User frustration cited as a growing problem with aggregator websites
Aggregators should introduce user feedback to their comparison sites as customers are becoming incre...
Aggregators should introduce user feedback to their comparison sites as customers are becoming increasingly frustrated when using their sites, according to research by independent market analyst Foolproof.
Its study - the Online Shopping Survey - looked at the way motor insurance is being bought online. It revealed that despite 28% of consumers' time being spent on aggregators sites - up from 5% in 2005 - one in five quotes were abandoned due to usability problems or user fatigue.
Peter Ballard
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