Getting users out of the loop: Key factors to surpass the messy middle point

Abstract

In a world dominated by technology, the consumer journey should not be a priority only for those who have the skills to understand the search engine optimisation factors or online stores’ technological performances. It must be a priority for entrepreneurs, retailers, and marketing specialists, too. The customers might be won or lost depending on their experience, and the space between their choices is named the messy middle point. Considering this issue, the authors highlight the key factors necessary to exit the loop in the light of four dimensions, i) technology, ii) experience, iii) accessibility, and iv) marketing, aiming to identify and promote specific actions to create and maintain a non-interrupted experience. Based on data from 210 certified trusted online stores, the results generated 13 specific actions incorporated in the conceptualized TEAM model. Appealingly, unexpected outcomes were identified, highlighting the interconnected activities that online stores perform nowadays.