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Consumers’ expectations of retail websites continue to increase

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Nearly half of all UK shoppers claim they would leave a retail website if it failed to show them what they wanted first time round, according to the latest Trust Index from Avail Intelligence.

Key findings from the research for the Index, base on a survey of 939 respondents across the UK, include:

  • 63% have increased their use of price comparison sites

  • 53% are now using external search engines more regularly to find the best deal

  • 45% stated they would immediately leave a retailer’s site without refining their search if it failed to show them what they wanted on the first page they arrived at

  • 53% claimed retailers are returning generic, one-size fits all content on the first page they are directed to from a search on an external search engine and 21% said that this content is totally irrelevant

  • 22% said it was very likely that they would make additional purchases if the retailer showed them a good deal in response to their initial request

  • 6% stated they were now making greater use of cashback websites

“What’s clear from our latest Trust Index is that many consumers aren’t taking the time they once did to browse a retailer’s website,” says Pontus Kristiansson, CEO of Avail Intelligence. “Instead, they expect to be shown what they want the moment they are directed to a site following an online search. There is clearly little margin for error, and greater personalisation is the key to success for retailers looking to convert that web traffic into paying customers.”

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