Speed remains a priority for Australian online shoppers: LivePerson

Latest survey by web analytics firm highlights the importance of timely customer support

Speed and efficiency remain important for online shoppers in Australia, a LivePerson study has found.

73 per cent of Australian consumers in A Global Study of the Drivers of a Successful Online Experience identified timeliness as a key factor, even as online speeds continue to improve and web sites are optimised.

LivePerson A/NZ VP and general manager, Dustin Dean, said there is always a threshold in how long consumers are willing to spend looking for something, regardless of Internet speeds.

“It’s not related to the page download speeds necessarily, as advancements in technology have taken that consideration off the table,” he said.

The report found consumers expect to find real-time help within 78 seconds, and default to email or abandon the site entirely if they do not.

Positive perception

Dean said the survey results demonstrate the importance of solving customer issue irrespective of the communication channel.

“This shows in the amount of time they are willing to spend on a site looking for products, services and support,” he said.

82 per cent of Australian respondents said a positive online experience leads to a better perception of the brand.

Live, human assistance at critical moments led 68 per cent of local shoppers to express loyalty brands, while 88 per cent said the availability of live chat improved their perception of a brand.

“Consumers have a threshold, and if you cross it then the likelihood of abandonment and moving on to a different brand,” Dean said.

“It is easy for customers to do that by searching online and comparing.”

Voice of the customer

Market research, such as this survey, is contributing to the evoution of LivePerson’s product portfolio and support platform.

Dean said it is encouraging the company to “go beyond offering just chat and live help.”

“When customers are on a web site, there is a time and place for live help,” he said.

“Though that is only one or two per cent of the total web site traffic that we monitor and evaluate.”

In some cases, Dean said a specific piece of content to help customers in their online journey can be more relevant than an online chat.

Patrick Budmar covers consumer and enterprise technology breaking news for IDG Communications. Follow Patrick on Twitter at @patrick_budmar.

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