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January 14, 2010

What Shoppers Want: Survey Reveals Vitals on the Viewing Experience

New Report

As online retailers face more and more competition and challenges converting visitors on their sites, it is becoming increasingly important for e-tailers to optimize their online visual merchandising to engage customers and entice them to buy. So to truly understand what shoppers want, we conducted a quantitative, consumer-facing study to identify and analyze eCommerce shopping features that are most useful for shoppers making an online purchase.

Three hundred people, both male and female, across three different age groups (18-29, 30-49, 50-64) were surveyed. These individuals were categorized as "medium to heavy online shoppers", residing in North America, that had both researched and purchased a product online in the last 12 months and spent at least $500 shopping online throughout the year. To best simulate a true online shopping experience and identify the shopping features that consumers find most critical for making a purchase decision, specific interactive shopping scenarios for men and women (identically formatted but with gender-specific imagery to which participants could best relate) were created, and participants were asked 15 key questions regarding shopping viewing preferences.

The results offer businesses valuable insights for designing the ideal viewer or visual merchandising experiences to improve conversions. Interestingly, many recommendations we have been making to our customers over the past several years were validated by the findings of this consumer research. Across the board in each age bracket and across both genders, shoppers want an easy, quick way to browse--validating the "web design 101 rule" of eliminating as many clicks and scrolling as possible. In addition, all shoppers want to be provided as much visual information in as large a viewing format as possible--including interactive zoom that allows shoppers to dynamically pan and zoom to deeper levels of details--leading to another well known rule, "bigger is better." As the study found, the two concepts go hand in hand; even in a full-screen view, shoppers still expected browsing to be quick and easy but also offer multiple levels of detail. And finally, the results pointed to the importance of offering as many images as possible (all colors and all views) with rich details--ideally featuring all sides of a product, creating a full 360-degree spin. Combining robust imagery with customer reviews/comments has shown to be the ultimate, preferred experience.

This research is both validating and insightful. Download the complete report, "Adobe Scene7 Viewer Study: What Shoppers Want" and learn how you can turn browsers into buyers. Download survey results here and let us know what you think.

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  • ShopTalk is a blog featuring "Quick Tips", trends and more written by experts from the Adobe Scene7 team who live and breathe web, rich media and customer experience. This interactive forum offers insights and best practices on the latest trends we are seeing in the marketplace to help improve your customer experience, ultimately driving conversions and revenues.
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