Half of consumers frustrated by encountering too many ads when shopping online

Social Media Management
Online and mobile shoppers are not happy about ads. (bigtunaonline/iStock/Getty Images Plus)

The biggest frustration with mobile shopping is too many ads, according to 40% of shoppers, and they have the same fear on desktop, according to 53% of consumers.

It seems consumers have little patience for intrusive ads that pop up during a shopping experience, according to Usabilla's recent Retail Nightmare Report. What else gets under shoppers' skin? Another 34% of desktop shoppers and 31% of mobile shoppers found re-entering shipping and billing info annoying. In fact, 37% of shoppers only create accounts with retailers to avoid having to re-enter such information, versus 13% who create accounts with hopes of personalizing an experience.

Of course, along with efficiency comes easy navigation: 61% of consumers will leave an online store if they don't like the website and 18% said a bad website might keep them from ever returning to the store. 

Free Webinar | Presented by LexisNexis Risk Solutions

When Preventing Cybercrime Comes at the Expense of Net Adds: How Can We Fight Both Fraud & Friction?

Don't miss this discussion on emerging cybercrime trends, their impacts on customer experience, and how you can reduce friction, while mitigating risk, throughout the customer journey.

"I think the most shocking finding was how little patience shoppers have for time-consuming shopping experiences," Katie Hickey, marketing manager at Usabilla told FierceRetail. "Especially in the age of Amazon, retailers and e-commerce pros need to really focus on efficient, frictionless and mobile-first shopping experiences. I would urge brands to pay attention to Customer Effort Score and experience design, as intrusive ads and 'too many swipes' remain the biggest deterrent of the online shopping experience." 

RELATED: Google tracking digital ads through credit cards

In addition, it seems sales staff can be a nuisance to shoppers. Almost half, 49%, have lied to a salesperson to get out of a conversation, and 64% of millennials specifically. Another 42% of respondents said a negative conversation with sales staff could be the reason they never return to a store. 

A good amount of consumers still want to help retailers make improvements, as 37% said they are happy to provide feedback via email, and 19% are willing to give feedback immediately after purchase. 

RELATED: Digital ROIs are dropping

In return, consumers want reviews written by other shoppers. Forty-four percent of respondents report peer product reviews are the most helpful resource when purchasing online. Another 25% cited customer service associates as most helpful and 4% found chatbots most helpful. 

"Today's customers are simply more independent and digitally-savvy. Because of this, they are more likely to trust their peers' reviews on products and want to make decisions on their own. That's why, for the brick-and-mortar retail experience to remain a positive one, it's best for sales associates to be accessible, not intrusive," Hickey said.