• by Ray Schultz , December 20, 2022

Poor website design is costing ecommerce brands customers and money, according to new research by content firm Storyblok. 

Of the consumers polled, 60% said they abandon purchases due to a disappointing website user experience. 

The average shopper abandons an average of 5 purchases a year due to poor website experiences, and 8% back away from 10 purchases.

Site abandonment happens quickly -- 42% say they decide whether to stay on or leave a website within 10 seconds, and 20% do so within 5 seconds   

The biggest turnoffs are limited payment options (37%) and slow loading speeds (33%).

And, 42% of Americans said they have been too embarrassed to say where they purchased a product on at least one occasion because the website was so poorly designed. Only 18% of Europeans have shared that experience. 

Still, 60% of consumers feel e-commerce sites are getting better, with 5% saying they are worse.

Features such as chatbots are deemed important by only 27%. 

Meanwhile, 23% expect to make more Christmas gift purchases online this year, with 51% maintaining the same same levels and only 7% planning to make no online purchases. 

“Consumers want easy to navigate, intuitively designed, and fast-loading websites,” says Dominik Angerer, CEO and co-founder of Storyblok. “However, a lot of e-commerce websites are falling short.” 

Angerer adds: “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.”