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Flow is now part of Foolproof, who provide a wide range of user research and experience design services.
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This landmark series of research reports is now available to download free of charge.
We ran the Online Shopping Survey (OSS) study series from 2004 to 2010. They were (and are) extremely influential in shaping a detailed understanding of online consumers’ path to purchase in three markets: financial services, travel and utilities.
Many of the digital customer experiences in market today were directly influenced by the findings of these reports. Even though the reports are starting to age, the insights into the psychology and behaviours of online shoppers are as fresh and valuable as ever – and will be for years to come.
We’re now delighted to offer you free download of reports that sold for £2,000-£4,000 at publication. There’s just too much useful stuff in them to let them fade away!
These unique ethnographic studies follow real shoppers from their initial purchase intentions through to their final decision. Each report is packed full of insights and recommendations on how marketers can use the channel to win new customers and gain competitive advantage.
While insurers were quick to seize upon the direct sales opportunity provided by the internet they still need to work hard to win sales in a highly competitive environment dominated by aggregators. OSS General Insurance uncovers the most important factors influencing online insurance sales today.
There is significant and growing consumer demand for better online access to mortgage products, but lenders have struggled to devise a viable direct sales model for the channel. In OSS Mortgages we examine the shape of the marketplace today and identify the important opportunities for lenders to capture competitive advantage.
Banks have struggled to make the internet a significant sales channel for their core product. In OSS Current Accounts we explain why. We also make a number of specific recommendations about how to improve the online shopping experience for these products.
Consumers find it hard to distinguish between the brands and cards on offer today. Both the cards and their marketing provide little distinction for the shopper and few cards offer a compelling reason to apply. In OSS Credit Cards we suggest strategy and tactics for improving online salesmanship.
In an online search environment dominated by brokers and affiliates, some consumers find it hard to find a competitive loan from a brand they trust. While many lenders have made significant improvements around ease-of-use, there is still plenty of scope for improving conversion-to-sale. In OSS Personal Loans we examine the products, sites and sales messages which appeal to today’s online loan shopper.
One in six energy consumers switches their supplier every year. The internet should make this shopping process simple, yet supplier and comparison sites often leave shoppers confused. OSS Utilities examines online energy shopping behaviour and uncovers the issues suppliers and comparison sites need to address to meet consumer needs.
The internet increasingly drives bookings for travel operators and consumer expectations suggest this trend is set to continue. While operators and aggregators have made great steps forward, there are still many opportunities for improving the tools on offer and simplifying the shopping process.
