Only half of the difficulties experienced by customers on ecommerce sites are identified by the associated brands, according to a new report by User Replay.
The Online Customer Experience - Counting the Cost of Not Knowing, a research study of over 200 heads of ecommerce in the UK and US, found that so many brands were now focused on getting customers to their website that only a third stated they truly understood the customer journey and purchase process.
71% think a lack of investment in online customer experience is impacting growth in their organisation online.
Interestingly, mobile commerce is seen as the biggest barrier for most ecommerce sites contributing to the limited visibility of the customer experience for 40% of those surveyed, followed by a lack of technology to quantify and prioritise online customer issues (33%).
However, businesses are aware of the concerns and 76% plan to invest in improving the customer experience for online channels over the next 12 months.
“Customer experience is rapidly becoming an area of strategic importance for ecommerce businesses,” says John Thompson, CEO, User Replay.
“While many are now excelling in driving visitors to their online channels, this effort can prove fruitless if the business has limited visibility of the customer experience through to purchase. Any issue can have a significant impact on conversion rates. Businesses therefore need the flexibility and agility to identify these issues, however big or small, and resolve them quickly.”
2014 statistics from the Baymard Institute estimated that around 67% of online shoppers abandon carts before purchase, highlighting the financial repercussions of failing to understand customer journeys online.
Research from Genesys last year also stated that the vast majority of ecommerce providers do not have a follow-up process for cart abandonment, with a study of the UK’s top 75 retailers discovering that 85% let shopping cart abandonment go unchecked online.