Website Design Affects Consumer Sales
Jun 19, 2003, 12:00 AM
Far from just providing simple aesthetic value, website design heavily influences consumer purchase decisions. That's the finding of a new nationwide survey of the Genex/Synovate Customer Experience Survey of a cross-section of 1,100 Internet users. According to the survey, 65% do not shop on a poorly designed site - even that of a favorite brand. Nearly 30% even cease offline purchases from a favorite brand if their online experience is poor. And for many, a high quality product isn't enough to warrant struggling with a confusing site: 30% of consumers reported that web site design is more important than a great product. Only 4% will shop on a poorly designed website - and that's when the price is rock-bottom. Additionally, more than 70% of those earning more than $75,000 per year say that they will not shop on a poorly designed site and may even discontinue offline purchases from a company with such a website, compared to 60% of those earning less than $50,000. And, in excess of 75% of those between the ages of 25 and 34 say that usability is a very or extremely important factor in their online and offline purchase decisions, compared to 64% of those ages 45-54.