Providing customers with plenty of information during the buying process can help convert more browsers to buyers, according to a new survey of US web users.

Harris Interactive's Online Retail Report (pdf) surveyed 2,873 US adults, finding that 48% of respondents have increased their online shopping habits.

One interesting stat from the survey was that 44% of consumers have abandoned their shopping cart because they couldn't find answers to questions about the purchase or the product.

In addition, 56% said that the ability to find information during the checkout process would be helpful when shopping online, and 42% wanted to be able to find the answers themselves, rather than having to wait for a response to an email query, which can take a while in some cases.

In the UK, companies have been criticised for failing to provide online self-service for customers. A study of 125 major UK firms found that just 17% were providing acceptable customer self-service solutions.

Further reading:
Six ways to improve online experience

Graham Charlton

Published 29 May, 2007 by Graham Charlton

Graham Charlton is the former Editor-in-Chief at Econsultancy. Follow him on Twitter or connect via Linkedin or Google+

2565 more posts from this author

You might be interested in

Comments (0)

Save or Cancel

Enjoying this article?

Get more just like this, delivered to your inbox.

Keep up to date with the latest analysis, inspiration and learning from the Econsultancy blog with our free Digital Pulse newsletter. You will receive a hand-picked digest of the latest and greatest articles, as well as snippets of new market data, best practice guides and trends research.