Britons abandon online stores due to website errors

Posted on January 27, 2011


The number of online shoppers soared during the Christmas period, beating last year’s figures, according to recent research. A survey carried out by Tealeaf and YouGov revealed that the numbers of online shoppers had increased, but 5.3 million customers had abandoned their shopping as a result of website problems including website errors, problems with the functioning of the site, delivery costs and complicated processes.

Nine percent of the shoppers who took part in the survey also revealed that they would share their experiences using social media, with 34 percent admitting that they would never make a purchase from a website that had received negative feedback. Online shopping has become extremely popular, especially at Christmas when the whole process of shopping for gifts is made much easier. Over half of the people surveyed said that convenience was the largest incentive, with 52 percent citing stress reduction and lower prices as other reasons to shop online.

To maximise opportunities, online businesses have to take responsibility for customer satisfaction. It is far too easy for customers to abandon their shopping carts and move on to the next website. Web content is one of the most important elements of your website, conveying clear and accurate information. Spelling and grammatical errors will signal a poor impression, losing valuable customers. Companies who outsource content writing will benefit from a professional website that is easy for customers to navigate. A professional writer will present content that is original, relevant and also optimised for the search engines.

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