In May and November of 2014, Global Reviews ran Digital Sales Effectiveness benchmark studies across 10 internet service provider websites in Australia, New Zealand and UK. Overall, Australian brands performed better than UK and New Zealand brands, with Optus coming out on top as the leader. A similar result to that of the mobile phone provider study that was conducted at the same time.
Despite the variance in scores across for each brand and region, there is a consistency in where along the customer research and purchasing journey the industry as a whole is excelling and where it is falling short. The telecommunication industry is strong in how they introduce their products and how they facilitate a consumer in the checkout, with scores of 67% and 61% respectively for these stages. However, getting from the product options through the decision making to the purchase/checkout stage is quite a sore spot for the industry. On average the industry scores just 37% for helping facilitate a decision and guiding the customer to a means of purchasing.
This poor score in the crucial phase of the purchasing journey can be detrimental to a brand’s ability to close the sale, not to mention hindering all the marketing efforts used to get consumers to this point. When customers were asked what they would do if they encountered problems on a website when researching and obtaining a new internet service provider, an overwhelming 22% said that they would leave the website and go somewhere else, highlighting just how crucial this step of the sales process is.
When we looked at this further, we found that the customers who said they would leave the website and go elsewhere were more commonly the ones who had just completed tasks on the websites that scored lowest in the digital effectiveness study. From here we found a strong negative correlation (r=-0.798) between a poor website experience and opting to leave the website and go elsewhere if a problem is encountered – as demonstrated in the following graph.
What this shows is that if a brand is unable to at least meet the industry average, then customers will go elsewhere to get the service they want and expect. When we’re dealing with internet service providers, the digital experience delivered can make or break a customer’s opinion of the brand. They are not going to want to commit to a brand’s service if they can’t deliver within their own medium.
In a market where prices are so competitive – it’s the experience that could be the differentiator.
Contact us to ensure your website’s experience isn’t losing you customers.