January 26th, 2017 by Sam Del Rowe

92 percent of consumers visiting a retailer’s website for the first time will do so for reasons other than making a purchase, according to a study from digital experience platform provider Episerver.

More than 1,100 consumers were surveyed for the report, which found that 45 percent of those visiting a website for the first time are seeking out a product or service, while 25 percent are comparing features and prices, and more than 10 percent are looking for store information. Moreover, the study found that 98 percent of shoppers have elected not to complete a purchase on account of incomplete or incorrect information on a company’s website.

The report also found that when consumers intend to make a purchase on a website or mobile app, 60 percent go directly to the item’s product page, while 18 percent first look at sale items and 7 percent consult customer testimonials.

“The content customers see and the experiences they have while interacting with a brand online are crucial to shaping their purchasing behavior, James Norwood, chief marketing officer and executive vice president of strategy at Episerver, said in a statement. “While not every consumer visiting a brand’s website is there to make a purchase, brands must consider how the experience of their websites—from navigation to checkout—supports engagement.”

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