Poor Site Design Is Driving Consumers Away, Study Finds

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.”


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