Aussie consumers basing brand perceptions on online experiences

New report from LivePerson finds 77 per cent of consumers rate speed as the number one experience they expect online, and 84 per cent called for simplicity

Nearly half of all Australian online shoppers would abandon a purchase if the brand experience online was poor, a new report claims.

The latest annual Connecting with Customers report from LivePerson of more than 1000 Australian consumers found speed was the number one experience they expect online, with 77 per cent claiming they want to get things done as quickly as possible. In addition, 73 per cent identified speed and efficiency as the number one factor in creating a great online experience.

Sixty per cent also said the need to have issues resolved in a single transaction is also very important. Real-time help was another core expectation. The report found 68 per cent of Australian consumers are more likely to be loyal to a brand that provides live, human assistance at critical moments, and 88 per cent indicated their perception of a brand improves when live chat is available.

Of those surveyed, 84 per cent also called for simplicity and said they will return to a company website if their needs are met in a simple, efficient way. Sixty-two per cent would also return if a retailer had saved them time.

Forty-seven per cent indicated they would feel a loss of trust in a brand if they had a poor online experience, and 36 per cent said they would not feel valued as a customer. Eight-two per cent of respondents claim they would have a better perception of the brand as a result of a positive online experience.

[Related: Omni-channel retail core to customer experience strategy for Aussie brands

Key moments in the customer journey where they need assistance, meanwhile, include asking a specific question about a product or service they want to buy (55 per cent of respondents), the actual moment of purchase (42 per cent), and access to help and support after receiving a product (37 per cent).

“Overall, online retail expenditure in Australia was estimated at $21.8 billion in 2013, an increase of 7 per cent compared to 2012. This statistic could be significantly higher, as approximately $9.8 billion is spent on overseas ecommerce sites in Australia,” commented LivePerson vice-president and general manager for Asia-Pacific, Dustin Dean.

“Failure to engage consumers in the right way can translate to lost brand value and potentially drive customers to explore more compelling and engaging websites hosted overseas.

“The opportunities for Aussie brands are clear - a positive experience online not only drives loyalty, it also impacts a brand’s reputation, dictates whether customers will become ‘repeat visitors’ to a site and ultimately affects a brand’s bottom line.”

The report was based on online interviews of more than 6000 consumers in Europe, Japan, the US and Australia during September last year. It was produced by research agency, Loudhouse.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Disruption Down Under – What’s Amazon’s real competitive advantage?

Savvy shoppers wait in anticipation, while Australian retailers are gearing up for the onslaught. Amazon’s arrival is imminent.

Change across the board: Why boards need to digitally evolve

Traditionally the non-executive board of a company acts in an advisory capacity - attending monthly board meetings to offer overarching advice and guidance typically focusing on:

Jodie Sangster

CEO, ADMA

The most desirable customers you’ve overlooked

“What will really move the needle?” This is a question that keeps leaders awake at night. And at the intersection of some of their top priorities – finding pockets of growth, redefining the customer experience, and making an emotional impact – lies a latent market: Their diverse customers.

Really inspiring !

Goldenboy Media

Jaywing sets sights on Australian growth with digital and data-driven agency model

Read more

Being aware of regulations or guidlines is just the start. As our CEO Emma Lo Russo stated exactly two weeks ago at an event we supported...

Alan Smith

​Are the Wild West days of influencer collaboration over?

Read more

Rebranding is always nice solution to get better organisation. Businessman may apply certain special services (for example, https://www.l...

David Hill

CMO interview: Spearheading the global rebranding of OFX

Read more

Thank you so much for sharing this article.Top Digital Marketing company in Bangalore

Way To DM

Predictions: 17 digital marketing trends for 2017

Read more

Thanks for the great article Jodie, agree many boards and senior execs are operating in outdated modes, just as we need some reverse soci...

sharyn

Change across the board: Why boards need to digitally evolve - Data-driven marketing - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in