Retailers urged to improve their websites

Small Business Advice 18 November 2013

A new report has underlined the need for web retailers to ensure that their sites are in the best possible shape in terms of design and functionality.

The study, conducted by PEER 1 Hosting, found that as many as seven out of ten of the UK’s online shoppers will be discouraged from spending this Christmas due to the quality of websites that they are browsing.

Around 70 per cent of respondents said that they would do more of their Christmas shopping online if stores were better than they are at present. What’s more, the study also considered how consumers behave when they decide not to shop online, with the research showing 15 per cent would go inside the store to acquire the goods they are after.

Added to this, some 33 per cent said that they would go to another website.

Among the specific things that bother consumers about online retailers is the need to create a profile in order to complete a purchase. Poor navigation and poor product offering or delivery times are also cited as things that discouraged consumers from buying online.

Dom Monkhouse, senior vice-president of hosting at PEER 1 Hosting, said that the study ought to act as a warning to those firms that are dependent on online payments. “With seasonal shifts like Christmas, as well as days like Mega Monday and Black Monday causing huge demand for retailers, it is vital that retailers are ready to meet the needs of shoppers,” he commented. “Retailers who get this wrong online are losing customers who go to rival shops both online and offline.”

He added that with consumers using an increasingly broad array of devices to buy goods, it is more important than ever that firms have the best possible website to take card payments.


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