Recent research suggests that time-stressed buyers demand that the e-commerce purchase experience should fit their expectations and, according to Forrester, 89% will go elsewhere if that first experience isn't up to standard, according to US-based Performance Improvement Partners. This article is copyright 2014 The Best Customer Guide.

Conventional business wisdom says the more you invest in the latest user-friendly technology the more likely you are to improve your customer's on-line experience and their brand loyalty.

"But that's not necessarily true," warned John Bisack III, president for Performance Improvement Partners (PIP). In fact, a recent study by Forrester Research suggested that 60% of all consumer and business buyers use the internet to either make or help make final purchase decisions.

"These days it's a case of 'one strike and you're out'," said Bisack. "We all know it takes a lot of effort to build e-commerce customer loyalty but one mistake and it can disappear in a heartbeat."

Some of the most common e-commerce mistakes identified by PIP include underestimating the impact of digital clutter, focusing on buzzwords instead of fundamentals, and buying a Maserati when a Chevrolet will do.

The full report has been made available for download from PIP's web site - click here (free registration required).