Slow or poorly-made websites are costing companies millions
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New research has shown how important a slick website is, especially when it comes to cross-device customer experience.
A study by digital experience analytics website Contentsquare found that companies can lose customers where it matters most – at the point of conversion – if they have a poorly designed, slow or ineffective website.
On the other hand, a good product detail page, category page, and checkout page all lead to continued customer interaction, better conversions, and lower bounce rates.
Bullshit websites lose your customers
According to the insights, more than a third (36%) of users reported having frustrating experiences on most websites, often due to slow page loading. This caused a lot of rage-clicking, or pressing the same section of the site multiple times to get a response.
High activity sites, likely those with better pages, saw a 19% increase in conversions, a 47% increase in session depth, and a 20% decrease in bounce rate.
Contentsquare also emphasized the importance of an effective page. It found that consumers browse 20 pages of content before a conversion, with session depth and time per session both dropping year-over-year. This emphasizes the need for clearly designed and easily digestible web pages.
The company’s CEO, Jonathan Cherki, said: “Optimizing digital content and creating seamless customer journeys is what you need to focus on to drive growth and retention.”
Web designers have been tasked to address three key areas for improvement: grabbing attention, reducing friction, and ensuring content is relevant. The action steps also include highlighting high-performing pages and adjusting them to drive more conversions, and combining browsing sessions across devices.
While consumers tend to browse from mobile devices, they still prefer to complete ecommerce platform purchases on a computer. Helping to avoid abandoned carts by blending the experience together is vital.