New research has exposed just 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 businesses could be losing customers where it matters the 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 lasting customer interaction, better conversions, and reduced bounce rates.
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Rubbish websites are losing you customers
According to the insights, more than a third (36%) of users reported having frustrating experiences on most websites, oftentimes because of slow page loads. This left many ‘rage-clicking’, or pressing the same area of the site multiple times in order to get a response.
High-activity sites, likely to be those with better pages, noticed a 19% increase in conversions, a 47% increase in session depth, and a 20% reduction in bounce rate.
Contentsquare also highlighted the importance of an effective page. It found that consumers browse 20 content pages before a conversion, with session depth and time per session both experiencing year-on-year dips. This stresses the need for clearly designed and easily digestible web pages.
Company CEO Jonathan Cherki said: “Optimizing digital content and creating seamless customer journeys is where you should focus to drive growth and retention.”
Web designers have been tasked with three key areas for improvement: capturing attention, reducing friction, and ensuring content relevancy. The action steps also include highlighting high-performing pages and tweaking them to generate more conversions, and blending cross-device browsing sessions.
While consumers tend to browse from mobile devices, they still prefer to complete ecommerce platform purchases on a computer. Helping to prevent abandoned carts by fusing the experience is vital.
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