Aussie shoppers want real-time help online

New LivePerson report finds majority of Australian online shoppers find real-time help useful when buying via the Web, while 87 per cent require help during the purchasing process

The majority of Australian online shoppers welcome real-time help during their purchase process and more than half are in favour of live chat, a new survey claims.

According to the latest Connecting with Customers Report from engagement solutions vendor, LivePerson, and conducted by market search firm Loudhouse, 90 per cent Australian respondents find real-time help useful when shopping online, and 60 per cent would welcome live chat tools.

In addition, the research found 36 per cent of Australians shoppers abandon a website because they have difficulty in getting any help online, the highest percentage recorded out of the six countries surveyed. In total, 87 per cent said they need some form of help during the online purchase process.

The Connecting with Customers Report surveyed 6000 consumers including more than 1000 Australians. The other countries were the US, UK, Italy, France and Germany.

LivePerson claimed speed and simplicity are key in a great online experience for consumers, pointing out 79 per cent of Australians prioritise getting their issue resolved quickly, and 55 per cent want to see the problem resolved within a single interaction. The largest percentage of online shoppers (62 per cent) expect access to help within five minutes, and 54 per said they give up immediately or only try once when seeking help before making an online purchase.

Other reasons for abandoning a purchase include:

  • Unexpected costs - 68 per cent
  • Lack of information about a product/service or delivery – 59 per cent
  • Navigation difficulties – 52 per cent
  • Wanting to ask questions and not being able to find the answer – 44 per cent.

In terms of current performance, the report cited gaps in the level and consistency of service across channels including online, in-store and mobile. Australian shoppers are also less likely to be satisfied with customer service levels both in-store and online compared with other geographies, with 73 per cent saying they are satisfied with in-store their experience, versus 64 per cent online.

The LivePerson report also found 74 per cent of Australian shoppers are likely to research online before they shop in-store, while 23 per cent research on their mobile phone while physically in the shop. The result mirrors that of recent research undertaken by Google and Marx, which found smartphones dominate pre-purchase activities in shops. In that report, 82 per cent were found to be using search engages to make purchase decisions while in-store.

“Research shows that regardless of channel, customers want personalised and speedy assistance for a more seamless buying experience,” LivePerson Asia-Pacific vice-president, Dustin Dean, said. “Providing the same intuitive and high-touch in-store experience in digital channels can also prove to be a serious competitive advantage for businesses.”

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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Using artificial intelligence to surprise your customers

​We have expected artificial intelligence (AI) will become part of our everyday lives for quite some time.

Katja Forbes

Founder and chief, sfyte

Is customer segmentation dead?

Ginni Rometty, the CEO of IBM, announced the death of customer segmentation five years ago saying, "The shift is to go from the segment to the individual. She might have been a bit premature for most marketers, but if customer segmentation isn't dead yet, it's definitely on life support.

Richard Taylor

Senior digital strategist, Spinach

How people buy brands

Andrew Ehrenberg was a giant in the field of marketing science. He believed scientific methods could reveal law-like patterns of how people buy. In this post, I summarise one of Ehrenberg’s most important discoveries and its implications on how people buy brands.

Kyle Ross

Strategist, TRP

Hey there! it is a really meaningful post. I too have written a few similar articles about SEM, SEO, Social Media, Digital Marketing Tren...

Rohit

Digital advertising continues to dominate marketing budgets

Read more

Thanks for sharing the strategies ! :)

Isabella Richardson

Marketing the most of martech for revenue and CX

Read more

Glad to be a part of this informative post... Thanks for sharing this useful info!!! It is very important to stay updated about the lates...

Aaron Alexis

Predictions: 9 digital marketing trends for 2019

Read more

What the hell is with the "He claims, he claims, he claims" nonsense? That's just not good reporting.

Armaan Alfares

Marketers aren't investing enough in direct response and customer data

Read more

This is a great development in the industry. Thanks for putting this together! We’ve been working with companies to help them build intel...

Giridhar Prathap Reddy

Professional services industry develops hybrid chatbot and live-chat

Read more

Latest Podcast

More podcasts

Sign in