Post by account_disabled on Mar 6, 2024 9:38:47 GMT
We're already counting down to Black Friday 2023! But there is still time for companies that want to prepare to enter one of the most important sales seasons. Thinking about bringing the main points of attention, we bring here the main findings of the third edition of the study entitled “FlashBack”, commissioned by Google Cloud from the renowned company R/GA, belonging to the Interpublic group. FlashBack, released in 2023, is nothing more than a comprehensive analysis of users' experiences during the last Black Friday. The study comprised a massive data collection, totaling 35 million data points, extracted between November 1st and December from the 25 main e-commerces in Brazil in terms of revenue. Through this far-reaching research, the technology giant's cloud division offers valuable insights into technological solutions that can be adopted by companies to improve their services. These improvements are crucial to optimize the return on investments made in acquiring leads during Black Friday, a task that demands increasingly more financial resources.
Therefore, the study provides a guide so that companies can not only attract customers during this period of high demand, but also retain them through enhanced shopping experiences. Main problems faced by companies on Black Friday The FlashBack study revealed a series of crucial insights into the performance of major e-commerce sites during Black Friday . Here are the key findings: 1. Problemas de Timeout Surprisingly, 7 of the 25 e-commerces analyzed presented timeout errors on Black Friday. This resulted in frustration for consumers looking for offers and promotions. 2. Charging Performance Industry Email List None of the e-commerce sites managed to load the main content of their sites in the ideal time of 1.8 seconds, according to Google's own analysis metrics. This demonstrates the need for improvements in page loading speed. 3. Personalized Recommendations Only 12 of the 25 sites analyzed were able to offer personalized product recommendations based on users' previous browsing. This indicates untapped potential to increase customer satisfaction. 4. Out of Stock Product Management Worryingly, 4 of the 25 platforms did not provide alternatives when a product was not available.
This can result in lost sales and customer dissatisfaction. 5. Typos and Ineffective Searches 11 of the 25 e-commerces were unable to adequately deal with typos in the product name on both platforms (website and app), while 18 did not present alternatives when a term was not found in the app. This negatively affects the user's search experience. 6. Camera Integration Only 8 of the 24 e-commerces allowed consumers to use the camera to search for products within the app, indicating an opportunity for improvements in the shopping experience. 7. Natural Language Chatbots Only 3 of the e-commerces (12% of platforms) offered chatbots with natural language, going beyond predefined responses. This represents significant scope for improving customer service. 8. Human Service Request In only 5 of the e-commerces, users were able to request human assistance through chatbots on both platforms (website and application), highlighting the need to improve customer assistance. 9. Limited Delivery Options Only 2 of the 17 e-commerces offered at least three delivery options, and four of them took more than a week to deliver, even in São Paulo.
Therefore, the study provides a guide so that companies can not only attract customers during this period of high demand, but also retain them through enhanced shopping experiences. Main problems faced by companies on Black Friday The FlashBack study revealed a series of crucial insights into the performance of major e-commerce sites during Black Friday . Here are the key findings: 1. Problemas de Timeout Surprisingly, 7 of the 25 e-commerces analyzed presented timeout errors on Black Friday. This resulted in frustration for consumers looking for offers and promotions. 2. Charging Performance Industry Email List None of the e-commerce sites managed to load the main content of their sites in the ideal time of 1.8 seconds, according to Google's own analysis metrics. This demonstrates the need for improvements in page loading speed. 3. Personalized Recommendations Only 12 of the 25 sites analyzed were able to offer personalized product recommendations based on users' previous browsing. This indicates untapped potential to increase customer satisfaction. 4. Out of Stock Product Management Worryingly, 4 of the 25 platforms did not provide alternatives when a product was not available.
This can result in lost sales and customer dissatisfaction. 5. Typos and Ineffective Searches 11 of the 25 e-commerces were unable to adequately deal with typos in the product name on both platforms (website and app), while 18 did not present alternatives when a term was not found in the app. This negatively affects the user's search experience. 6. Camera Integration Only 8 of the 24 e-commerces allowed consumers to use the camera to search for products within the app, indicating an opportunity for improvements in the shopping experience. 7. Natural Language Chatbots Only 3 of the e-commerces (12% of platforms) offered chatbots with natural language, going beyond predefined responses. This represents significant scope for improving customer service. 8. Human Service Request In only 5 of the e-commerces, users were able to request human assistance through chatbots on both platforms (website and application), highlighting the need to improve customer assistance. 9. Limited Delivery Options Only 2 of the 17 e-commerces offered at least three delivery options, and four of them took more than a week to deliver, even in São Paulo.