98% of all shoppers have decided against buying due to errors in a retailer’s site content, a survey from marketing platform Episerver finds.

Retailers have to make sure the content on their sites is correct and complete—or they risk losing a sale.

A study from multichannel marketing platform Episerver, which surveyed more than 1,100 U.S. online shoppers from Oct. 4-10, finds that 98% of shoppers have decided against buying from a retailer at least once due to content that was incorrect or incomplete. This is especially important given that two-thirds of shoppers plan to buy more online this year than last year, Episerver’s survey says.

A majority of shoppers take a try-before–you-buy approach when it comes to how they interact with brands online. The study says 92% of shoppers didn’t buy the first time they visited an online store. 45% of shoppers are seeking a product/service, 26%are comparing prices or other information about brands and 11% are looking for store details like hours, location and contact information, the study finds.

“In the race to convert and please shoppers online, brands must erase any preconceived notions that consumers are logging on only to purchase,” Episerver writes. “This may be the final goal for most shoppers, but the journey to transaction is far from uniform. This is hardly surprising considering the diversity of consumers today.”

Once consumers land on a site, brands and retailers can improve online shopping by using stronger visual content, including high-quality product images or via tutorials, videos and photo sets about the product. “An apparel company may demonstrate how one article of clothing pairs with others to form an outfit, while a furniture store could showcase how a couch works in multiple configurations, or what decorations look best with its fabric and color.” the study states. “Consumers may think they know what they want when shopping online, but many need additional convincing once there.”


While many shoppers value a personalized online shopping experience, with 59% saying they’re interested in it, only 10% say it’s the most important aspect of their online shopping experience. Shoppers are most interested in personalized content on a website as it relates to coupons based on location, images, advertising and video. The top answer for “what makes a great digital user experience” on a retailer’s site, garnering 43% of responses among those polled, was having a site that’s easy to search.