79% of online purchases start with a visit to Google or Amazon

A new study by Feefo has revealed that 79% of all online shoppers visit Google (41%) or Amazon (38%) the minute they decide they want to buy something.

Source: www.feefo.com

How do consumers think and behave across the purchase journey? [Infographic]

The survey of 2,000 UK adults asked a wide range of questions about how people think and behave while making purchases, including what makes them tick, with being passed around call centres (30%) and automated voice systems (21%) being people’s biggest customer service gripes. What’s more, not being able to find answers to questions is the most common frustration that online shoppers have experienced in 2020, at 53%.

Feefo Head of Digital, Richard Tank says ‘While Google’s online monopoly on the web has long been documented, it’s clear that Amazon is now just as prominent as the search engine, even though it’s technically an online retailer. It’s important to recognise that while consumers may start their search on these websites, they often end up buying from somewhere else. Today’s digital landscape is ever-changing and businesses have to meet the needs of their customers across the whole purchase journey in order to maintain sales and brand loyalty. The findings of this survey emphasise that.’

The survey also suggests that brand loyalty is under threat, with nearly a third of consumers stating they would switch to a rival after only one poor experience. Meanwhile, 79% of online shoppers have abandoned their cart before completing a purchase, with 63% of consumers blaming high shipping costs.

Other findings include:

– 82% of people said price is the most important consideration when shopping online. Only 1 in 5 admit to buying things for image and to impress others.
– 43% like to communicate directly with the businesses they buy from via email.
– 80% of consumers use Frequently Asked Questions (FAQs).
– 48% of customers would answer one or two questions that popped up on a website, if it improved their buying experience.
– 64% of consumers trust review websites in 2020.
– Consumers are 49% more likely to trust closed review platforms over open review platforms.

Tank goes on to say ‘Consumer confidence and trust is essential to developing an online business that grows, and lasts. While the influence of the ‘big two’ won’t be changing anytime soon, brands small and large must do everything they can to build relationships with their customers, to ensure they keep coming back for more. Listening, learning and developing more personalised customer experiences is key to long term success. Technology as an enabler, must be fully utilised in order for online businesses to achieve this.’

To view all the results from the research, please refer HERE

For more information please contact Chad Harwood-Jones on 07876662716, or email chad@woocontent.com

Feefo is a leading global reviews and customer insights technology company with a suite of smart solutions that deliver better outcomes in marketing performance and customer experience.

Feefo’s actionable insights leverage the full power of real customer insight, empowering brands to make more informed decisions through deep understanding of customer behaviour. Feefo creates trust between consumers and businesses by adopting a unique approach to only collect real reviews from real people.

Feefo’s agile platform is trusted by more than 3,500 brands including Next, Vauxhall, Expedia, JCB, who rely on it to supply smart insights that transform their ability to market, sell and build more rewarding relationships with customers.

A trusted partner of Google, Feefo’s technology and consultancy team possesses unique expertise and business insight, enabling brands to employ cutting-edge innovation that optimises the delivery of digital marketing and advertising.

Please visit: www.feefo.com

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