Here’s what does – and doesn’t – drive online purchases
Consumers have strong preferences when it comes to their online shopping experience.
More than nine in 10 (93%) consumers say they are likely to continue shopping with a brand when it provides personalized experiences. In addition, 85% of U.S., U.K. and Australian consumers surveyed by Attentive are more likely to purchase after receiving sales/price drops on desired items and 81% after back-in-stock notifications.
Other popular triggers for online purchases include:
- 73% of respondents are more likely to purchase when they get product recommendations relevant to their needs and preferences.
- 68% want brands to learn from their shopping habits over time, including 81% of millennial respondents and 73% of Gen Z respondents.
- 57% are more likely to purchase when they see the same promotion across channels, and 73% of those prefer promotional follow-ups that add something new.
- 53% say remembering their preferences is a top factor that leads them to continue shopping with a brand.
- 47% say remembering their past interactions as a top factor to continue shopping with a brand.
[READ MORE: Survey: Consumers expect favorite brands to actively send relevant deals]
Personalization preferences
Respondents say marketing feels personalized when it:
- 48%: Uses preferences they’ve shared (e.g., size, style, interests.)
- 47%: Keeps them updated on things they care about (e.g., back-in-stock alerts, sales on items they’re interested in).
- 41%: Features products that complement what they’ve browsed or bought.
- 38%: Reflects what they’ve recently done with the brand (e.g., products viewed, added to cart, or purchased).
- 35%: Anticipates their needs (e.g., refills, seasonal items).
Respondents are also interested in personalized marketing, even in the face of growing concerns regarding online consumer privacy. Seven in 10 (71%) respondents are taking steps to protect their privacy, yet 69% of privacy-conscious respondents still want brands to learn from their shopping habits over time, compared to only 66% who aren’t privacy-conscious.
Online shopping turnoffs
Seven in 10 respondents say they feel overwhelmed, uncertain, or that it takes too long to find an option they like when shopping online. When they feel this way:
- 62% keep browsing for more options.
- 61% look for reviews or recommendations to help them decide.
- 38% postpone purchases for later.
- 21% give up on purchasing completely, with younger shoppers more likely to give up.
The wrong messaging can also inhibit online purchase behavior. Almost two in three (64%) respondents say brand messages are too generic, and 80% are likely to ignore brands that send irrelevant messages. More than half (56%) say they often or very often receive irrelevant messages.
Attentive surveyed 1,050 consumers across the U.S., U.K., and Australia about online shopping and marketing preferences and habits.
