Poor Image Quality, Slow Downloads Are Sales Killers

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NEW YORK (AdAge.com) -- The results of a survey released today by Greenfield Online found that the quality of online images plays a major role in influencing consumer purchasing behavior.

For 81% of survey respondents, the the ability to quickly view product detail was a very important factor in determining what and how much they purchase online.

Poor image quality, along with slow-loading Web pages were the reasons 64% of survey respondents said they didn't complete online purchases; 55% of consumers faced with poor image quality and problematic downloads reported they either gave up on their desired purchase or bought from the competition.

Only 8% of consumers surveyed said they returned to the original site to buy the item they wanted.

The survey was conducted as part of Greenfield's weekly Omnibus research program. The survey was commissioned by TrueSpectra, a company that markets server-based imaging solutions and counts among its customers Bloomingdale's, Kinko's, Nordstrom and Macy's.

Greenfield also found that 75% of respondents use the Web more than once a week to gather product information before making a purchase.

The survey was handled by Greenfield Online's custom research division, a subsidiary of Taylor Nelson Sofres' Intersearch, a provider of online marketing research information services.

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