Genex Releases Website Survey

  • June 17, 2003
Web site design heavily influences consumer purchase decisions. That's the finding of a new nationwide survey of American consumers conducted for Genex, an Internet design and development firm, by Synovate eNation of Chicago. The Genex/Synovate Customer Experience Survey found that 65 percent do not shop on a poorly designed site -- even that of a favorite brand. Nearly 30 percent 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 percent of consumers reported that web site design is more important than a great product. Only 4 percent will shop on a poorly designed web site -- and that's when the price is rock-bottom. Among the other survey findings: Web site design matters most to the affluent. More than 70 percent 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 web site, compared to 60 percent of those earning less than $50,000. The most active consumer group is most attuned to usability. In excess of 75 percent 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 percent of those ages 45-54.
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