But another factor that proved instrumental in driving sales that day was buyer confidence. While sales soared to record-setting highs last Cyber Monday, a majority of organizations believe that they could have been even better. According to the October 2016 study, "Boosting Buyer Confidence Drives eCommerce Success," conducted by Forrester Consulting on behalf of SAP, 67 percent of companies think their buyers are making purchases at or below the minimum confidence threshold.
When they make purchases, they want to be sure that they won't be returning their items in the near future - in the event that they break or simply don't meet their expectations.
On a scale of 1 to 10, with 1 being no confidence and 10 being complete confidence, 80 percent of companies surveyed by Forrester estimate that their buyers prefer to have a confidence level of 7 or higher before making a purchase.
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