Negative user feedback is top reason British consumers abandon online shopping baskets; across Europe, unclear/confusing service expectations was No. 1 reason for abandonment, finds study

Cindy Allen

LOS ANGELES , March 26, 2012 (Industry Intelligence) – According to a study of 3,000 consumers by customer service technology company eGain Communications Corp., British consumers are most likely to abandon their online shopping baskets because of negative user feedback, Internet Retailing reported March 26.

Thirty percent of British respondents said that they would likely abandon online baskets if they saw negative ratings or reviews.

Across Europe, consumers were most likely to abandon baskets because of unclear/confusing service expectations (26%), or overly-long sign-up or payment processes (21%).

Consumers said that they would be encouraged to finish their purchases by such factors as quick email response time (41%) and good website FAQs (38%). 24% and 22%, respectively, of respondents classed telephone calls with the company and social recommendations as either “very influential” or “influential.”

Respondents indicated that they preferred using email (48%) or phone (32%) to make a complaint, while 17% of respondents said that they would either use social media or web chat. 13% said that, if given the option to voice their complaint via a second channel, they would chose social media.

The study, which examined multichannel customer experience, examined finance, leisure, Internet retailing, manufacturing, telecoms, travel and utilities.

Consumers rated their customer experience with Internet retailers most highly, with 21% of respondents rating the overall industry as excellent for their first interaction. 16% and 19%, respectively, rated the Internet retail industry as excellent for their follow-up approach and their ability to “meet[…] expectations and engender[…] loyalty.”

In terms of sales offers, one-fifth of respondents said that they would consider offers made via the telephone, while one-half would consider offers made via email. 61% of respondents said that they would consider complimentary product email offers, and 59% would consider an emailed loyalty reward offer.

Although 50% of consumers expected that they would receive enhanced customer support when purchasing a premium service or in exchange for customer loyalty, consumers indicated that they would not accept reduced levels of customer support for cheaper products or services.

The primary source of this article is Internet Retailing, London, England, on March 26, 2012.

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