Online Newsletter for Call Center Personnel
Rosanne D'Ausilio, Ph.D. Editor and Publisher
Volume VII, Issue 11

Date: November 1, 2006 - Online Transaction Failures

A recent survey conducted by Harris Interactive shows some commonly experienced transaction mishaps in online transactions.  As we all know, online transaction failures force customers to abandon websites which can potentially lead to millions of dollars in lost revenue.

Reported in this survey were findings such as:

  40% error messages

37% poorly navigable website

31% the inability to complete a transaction due to an endless loop

31% difficulty logging onto the web site

And that 89% of customers experience such problems.  Have you?  I certainly have.  34% of customers said they would go to a competitor if it happened to them – either online or offline.

 This reminds me of the statistic for self service effectiveness: 

This pie chart shows that 86% of customers knew about a website but either couldn’t find what they needed, or if they did they didn’t trust the system or the answers, or the answers weren’t there.  Only 14% didn’t know about the website from the get go.

This is a dangerous exposure.  What can you do?  Be a customer, go to your site, and navigate your screens.  Inquire, order something, look up FAQs.   See what works, what flows, what could be improved, and how long did it take.

 Ask some of your best customers to do this with and for you in support of your customer service.  They’ll probably be happy to participate and to learn that you do care. 


2006 Human Technologies Global, Inc. All rights reserved.

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