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Poor ecommerce sites cause "web stress"
New research shows that "web stress" can kick in on slow websites and is heightened by poor search and checkout. Result = abandonment.
Read on...
Foviance, on behalf of CA EMEA, enlisted volunteers to be wired up to sophisticated neurological and physiological testing equipment, including an EEG cap which was used to monitor brain wave activity.
They carried out everyday online tasks such as searching for and purchasing a laptop PC and travel insurance.
The stress levels of volunteers who took part in the study rose significantly when they were confronted with a poor online shopping experience, proving the existence of ‘Web Stress’. Brain wave analysis from the experiment revealed that participants had to concentrate up to 50% more when using badly performing websites, while EOG technology* and behavioural analysis of the subjects also revealed greater agitation and stress in these periods.
Thes study found that more than three quarters (77%) of European consumers blame either website owner or the website host (which is
in any case chosen by the website owner) when an online application fails. It also revealed that if consumers encounter problems online, 40% will go to a rival website and 37% will abandon the transaction entirely. Only 18% said they would report a problem to a company,
See the full report here.
Plotting of the data reveals that customers tend to experience more stress as they progress through the shopping process of finding products, selecting them, entering their personal information and concluding the sale. CA and Foviance
identified two points in the sales cycle where people are most likely to experience heightened levels of stress – the ‘search’ and ‘checkout’ stages. Both of these are crucial to a good customer
experience.
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