32% of eCommerce Users Unable to Complete Primary Task

New iPerceptions Data Shows eCommerce Sites Fall Short For Consumers

3 out of 10 website visitors report that they are unable to accomplish the task they are at the site to do -- whether it is buy a product, access customer support, research pricing or read a blog

NEW YORK, Nov 17, 2008 (BUSINESS WIRE) -- iPerceptions Inc., a leading provider of web-focused Voice of Customer analytics, today released new data that indicates that eCommerce and retail companies are risking millions in sales by underserving site visitors in the run up to a challenging holiday season. iPerceptions' 4Q website survey data collected from over 50,000 site visitors shows that consumers are often unable to accomplish what they came to the site to do -- and 1 out of every 2 visitors with a clear intent to buy is walking away without purchasing.

According to the data, the aggregate task completion rate for eCommerce sites in October 2008 was 68%, meaning that 3 out of 10 consumers were not able to complete their primary task during the course of their site visit. Task completion rates were lowest for consumers who stated that the primary purpose of their visit was to purchase products or access customer support, hovering at 52% and 51% respectively.

The iPerceptions study also provides new insight into the multitude of reasons that people visit eCommerce sites. While 16% of all visitors stated that the purpose of their visit was to buy, the majority were there to browse; compare and research products (47%); access customer service or customer support (10%); and check out prices and promotions (11%). Additional reasons to come to a site included finding a store location (4%), as well as a long tail of other reasons (10%) such as reading a blog, asking an expert a question or watching a video. Task completion rates were highest for people looking for a store location (80%), researching a product (76%) and seeking pricing and promotions (78%).

The good news for retailers is that site visitors who are able to complete their primary purpose of visit are twice as likely to make a repeat visit, while 67% of visitors who complete their primary purpose report enhanced brand opinion (vs. only 18% for those who do not). Additionally, 60% report a higher future likelihood to purchase either online or offline (vs. only 14% for those who do not).

"In the face of tightening budgets, retailers can't afford to be swayed by conventional wisdom or the HIPPO -- the Highest Paid Person's Opinion," said Jonathan Levitt, vice president of marketing at iPerceptions. "eCommerce practitioners have spent the last 15 years focusing on the shopping cart and the conversion funnel, but they are still losing half of the people who come to their site intending to make a purchase. Now is the time to tune into the voices of real customers to get a reality check on what people want from their website experience."

About iPerceptions

iPerceptions is one of North America's leading web-focused Voice of Customer analytics providers. Its webValidator Continuous Listening solution and Proprietary iPerceptions Satisfaction Index (iPSI) turn thousands of data points into easy-to-understand strategic and tactical decision support for website marketers. iPerceptions' clients include such well known brands as InterContinental Hotels, General Motors, Dell Computers, Hyundai, LG Electronics, Choice Hotels International, BMW and Monster Worldwide. iPerceptions has offices in New York, Toronto, Montreal and London.

SOURCE: iPerceptions