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Reputation now counts for more than price with online shoppers

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The reputation of a retailer is what online shoppers take into account most when making a purchase online, according to new findings from user experience consultancy Webcredible. The ecommerce persuasion poll found that 28% of online shoppers are most likely to be persuaded to make an online purchase by the reputation of the retailer, showing that security is still a major concern when it comes to online shopping.

Despite the current economic climate price, at 26%, was only the second most likely factor to persuade consumers to make an online purchase.

After the reputation of retailer and price, the look of the ecommerce website (16%) and its ease of use (15%) were identified as the next most likely factors to persuade respondents to make a purchase.

In addition, 4% of respondents identified special offers as the factor most likely to persuade them to make an online purchase, 3% chose delivery flexibility and 2% picked appearance on search listings as the key factor. In contrast, 5% of survey respondents said that none of these factors would persuade them to make an online purchase, largely because they would have done their research and known what they were going to buy, and where from, before going online.

“Retailers must ensure that their websites are well designed, easy to use and well-optimised for search and combine this with competitive pricing and a well-built reputation,” says Mrudula Kodali, senior consultant at Webcredible. “Only then will they be able to really maximise revenues by making the most of these online shoppers that are open to persuasion.”

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