Whizzy imagery out-performs ratings and reviews in Adobe survey
The results of Adobe’s annual worldwide survey of the effectiveness and planned adoption of advanced customer experience elements by those selling over the web are in, and they show that while mobile and personalisation continue to be the least deployed tactics at less than 10% take-up by all respondents, these areas have the highest planned growth rates.
Overall, the user experience features rated as most effective by survey respondents include:
- Product tours or multi-media viewing which combines guided spin, zoom imagery, videos or animations with copy (36%)
- Visual filtering and advanced search on product features including size, color, and price (33%)
- User comments and reviews (32%)
- Search landing pages (32%)
- Product comparisons (28%)
- Zoom (28%)
“Consumers want more than traditional one-size fits all experiences; they want to be heard and understood online, which means Web marketers must commit to more interactive and personalised experiences,” said Doug Mack, vice president and general manager of rich media solutions for Adobe. “This year’s survey results validate businesses’ commitments to this trend as 75% of all respondents cited that they will be conducting customer experience projects within the coming year.”
Readers can download a full copy of the survey findings from the Adobe Scene 7 website from tomorrow.
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When engaging with ecommerce sites, consumers don’t necessarily want to be swamped with peer feedback and reviews, just the right content. Brands needs to provide consumers with facts that matter, and that support and encourage a purchase decision. Therefore, a key priority for online providers should be giving consumers the information that counts – size, material, costing, colour and plenty visuals.
It is becoming a growing trend for online retailers to follow suit and get wrapped up in new technologies, whether this be the provision of video catwalks or the participation in social media platforms. However there is no point in a brand investing time and money into this activity if they have not successfully met the basic information needs of consumers. By doing so, brands put themselves at risk of driving consumers to competitors in search of the information they need.
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