E-commerce: Lessons Learned From Cyber Monday

1. Manage your customers’ expectations or meet them. Cyber Monday got a lot of attention from consumers this year — through both media coverage and advertisements — and most of the buzz centered around the “fabulous” online-only discounts and deals shoppers could expect.

Analysis of our data shows that decreased shopper satisfaction on Cyber Monday resulted at least in part from customers who were disappointed when they didn’t get the free shipping and price discounts they expected. It’s a classic case of higher expectations leading to lower satisfaction.