Study: Online shoppers not always ready to buy

While the path-to-purchase often starts online, a majority of interactions with a brand's website do not end in conversion.



In fact, 92% of consumers’ initial visit to a brand's website doesn’t lead to a sale, according to “Reimaging Commerce,” a study from Episerver. The study tapped more than 1,100 consumers to learn the importance of relevant and engaging content throughout the purchase journey.



While shoppers may visit a brand's website or mobile app with the explicit intent of making a purchase, one third of consumers rarely or never complete checkout. Further, 98% of shoppers have been dissuaded from completing a purchase because of incomplete or incorrect content on a brand's website — an issue that underscores the need for descriptive, accurate content.



Among shoppers visiting a website for the first time, 45% are searching for a product or service, one-fourth are comparing prices or other variables, and more than one in 10 are looking for store details, the report said.



"The content customers see and the experiences they have while interacting with a brand online are crucial to shaping their purchasing behavior,” said James Norwood, chief marketing officer and executive VP of strategy at Episerver. "While not every consumer visiting a brand's website is there to make a purchase, brands must consider how the experience of their websites — from navigation to checkout — supports engagement."



When consumers are prepared to make a purchase on a website or mobile app, 60% go directly to the product page for the item they're looking for. Another 18% look at sale items first, and 7% seek out customer testimonials before anything else, data revealed.



However, online shopping continues to gain traction, as two thirds of shoppers plan to make more purchases online in 2017 than in 2016. And, 91% of the most frequent shoppers expect to make more online purchases in 2017. To keep up this momentum however, retailers must deliver a seamless online experience.



"What shoppers see on a website or mobile app, and how it is delivered to them, can make or break their final decision to make a purchase," said Ed Kennedy, senior director, commerce at Episerver. "Consumers expect the content they're shown to be relevant, accurate and, increasingly, customized to their preferences and location. To compete in 2017, strong content is no longer negotiable.”