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Unhelpful product recommendations on mobile apps fuel stressful shopping, study says

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More than a half (65%) of UK shoppers say that unhelpful product recommendation on mobile apps make them feel stressed, says a new study.

According to research conducted by Clicktale, 15% of the surveyed UK shoppers say that they have “lost their temper” when shopping via a smartphone, with 75% feeling “agitated” when a mobile app freezes and 80% say that slow loading times is a significant contributor to their negative mobile experiences.

The research also suggests that customers’ stress levels rise as they navigate through a site, reaching a tipping point during the checkout process. In reporting the most nerve-wracking digital experiences, 85% of the polled clients feel “stressed” when a voucher code fails at a checkout. At the same time 12% report feeling “stressed” and 10% experience “high levels” of stress when merely shopping online.

When it comes to unpleasant in-store experiences, 83% feel “annoyed” by a shop assistants, and 79% are “stressed out” by them making recommendations for products they would never buy. 

Geoff Galat, CMO of Clicktale says: “Now, we are seeing evidence that ecommerce sites and apps are actually making consumers more, rather than less, stressed. To fix this, retailers and brands need to work much harder to pick up on and address the ‘micro-stressors’ throughout their sites and apps – ensuring that consumers have a stress-free shopping experience and are kept in a positive buying mindset. It’s long been assumed that, because consumers are able to shop from the comfort of their homes, the stressful elements of the shopping experience have been removed. Clearly, this isn’t the case.”

He concludes:”Even seemingly insignificant stimuli can have a strong impact on customer emotions, especially when it comes to irritation over poor page layouts and slow search speeds. While previously overlooked by brands, these seemingly minor stressors can significantly impact the customer experience, digital conversion rates and, ultimately, the business’ bottom line.”

Image credit: Fotolia

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