New research on online shopping habits by corporate CMS (opens in new tab) Storyblok claims poorly designed websites could cost British e-commerce platforms (opens in new tab) Losing over £1 billion in revenue.
According to the study, every online shopper abandons a £50 total purchase on average five times a year due to poor website user experience, and 12% of shoppers give up on a purchase over £100.
In a survey asked 6,000 consumers in the US and Europe about their online shopping behavior and website functionality, 48% of UK consumers said they had given up on a purchase because of poor website design. (opens in new tab) and user experience.
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Storyblok estimates the loss in purchases due to poor website functionality equals £1.41 billion per year.
The results reveal that the main reasons to avoid buying from a website are poor navigation or layout, slow loading speeds, pop-ups and uncompetitive prices.
“Consumers want websites that are easy to navigate, intuitively designed and fast to load. However, many e-commerce websites fall short. Five purchases per customer may not seem like a lot in missed sales, but when you scale that up by the number of potential new customers businesses miss, it becomes a very significant amount of money,” said Dominik Angerer, CEO and partner — founder of Storyblok.
“Additional functionality is still a key factor in attracting customers, but getting the basics right first is crucial. For example, companies can invest in a headless, composable commerce technology infrastructure, laying the foundation for a great, fast-performing user experience.”
Those questioned between the ages of 18 and 25 say that the main reason for leaving an e-commerce site is complex or outdated site designs. (opens in new tab).
Apart from that, research has revealed that additional functionality such as chatbots is one of the most important parts of an e-commerce website experience.
Survey respondents aged 55 and over chose ease of navigation and fast loading speeds as the most important factors, as research results reveal that older consumers account for higher value abandonment purchases – an average of 60.52 compared to £34 for 18-25 year olds. £ .
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