Marketers have declared that a disappointing customer experience (CX) is a business risk, and that excellence in digital CX is critical to business survival. So what are the biggest pitfalls to avoid online? Research [download page] from Thales outlines consumers’ biggest online frustrations.
Top of the list is the dreaded pop-up: 71% of consumers surveyed around the world cited advertising pop-ups as an online irritation, making it the most widespread annoyance of the lot. Back in 2020, this was also listed by consumers in the US and the UK as the most frustrating aspect of online content, and in 2017 pop-up ads were found to be the most intrusive or unacceptable online ad format.
But it’s not just the pop-up that annoys consumers. A majority also get frustrated by having to re-enter personal information (65%) as well as by password resets (64%), complex cookie options (59%) and chatbots (53%).
While these might drive consumers away from online experiences, there are other reasons consumers leave brands, and they have plenty to do with data privacy: 29% have left a brand over the past 12 months as a result of it demanding too much personal information, and 26% over concerns about how their personal data was being used. This is unsurprising given the scarce amount of confidence consumers have in how their data is handled.
As such, roughly 9 in 10 (89% of) consumers will only share their personal information if certain caveats are met. Those include only consenting to the extent necessary (32%), only consenting if they can pick and choose which data to share (30%), and basing consent on the sector, or the nature of the service (27%).
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