Website-related problems were experienced by 36 per cent of US online shoppers over the Christmas period, according to a new study.
Guidance commissioned Synovate to poll 1,000 consumers about their online shopping experiences in the run-up to Christmas.
It found that while 64 per cent of online consumers managed to complete their transaction without any issues, 13 per cent abandoned a website due to it being very slow and eight per cent said a site had crashed altogether.
Seven per cent were unable to make a purchase on their first attempt, while six per cent found that the site they wanted was temporarily down and four per cent experienced the problem of a transaction that seemed to go well actually failing to go through.
Jason Meugniot, chief executive of Guidance, had this advice for internet marketing executives: "Ideally, every shopping cart that is not abandoned by the shopper should be converted – and every one that doesn’t sends a message to the consumer."
Traffic to online retail sites in the UK rose by ten per cent in November compared with last year, according to comScore.
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