have confidence in the company.
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