Have you seen The Customer Experience Factbook?

In this 180+ page report, you'll find all the information and support you need to build a profitable, effective CX Improvement Program that spans every part of your business. You'll be able to implement and manage meaningful and profitable change, and grow your bottom line despite a slowing economy.

Get it on Amazon (Kindle/Print)

Most customers are unhappy with online shopping experiences

Simple customer satisfaction is no longer enough to compete

The research, which surveyed 4,000 consumers and over 500 marketers across the UK, US, France, Germany, Austria and Switzerland, exposes the areas of digital experience where brands are bringing - or failing to bring - happiness to their customers, and aims to prepare brands for the next generation of online experiences.

What makes customers unhappy?
It revealed that the top three causes of customer unhappiness when shopping online are when a site uses pop-ups and adverts (49%), when a site or app crashes during checkout (48%) and when a discount code doesn't work at checkout (45%).

Other elements of online shopping that make people unhappy include when a website or app goes offline (23%), and when a customer can't find what they're looking for (42%).

The research shows that for almost a third, online shopping is associated with boredom, frustration and even anxiety. Of all the respondents, 30% reported feeling merely "content" with their digital shopping experience.

The Covid Effect
With 37% of respondents saying they will avoid physical stores this holiday, the report highlights the need for brands to realize that the battleground is now fully digital and they can no longer rely on footfall to drive sales. Instead, Contentsquare suggests that 2021 will be the time for brands to get serious about making online experiences just as good as (or better than) those in-store.

Commenting on the findings, Jonathan Cherki, CEO at Contentsquare said: "The end goal of any great digital experience should be to ensure customers leave your app, site or online store happier than when they arrived. The days of talking about customer 'satisfaction' or judging success based on NPS scores are over. Now, as encounters in the physical space become more distanced and remote, brands must endeavour to make more meaningful, emotional connections with their customers.

"In 2021, digital happiness will be a major part of this effort, with brands working hard to create experiences which don't just leave customers satisfied, but genuinely bring them joy. The need to build positive experience is also being accelerated in 2021, with Google launching a new ranking algorithm designed to judge web pages based on user experiences. It will score a webpage on a number of areas of a site's pages, including load time, interactivity, and the stability of content as it loads," concluded Cherki.

Have you seen The Customer Experience Factbook?

In this 180+ page report, you'll find all the information and support you need to build a profitable, effective CX Improvement Program that spans every part of your business.

You'll be able to implement and manage meaningful and profitable change, and grow your bottom line despite a slowing economy. Grab this goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, technologies, research, suppliers and partners, plus all the supporting arguments you need to build a solid CX strategy.

While most marketers could list maybe a dozen key points for improving their brand's Customer Experience (CX), the researchers and writers at The Marketing Factbook have identified FORTY main 'CX Keys' which will help you drive your customers to new levels of delight, loyalty, advocacy and profitability.

The areas in which customers have direct contact with your organization are perhaps the most obvious places in which CX improvements can be made, and this report addresses all 24 of these 'Direct CX Keys', applicable to offline and online businesses alike.

At the same time there are many other areas that indirectly affect CX (such as the supply chain, policies and processes) in which every business can make simple but far-reaching improvements. This report guides you through the problems and solutions for all 16 of these 'Indirect CX Keys', many of which are often forgotten or under-played even in the best CX strategies.

Get it on Amazon (Kindle/Print)