OpinionLab: Holiday Shoppers Love the Tablet for Browsing, But Not So Much for Buying
Holiday 2012 eCommerce Site Experience Findings drill into real customer feedback to benchmark customer experience across tablet, mobile and web platforms
Chicago, IL – December 17, 2012 — OpinionLab, the pioneer and global leader in Voice of Customer (VoC) feedback, today released its new Holiday 2012 eCommerce Site Experience Findings. The study analyzes VoC feedback from over 43,000 consumers, captured in the context of actual shopping sessions, to identify what shoppers want from online channels – and how effectively retailers are meeting their expectations.
“There is a treasure trove of insight available when you look at metrics beyond sales volume and conversion rates,” said Jonathan Levitt, CMO of OpinionLab. “One of the big themes this holiday is the continued dominance of the tablet when it comes to mobile sales. But, when you listen to shoppers, it turns out that they aren’t pleased with the tablet when it comes to making a purchase. This means that there is a tremendous potential for the tablet to be even more effective for retailers – and that record conversion rates are actually masking some essential design flaws.”
The Holiday 2012 eCommerce Site Experience Findings provide detailed comparisons for web, mobile and tablet platforms across several key areas: overall satisfaction as measured by a Site Opinion rating on a 1-5 scale; purpose of visit (customer service, locate a store, research/browse/price hunt, purchase); and a breakdown of satisfaction by purpose. Key findings include:
- Tablets are great for browsing but not buying: Consumers embrace the tablet as hands-down the best platform to research, browse and price hunt. However, satisfaction plummets when making a purchase, indicating profound frustration with the actual buying experience available on the tablet today. Tablets topped all platforms in terms of Site Opinion rating (3.61) – and consumers were particularly happy when using the tablet to research, browse and price hunt (3.64 vs. 3.47 for mobile and 2.94 for desktop). Ratings plummet 40% to 2.39 for consumers who were using tablets to purchase a product.
- Mobile lags in customer experience: Mobile ranked lowest in customer satisfaction with an overall Site Opinion rating of 3.19. This is concerning for retailers as shoppers clearly view their smartphones as a tool to buy: 42% of shoppers said they were on mobile to make a purchase versus 30% for web and 34% for tablets. Mobile also under-delivered in core functionality such as “locate a store”: shoppers who were trying to use this feature registered the lowest satisfaction scores of any segment in the study.
- Site Opinion surges on key shopping days: Satisfaction across all platforms spiked to record levels on Black Friday, Cyber Monday and Green Monday. Compared to a holiday baseline of 3.51, Site Opinion ratings grew to 3.88 on Cyber Monday and 3.86 on Green Monday, indicating the positive impact of promotions, deals and offers, as well as the success of retailers in scaling their operations to meet dramatically increased traffic volumes.
The Holiday 2012 eCommerce Site Experience Findings analyzes Voice of Customer (VoC) feedback comment cards from over 43,000 visitors to leading US retail/e-commerce sites from November 1 through December 11, 2012. This analysis focuses exclusively on the voices of real customers, captured during the content of actual web or mobile site visits. Satisfaction was computed using OpinionLab’s proprietary Site Experience Rating methodology which is used by nearly half of the Fortune 50 to track VoC performance.
OpinionLab is the pioneer and global leader in Voice of Customer (VoC) feedback innovation with over a decade of success and a dozen patents on major VoC advancements. Starting with the familiar [+] feedback symbol, the company’s end-to-end solution suite allows clients to improve the omni-channel experience with precise, real-time intelligence into what customers need and want. Nearly half of the Fortune 50 including Walmart, Bank of America, and Ford Motor Company, choose OpinionLab for actionable VoC insight across web, mobile, store and product touchpoints. For more information, visit OpinionLab online, read the blog or follow Voice of Customer on Twitter.
BPR for OpinionLab