Paypal survey reveals top tips for online retailers on what consumers really want from internet shopping sites

Online shoppers snub messy sites

Price and convenience are not the only key factors for consumers while internet shopping, according to a new study from Paypal.

Simple and straightforward sites are equally as important, with as many as 59 per cent of online shoppers being put off by websites that are difficult to navigate, reported by the Retail Bulletin.

According to the survey, the top five most important things to online shoppers are:

1. Security
2. Simplicity
3. Detail
4. Comparison
5. Imagery

A whopping 84 per cent of online shoppers said site security was essential to make them part with their cash over the internet, including money back guarantees. 62 per cent said they would be reluctant to shop online unless they could see credit card brands on the site.

Simplicity, easy navigation of sites and one-click payments was important to a huge 78 per cent of those surveyed.

Technical and product detail was vital for 42 per cent of consumers, while comparison – including reviews, recommendations and customer comments, was important for 30 per cent. Good quality photography and video was essential for 13 per cent of those surveyed.

The report comes days after reports of a strong December performance for online sales.

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