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Prêt à porter online : les consommatrices françaises et britanniques sur la même longueur d'ondes

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For this second edition of the e-Performance Observatory Yuseo conducted by the lending industry to carry, the study was conducted simultaneously in the markets French and English. This edition has mobilized 2,400 cyberacheteuses 7 to test websites sector specialists in France and 9 sites in England including 3 Suisses, Asos, The Redoute.fr, Mango , Marks & Spencer, Newlook, Promod, Topshop and Zara.

first observation scores in 2011 is that much worse than those obtained in 2010 with a merchandising online sites that proves less effective (down more than 20%) that directly impacts the flow and pleasure of navigation. As a direct result, the user satisfaction for France is down 15% compared to 2010 (6.1 / 10) while on the English market, the rating is 6.8 / 10.

Considering the data collected during the study, the major expectation of French cyberacheteuses rest to benefit from price ranges to suit all budgets, pricing remains a key element in the decision making on the Internet. However, further tariff considerations or width range usually found, the freedom and flexibility to return items purchased after delivery, with minimal constraints, emerging as a strong expectation about this industry.

At the other end of scale, "Fashion Tips to associate products" are found largely relegated. In the same way, the "presence of known brands" like "put forward Specials" are not sought after by surfers. On the UK market, the logic expressed by cyberacheteuses is very comparable.

In terms of focus on essential features over 60% of participants PRAISE "multiple images", "zoom" and "the product presented in different colors available ". Far behind, "the fashion advice of stylists", "revenue sharing with my family (social networks, email)" and "virtual fitting" is a laggard (selected by less than 10% of participants). Shopping Cart Abandonment too often the theme of abandonment of their last online shopping, more than 9,000 cyberacheteuses in France were interviewed: more than 69% confirmed that they had dropped out of (often or sometimes). If giving directly impacts conversion rates signs and pleased to competitors (32% went to the competition), 37% of state cyberconsommatrices reiterate their latest research on the same site. Regarding purchase of clothing products The main reasons for changing sites are "the high price of delivery" (61%) clear lead followed deadweight Internet (51% benefit from better prices and promotions). "The frequent unavailability of products" (42%) and "vague descriptions" (38%) are unsurprisingly widely mentioned as a reason for change. These scores are again consistent between the two markets in terms of importance. however, differences appear between the two countries regarding the elements on which cyberacheteuses attach importance to become faithful. Although the component "attractive prices" tops (75%), the UK will emphasize the width of the offer, the quality of the visuals and delivery terms while the French are more strongly attached to promotions to the width of the offer and enjoy browsing.

Experience disappointing navigation

With signs in high reputations in the industry as ready to wear, the expectations of users are inevitably high. They have obviously not been fully satisfied at the end of the 15 minute boat ride from the study: on average 20% of participants no longer planning to visit evaluated at the end of the study when they had a favorable opinion beforehand.
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