New research has revealed the importance of a slick website, especially when it comes to customer experience across devices.
A study by digital experience analytics site Contentsquare found that businesses can lose customers where it matters most – at the time of conversion – if they have a poorly designed, slow or inefficient website.
On the other hand, a good product detail page, category page, and checkout page lead to sustained customer interaction, better conversions, and reduced bounce rates.
Junk websites lose customers
According to the data, more than a third (36%) of users reported a frustrating experience on most websites, often due to slow page loading. This resulted in a lot of “angry clicks” or tapping the same area of the site multiple times for an answer.
High-traffic sites, possibly 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 highlighted the importance of an effective page. We found that consumers browse 20 pages of content before converting, with session depth and time per session declining from year to year. This underscores the need for clearly designed and easily digestible websites.
The company’s CEO, Jonathan Cherki, said: “Optimizing digital content and creating seamless customer journeys is an area to focus on to drive growth and retention.”
Web designers were tasked with three key areas for improvement: attracting attention, reducing friction, and ensuring content relevance. Action steps also include highlighting high-performing pages and customizing them to generate more conversions, and connecting browsing sessions across devices.
While consumers tend to browse on mobile devices, they still prefer to finish e-commerce platform computer shopping. Helping prevent abandoned carts by pooling experiences is crucial.