The results of the analysis of preferences of users of online stores

    Hello!

    I, as promised here , share my analysis of the survey data about the preferences of users of online stores. My personal opinion is that there is little data. But what I have, I have. There will be more respondents - I’ll adjust the statistics.
    First, I’ll give charts (for convenience, I divided one large into four), which compares the preferences of users of different countries (USA, Canada, Great Britain, Russia).

    q1-4

    1 - Variety of brands
    2 - Variety of products
    3 - Graphic design of a site
    4 - Availability of a search option


    q5-8

    5 - Availability of the organization of products to various parameters
    6 - Availability of the ability to leave / read reviews
    7 - Availability of a return policy
    8 - The presence of a policy for processing personal data


    q9-12

    9 - Discounts on products
    10 - Discounts on delivery
    11 - Price level
    12 - General information about products


    q13-17

    13 - Information about specific products
    14 - Ability to choose a payment method
    15 - Ability to pay after receiving the goods
    16 - Availability of information an electronic store on other Internet resources
    17 - The presence of an electronic shop on the top positions of search results


    in addition to charting 119 people passed the test (only Russian users, excluding the incomplete answers) using a I asternogo analysis divided into the likeness of the group answers. There were eight groups.
    There is one exception person, he does not look like 118 others. Nothing
    particularly affects his choice . He highlighted a little more than the rest of the design, the ability to return, the availability of reviews, comprehensive product information and links to the store from other resources. This is the first group. I will number them just for convenience.

    There are still three people who make up the second group. There are few people there, so no special statistics came out. I will give you the most obvious features of the other groups relative to each other.

    The most massive group of people is the third. 49% of the number of respondents, whose preferences it would be good to navigate when creating a popular online store. For them, there are no completely unimportant characteristics that do not affect their choice of an online store. Of particular importance to them: a variety of products, the website’s graphic design, the availability of a search option, the possibility of organizing products for various parameters, the existence of a product return policy, the availability of a personal data processing policy, the price level, general information about products, information about specific products, the ability to choose a method payment, the ability to pay after receiving the goods. Sometimes the following characteristics influence the choice: the variety of brands, the availability of reviews on products on the site, discounts, references to the store on other resources, and high results in search results. It is seen,

    The fourth group (14.3%) is characterized by increased attention to the variety of goods and lower attention to discounts on delivery and the availability of reviews on products on the site.

    Members of the fifth group (9.2%), unlike others, pay increased attention to reviews about the store on other sites.

    The guys from the sixth (12.6) consider the general information about the goods less valuable than the
    concrete. If you do not touch on the characteristics unique to the fifth and sixth groups, they are otherwise very similar.

    The seventh group (5%) considers the policy of processing personal information important and
    unimportant - the ability to pay after receiving the goods.

    And the last, eighth group. This is 6.7%. For them, discounts on delivery (live
    far away?) Are important and the variety of goods and brands is not important.

    Characteristics that are very important for almost everyone: the presence of a search, general and specific information about the goods, the price level and the choice of payment methods. And one more thing: the design of the store is important for almost everyone, and for most of the respondents it is very important; Having a search and flexible classification capabilities is very important for almost everyone.

    The characteristics that are least important for almost everyone: the policy of processing personal
    information, the presence of a store in the first positions in the search results and the presence of
    references to it on other resources on the network.

    I advise you not to take the wording of questions literally, if you suddenly want to
    benefit from the results, you can and should think more broadly: the great importance of,
    for example, having a search on the site can also indicate increased attention
    users to the convenience of the search form, the need for deep study.

    Between the selected characteristics, directly proportional relationships (correlations) were found. We can say that the relation to one parameter in certain cases is similar to the relation to another. The most obvious relationship between a variety of brands and products. We can say that for people who have chosen one or the other, the very concept of diversity in general is important. Respondents in most cases noted (or did not) both points together. There is still a significant relationship between: product discounts and delivery discounts (that is, people often like or dislike discounts in general), a personal information processing policy, and a return policy (here I can assume that these points determine the trust of users of the store, therefore connected), the presence of references to the store on other resources and its positions in the search results (users' tendency or unwillingness to comprehensively analyze their reputation and competitive environment). There are other, less pronounced dependencies.

    I was interested to look at the data collected in such sections. If you would like to know something or see something, let me know and I will add information to the post.

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