Wednesday, February 13, 2008
Overwhemingly, consumers voted for ease of use.
Forrester Research
So, you think you know what your customers want? Go ahead and list the top three, I'll wait...
Got it? Great! Now check your list against this reality: Forrester Research recently conducted a survey of more than 5,000 online consumers to find out what content and functionality is most important to them. Here's what they found out:
Consumers want user ratings and reviews the most. Sixty-four percent of consumers reported wanting to see user ratings and reviews. And nearly the same amount also wanted price-focused offerings, like special offers or coupons (61%) and product or price comparison tools (59%).
Interestingly, while the majority want to have access to ratings and reviews, only a few (23%) have any intention of writing one. Not surprising, there were differences in preferences based on age groups. Generation Y (18 to 27) are more interested in being entertained and sharing content. Younger Boomers are trying to get things done. And Seniors just don't want the clutter of extra information keeping them from getting things into their cart and getting on with it.
One final, revealing item: Overwhelmingly, consumers voted for ease of use.
So now you know what they want, the question is, what are you doing about it?
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See more from Forrester's North American Technographics Customer Experience, Marketing, And Consumer Technology Online Survey]
Labels: consumers, marketing, web development
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