“Poor navigation” grabbed 1st position in consumer complaints regarding online merchants

A recent survey conducted by “Harris Interactive” has highlighted “Poor navigation” as biggest problem for online retailers. Nearly 2,420 U.S. adults with access to internet were surveyed online.

Around 40% of respondents (consumers) undergone poor navigation followed by error messages (36%), incorrect or confusing information (31%), difficulty logging in 29%, falling into an endless loop (24%), poor search functionality (22%) and being kicked off a page automatically (21%). Results show that 9 out of 10 have faced problems while visiting shopping, travel, insurance or banking sites. These figures have remained the same for the last 3 years.

Out of the customers who faced problems, 42% of them have actually abandoned the transaction or went to a competitor, 53% said they contacted customer service out of which 49% said the customer support could not provide solutions for their problems and 52% who had a unhappy experience with a contact center said they stopped doing business with that company.