Health
Web Shoppers Report Frustration
Think you're the only one who can't find a particular product while shopping on the Web? A new survey says you're not alone.
Zona Research surveyors polling shoppers on behalf of Internet-based vendors say nearly one out of three Net shoppers told of trouble finding what they were seeking and abandoned the search. And Jack Staff, Zona's chief economist, says those polled were "savvy computer users."
"When you have almost one-third of them saying Web shopping was extremely difficult or somewhat difficult, we think the average population is having even more difficulty," Staff says.
A major problem is with searchers on individual Web sites. "Right now, if you go online to a site's search area and hit 'coat,' you might get 'coat of paint,' you might get 'dress coat' or you might get 'sports coat,' when what you're looking for is a purple and orange cashmere coat in a 42 long," Staff says.
The message to vendors is clear, Staff says -- they had best clean up their acts or risk losing customers permanently.
Zona Research surveyors polling shoppers on behalf of Internet-based vendors say nearly one out of three Net shoppers told of trouble finding what they were seeking and abandoned the search. And Jack Staff, Zona's chief economist, says those polled were "savvy computer users."
"When you have almost one-third of them saying Web shopping was extremely difficult or somewhat difficult, we think the average population is having even more difficulty," Staff says.
A major problem is with searchers on individual Web sites. "Right now, if you go online to a site's search area and hit 'coat,' you might get 'coat of paint,' you might get 'dress coat' or you might get 'sports coat,' when what you're looking for is a purple and orange cashmere coat in a 42 long," Staff says.
The message to vendors is clear, Staff says -- they had best clean up their acts or risk losing customers permanently.
