"Web rage" prevents buyers to part with money

The company SciVisum , which is engaged in testing websites, conducted a study of the British e-commerce market and revealed some interesting facts. Perhaps the most interesting of them is the extremely irritable visitors to online stores. Experts emphasize that it is much easier for buyers to get mad on the Internet than offline. A peculiar phenomenon has already received the name "web rage . "

Visitors to online stores are literally annoying. The statistics speak for themselves: about 78% of users at least once did not bring the buying process to the end, hastily leaving the site of the online store in extreme indignation. The most common reason is the inability to call the store by phone. When a buyer cannot understand something or wants to clarify some details before purchasing, he is extremely annoyed by the lack of contact numbers. This was stated by 54% of users.

Technical problems of the stores, too, are driving buyers off. Almost every second encountered glitches during a transaction. It is unpleasant to meet on your way a "brake" site with slow loading of pages. Experts note that these problems are occasionally found in many online stores, but the technical staff does not always notice them. However, some customers fall into a web rage and go to another store.
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Negative emotions of buyers also arise under the influence of usability factors: a complicated registration process (mentioned by 47% of users), the inability to find the necessary information (46%), and the inability to change an order after the start of a transaction (45%).

“Web rage is an increasingly common online phenomenon,” says SciVisum director Deri Jones. - Less than half of Internet users are ready to give your favorite store more than two chances to complete a transaction. Online buyers generally do not tolerate weak website performance. ”