MONTREAL--(Marketwire -02/28/12)- iPerceptions Inc. (TSX-V: IPE.V - News), a leading provider of online Voice of Customer (VoC) analytics based on actual visitor feedback, today announced the release of its Retail / E-Commerce Industry Report for Q4 2011. The report found that while more retail website visitors were ready to make a purchase compared to the previous year, only 58% were able to complete their purpose of visit.
"While a drop-off in task completion is expected as visitors near the bottom of the purchase funnel, the fact that almost half of buyers were unable to complete their purpose of visit is somewhat alarming," said Claude Guay, President and CEO of iPerceptions. "For a business that already earns $10 million in online sales, a 58% task completion among buyers means that an additional potential $7.3 million in qualified business is walking away from the table."
Visitors who indicated they were onsite with the intent to purchase during their current visit represented 22% of all visitors in Q4 2011, up from 16% in Q4 2010. With the increase in visitors ready to purchase, online retailers would be well advised to analyze and address the needs of this important segment so as to encourage online sales.
For visitors who came to make a purchase and did not complete their task in Q4 2011, 34% claimed they couldn't find the product they were looking for, while 32% said the product they were looking for wasn't available. Other significant barriers were unclear pricing and comparisons (18%) and a lack of product information (7%).
Other important findings from the report include:
- Overall satisfaction for website visitors rose from 70 in Q4 2010 to 71 in Q4 2011.
- The share of visitors who came for support decreased versus one year ago, from 11% in Q4 2010 to 7% in Q4 2011.
- 'Shop' remained the most popular purpose of visit.
- The share of visitors who arrived via a search engine rose significantly, from 24% in Q4 2010 to 34% this quarter.
The report is based on immediate post-experience feedback from 129,563 visitors to 97 retail / e-commerce websites around the world. The data represents aggregated information obtained from iPerceptions' webValidator and 4Q Suite surveys.
The report can be found on the iPerceptions website at www.iperceptions.com/resource-center/.
iPerceptions is the leader in online Voice of Customer analytics, using advanced intercept surveys to gather feedback from representative samples of actual visitors. Its webValidator Continuous Listening solution and 4Q Suite solution turn millions of data points into easy-to-understand strategic and tactical decision support, while its Web Analytics Solution Profiler (WASP) provides superior web analytics quality assurance. iPerceptions' clients include well-known brands such as Dell, FedEx, InterContinental Hotels, Lego, General Motors, Harvard Business Review, Choice Hotels International, BMW and Monster Worldwide. For more information, please visit www.iperceptions.com.
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