Poorly designed websites cost ecommerce platforms billions in lost sales
New research on online shopping habits through corporate CMS (opens in new tab) Storyblok has claimed poorly designed websites could cost UK ecommerce platforms (opens in new tab) to lose over £1billion in revenue.
The study found that each online shopper abandons an average of five purchases worth £50 a year due to a poor website user experience – and 12% of shoppers abandon purchases over £100.
In a survey of 6,000 consumers in the US and Europe about online shopping behavior and website functionality, 48% of UK consumers said they abandoned a purchase because of poor website design (opens in new tab) and user experience.
Bad website, bad business
Storyblok estimates that purchase losses due to poor website functionality amount to £1.41 billion annually.
The results show that the top reasons for avoiding buying from a website are poor navigation or layout, slow loading speeds, pop-ups, and uncompetitive prices.
“Consumers want easy-to-navigate, intuitively designed and fast-loading websites. However, many ecommerce sites fall short. Five purchases per buyer in missed sales may not seem like a lot, but when you extrapolate that to the number of prospects that companies miss, it becomes a very significant amount of money,” said Dominik Angerer, CEO and co-founder of Storyblok.
“Additional features are still an important factor in attracting customers, but getting the basics right first is crucial. For example, by investing in a headless composable commerce tech infrastructure, businesses can lay the foundation for a great, fast user experience.”
Respondents between the ages of 18 and 25 say that cluttered or outdated website designs are the top reasons for abandoning an ecommerce site (opens in new tab).
Aside from that, research has uncovered additional features like chatbots, which are highly ranked as one of the most important parts of an ecommerce website experience.
Survey respondents aged 55+ chose ease of navigation and fast loading speeds as the most important factors, as the research found that older consumers are responsible for higher value abandoned purchases – an average of £60.52 compared to £34 at the 18 to 25 year olds.
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https://www.techradar.com/news/poorly-designed-websites-cost-uk-ecommerce-platforms-pound141bn-in-lost-sales-yearly Poorly designed websites cost ecommerce platforms billions in lost sales
