NEW YORK—Just how important is ease of use for ecommerce websites?
A new study of 6,000 consumers across the U.S. and Europe by Storyblok found 60% of consumers abandon purchases due to poor user experience.
The report suggests all that abandonment will cost e-commerce companies an average of five purchases a year per consumer. It says 8% of consumers abandon more than 10 purchases, Mobile Marketing
When asked their main reasons for giving up, 37% said limited payment options, 37% cited poor navigation or layout, and 33% pointed to slow loading times.
"Consumers want easy to navigate, intuitively designed, and fast loading websites,” said Dominik Angerer, CEO and co-founder of Storyblok, according to the report. “However, a lot of e-commerce websites are falling short. Five purchases per shopper in missed sales may not seem like a lot, but when you scale this up to the number of potential new customers businesses are missing out on, it becomes a very significant amount of money."
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