New Study of Enterprise CMSs on Online Shopping Habits (opens in a new tab) Storyblok claims poorly designed website could cost UK e-commerce platform (opens in a new tab) Lost revenue in excess of £1bn.
Research has found that online shoppers abandon an average of five purchases a year worth £50 a year due to poor website user experience – with 12% of shoppers abandoning purchases worth more than £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 due to poor website design (opens in a new tab) and user experience.
bad website bad business
Storyblok estimates that lost purchases due to poorly functioning websites equate to £1.41 billion a year.
It turns out that the top reasons for avoiding buying from a website include poor navigation or layout, slow loading, pop-ups, and uncompetitive pricing.
“Consumers want sites that are easy to navigate, intuitively designed, and load quickly. However, many e-commerce sites fall short of this. Five purchases per shopper during a missed sale may not seem like much, but When you scale that up to the number of potential new customers a business misses out on, that’s a lot of money,” said CEO and co-founder Dominik Angerer. -Founder of Storyblok.
“Additional functionality is still an important factor in attracting customers, but it is critical to get the basics right first. For example, by investing in headless, composable commerce technology infrastructure, companies can lay the foundation for a great, fast user experience.”
Respondents aged 18-25 say confusing or outdated website design is the main reason for leaving e-commerce sites (opens in a new tab).
In addition to this, the study also found that additional features such as chatbots are listed as one of the most important parts of the e-commerce website experience.
Survey participants over the age of 55 chose ease of navigation and fast loading speed as the most important factors, as the findings found that older consumers were more likely to abandon purchases of higher value – £60.52 on average, compared to 18-25 year olds 34 pounds.
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