Tuesday, July 6, 2010

The Web & Purchase Decisions

63% of shoppers read product or service reviews before making a purchasing decision.
65% - Retailers site
58% - Brand manufactures
53% - Amixon.com
37% - Review sites
27% - Specialty print publications
15% - Enthusiast of specialty sites
6% - Social Media

Why do buyers decide AGAINST purchasing?
72% - Poor product content
49% - Lack of user friendly customer reviews
33% - Lack of expert reviews
30% - Limited media surrounding the product
16% - No live chat support

Source: The E-tailing Ground and Product Reviews
Sample: Approximately 1000 consumers. March 2010

Larson Notes & Satire: I looked at this review and had to put it in the question box. My gut feeling is this is a very strange sample they must have been using. Or should I say now how I would have made purchasing decisions. The top categories fall in line with what I would have thought, the site itself and poor content after that? You be the judge.

Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better


P.S. We make telesales for small business affordable by offering programs down to only 15 hours a week. Maybe you could add telesales into your marketing mix call today and find out.

P.P.S. An American Company, marketing American Companies! Call or email to get an appointment to pick my brain (a $125.00 value) for 30 minutes.

1 comment:

Tina said...

There is some truth to those stats as there are buyers who's objective is to obtain goods without ever meeting the merchant. Ratings work well in for many making a purchasing decision.

I can also understand your point of view. If the website quality appears less than satisfactory regardless of feedback, buyers may continue to shop around.