Shopping online should be easy, but a recent study by Software Advice found that decision fatigue is making it increasingly difficult. The survey of more than 5,500 consumers worldwide revealed that consumers are overwhelmed by overwhelming search results, ineffective filters, and unreliable reviews, making it hard to find what they really want.
Today’s online shoppers face unique challenges: with more products available than ever before, finding the right product is harder than ever, despite the early promise of AI. Most consumers around the world start their product search on a retailer’s website (52%), a search engine (67%), or an e-commerce marketplace (46%). But they’re bombarded with unhelpful search results, including sponsored, inaccurate, or irrelevant product listings.
“This excess creates a frustrating experience that leads to decision fatigue, causing many shoppers to abandon their cart or avoid e-commerce sites with poor search functionality,” says Molly Burke, senior retail analyst at Software Advice.
Filters affect search functionality and user experience
Search filters are supposed to help shoppers narrow their choices, and more than three-quarters of consumers (77%) use them regularly when browsing online. But it’s an imperfect system riddled with frustrating issues: Those who use filters regularly report that they often apply the wrong products to their products (45%), aren’t specific enough to be useful (44%), or have too few filters to meaningfully narrow their product selections (34%).
Increase consumer purchasing intent through reviews
Shoppers spend countless hours sifting through product reviews to ensure they are authentic and useful. Despite the importance of reviews, the effort required to find trustworthy reviews leads to overall decision fatigue, as price is the only factor more important than price in a purchasing decision. Notably, only 34% of respondents trust reviews from social media influencers, indicating a need for more authentic customer reviews.
Burke advises: “Retailers need to improve their discoverability on search engines as well as enhance the search capabilities of their websites to better match customers with the products they really want. Making reviews easy to understand can influence purchasing decisions and reduce costly returns.”
Bridging the gap between social media trends and e-commerce
Social media is having a major impact on online shopping behavior, with 30% of consumers starting their product search on platforms like Instagram, YouTube, or TikTok. Two main factors complicate buyer behavior: First, consumers are inspired by social media trends, but most consumers make their final purchase outside of the social platform. Second, many retailers don’t incorporate trending social media keywords into their websites, including in search functions and product information.
Instead of retailers trying to seamlessly connect social media savvy customers to their products, they are relying on shoppers to connect what they see on social media with what they are selling online.
Improved site search and review management
Retailers can improve their online customer experience by implementing advanced search software and leveraging review management systems. Faceted search and AI-driven review summaries can significantly reduce decision fatigue. These examples help consumers find what they need faster, reducing frustration and increasing the likelihood of a sale.
For more detailed insights and recommendations for growing businesses, read Software Advice’s full report.
