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 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

Latest Videos

More Videos

Thanks for sharing. You might want to check this website https://lagimcardgame.com/. An up and coming strategic card game wherein the cha...

Pierce Fabreverg

Board games distributor partners with Deliveroo in business strategy pivot

Read more

Such an important campaign, dyslexia certainly need more awareness. Amazing to see the work Code Read is doing. On the same note we are a...

Hugo

New campaign aims to build understanding around scope and impact of dyslexia

Read more

Great Job on this article! It demonstrates how much creativity, strategy and effort actually goes to produce such unique logo and brandin...

Pierce Fabreverg

Does your brand need a personality review? - Brand vision - CMO Australia

Read more

Here’s an article on solving the most complex customer queries without a delay. Hope it helpswww.engati.com/blog/address...

soham

How to manage social media during Covid-19

Read more

Thank you for explaining the rules. This article covers the principles of design, which arrange the elements of art into a composition. ...

Pierce Fabreverg

Reports: Brands have an important role to play during the COVID-19 crisis - if they're useful

Read more

Blog Posts

A few behavioural economics lesson to get your brand on top of the travel list

Understanding the core principles of Behavioural Economics will give players in the travel industry a major competitive advantage when restrictions lift and travellers begin to book again. And there are a few insights in here for the rest of the marketing community, too.

Dan Monheit

Co-founder, Hardhat

Predicting the Future: Marketing science or marketing myth?

Unicorns, the Sunken City of Atlantis, Zeus: They are very famous. So famous in fact, that we often think twice about whether they are real or not. Sometimes if we talk about something widely enough, and for long enough, even the strangest fiction can seem like fact. But ultimately it is still fiction - stories we make up and tell ourselves over and over until we believe.

Kathy Benson

Chief client officer, Ipsos

Winning means losing in the game of customer retention

At a time of uncertainty and economic hardship, customer retention takes on much greater importance. CX Lavender’s Linda O’Grady examines the big grey area between ‘all’ and ‘best’ customers when deciding who is worth fighting for and how.

Linda O'Grady

Data Strategy Partner & Business Partner, CX Lavender

Sign in