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The Value of Customer Feedback The top 10 things online shoppers complain about, and how to solve them in 2016
The Value of Customer Feedback The top 10 things online shoppers complain about,
and how to solve them in 2016
What you’ll learn
‣ The importance of customer feedback
‣ The top 10 complaints of 2015
‣ What customers are saying: sample feedback
‣ Where to access solutions & best practice examples
Why is customer feedback so important?
Customers today don’t think twice about going elsewhere if they’re not getting the experience they expect from your brand
$4 trillion The amount left on the table in Q1 of 2015 due to customers abandoning
retailer sites*
*Source: BI Intelligence, 2015
Customer feedback has become an increasingly valuable part of customer experience.
It’s more important than ever that retailers listen and act on feedback order to deliver exceptional experiences and maintain their competitive edge.
“How valuable is each digital customer experience optimization technique that you use or plan to use?”
Extremely valuable Valuable
Base: Digital marketing and eCommerce decision-markers at organizations with more than 500 employees. Source: Forrester, ‘Optimizing the digital customer experience’, 2015
Web analytics (N=128)
Voice of the customer feedback (N=118)
Mobile optimization (N=126)
Rules-based behavioral targeting (N=117)
Algorithm-based behavioral targeting (N=106)
Multivariate (MV) testing (N=101)
Recommendations engine (N=112)
A/B testing (N=110)
41% 45%
28%57%
41% 42%
49%32%
32%
32%
27%
34%
46%
45%
47%
35%
But what are customers saying?
Here at Qubit we’ve analyzed over
1.5m
hand-typed nuggets of feedback, from over 400 websites globally since 2011
It’s fair to say there have been a few changes over the years…
2011
#1 Price
#2 Product description
#3 Stock availability
2013
#1 Price
#2 Product range
#3 Size
2015
#1 ?
#2 ?
#3 ?
So where are we in 2015? Read on to discover the
new top 10…
#10
Errors & bugs
What do people complain about?
• Browser or device specific errors • Problems loading pages • Functionality issues
Sample feedback:
“Site is really slow. Pages crash. Very annoying”
“Your site just doesn’t work on mobile devices”
“Dress page doesn’t seem to have a filter - is this a bug?”
#9
Images
What do people complain about? • Number and variety of photos • Size and quality of images • Issues when viewing on tablets or
mobile
Sample feedback:
“Nice site, although unfortunately not iPad friendly”
“Larger, clearer pictures”
“360 view would be great!”
#8
On site search
What do people complain about? • Inability to search on specific topics • Insufficient filtering on searches • Bad or irrelevant search results
Sample feedback:
“I’d like to be able to filter on price range and discount level”
“Better navigation. Need to be able to refine searches more“
“Search function loads too many non-relevant results”
#7
Navigation
What do people complain about? • Inability to find particular features • Difficulty finding specific items
Sample feedback:
“Hi! I cannot find the button for making a ‘wish list’”
“When you click back, after viewing an item in further detail, it goes back to the original option of viewing items over several pages rather than the one I chose which was to view all”
“Very hard to find what you are looking for”
#6
Discounts & sales
What do people complain about? • Lack of more frequent or higher discounts • Problems with codes or vouchers • Incorrect or difficult to find information
Sample feedback:
“If an item is temporarily out of stock at least let customers order it so we can take advantage of the 25% discount” “It states ‘extra 10% off ALL sale items’ but when I added the rug to my basket it didn’t take the 10% off!”
“Have a page about when the next sale will be happening, I don’t like being told about a sale days after placing an order!”
#5
Stock availability
What do people complain about? • Items displayed that are not in stock • Unavailable items or lack of
information on specific items • Ability to check stock in stores
Sample feedback:
““Knowing when items will be in stock would be useful!”
“Shame so many sizes are out of stock” “If an item is not in stock don’t let it go into the shopping basket”
#4
Site functionality
What do people complain about? • Poor performance on particular browsers or
devices • Login or registration issues • Lack of additional features
Sample feedback:
““Set up a wishlist so that items can be saved for next time”
“Had to access site on laptop as links on the mobile site (both iPhone and iPad) don’t seem to be working”
“I forgot my password last night... but password change reset only arrived in my email inbox this morning. Frustrated as I wanted to order last night”
The top
3
#3
Size
What do people complain about? • Size conversions can be difficult (e.g. UK vs US
vs EU sizes) • Unclear what sizes are available • Unclear what the sizes mean
Sample feedback:
“It would be nice to have more info on sizing, such as waist size”
“Please put an American conversion chart in. Can’t buy jeans if I don’t know what size they are!”
“I want to select by size and fit at the same time,
and not find that when I get to the product, it is there, but it is only available in the colour or the size I don’t want”
#2
Price
What do people complain about? • Expense • Added costs (e.g. delivery) • Some currency queries • Lack of detail around pricing
Sample feedback:
“Just looking for lower priced items” “Add price categories to the site”
“Sliders for price range would be useful so it’s more specific”
“Would love it if there was place on the site that prominently showed details on delivery costs and times, especially international”
#1
Product range
What do people complain about? • Choice of products • Lack of information about available
items • Availability of specific items or brands
Sample feedback:
“More sandals and pumps please”
“Show more brands”
“View all items in a category or be able to select more items to a page”
For the first time ever Product range has surpassed Price as the most complained about topic, demonstrating a dramatic shift in consumer expectations.
Want to know more about how to solve these issues? Download the full report here, or get in touch for
more information [email protected]
