Dive Brief:
- A poor website experience can make the difference between a new customer and a lost one. Three in 5 consumers have abandoned purchases due to poor website user experience, according to a Storyblok survey of 6,000 U.S. and European shoppers published Wednesday.
- Customers decide on whether the website is worth shopping on quickly: 2 in 5 customers say they decide whether to stay on a website within 10 seconds; 1 in 5 decide within 5 seconds.
- “Consumers want easy-to-navigate, intuitively designed, and fast-loading websites,” Dominik Angerer, CEO and co-founder of Storyblok, said in a prepared statement.
Dive Insight:
Customers want a functioning website and won’t put up with a bad online experience. To get it right, businesses need to focus on ensuring their user interface has a solid foundation.
Additional functionality, like chatbots, “is still an important factor in attracting customers, but it’s critical to get the basics right first,” Angerer said.
Storyblok found that consumers abandon an average of five purchases every year due to poor websites.
“Five purchases per shopper in missed sales may not seem like a lot, but when you scale this up to the number of potential new customers businesses are missing out on, it becomes a very significant amount of money,” Angerer said.
The top reasons for abandoning a purchase were limited payment options, poor navigation or layout and slow loading speeds.
Extra website features like chatbots can improve CX, but only if the basic functionality of a website is working as intended. Only one-quarter of consumers cited chatbots as important, according to Storyblok.
These findings align with those from Contentsquare. More than half of online shoppers would go elsewhere if a website took too long to load, according to a November Contentsquare survey. A common pet peeve among those respondents was the absence of quick-purchase checkout options.
