The 2023 report delves into findings from an online survey conducted by Forbes Advisor in collaboration with OnePoll. Upholding the Market Research Society’s code of conduct, the study engaged 2,000 U.S. adults, revealing that a significant 72% of consumers express that a poorly crafted website adversely impacts their perception of a business. This statistic underscores the paramount importance of making positive initial impressions in the digital arena.But what exactly repels online shoppers? The survey pinpoints various key irritants, including auto-playing video content. Although engaging when utilized effectively, such content can provoke frustration if it disrupts the user’s journey or drains bandwidth. Additionally, pop-up ads, live chat pop-ups, and unappealing layouts emerged as notable annoyances for users.
Conversely, the report delineates elements that elevate user experience. Video content, when employed judiciously, reigns supreme as the most significant feature for 83% of users, closely followed by mobile-friendly design and personalized content. These features are not merely preferred but expected by today’s online consumers, who demand dynamic, contextually relevant experiences tailored to their needs and preferences. Nevertheless, it’s crucial to acknowledge that auto-playing video content stands out as the most aggravating website feature, cited by 52% of respondents.
Key findings from the report include:
- 72% report that a poorly designed website affects their opinion of a business.
- 82% report that having a mobile-friendly website is a must-have for online shopping.
- 83% of online shoppers say that they expect businesses to provide video content of their products.
- 73% of online shoppers prefer to have personalized recommendations when visiting a business’ website.
- More than half of online shoppers (52%) say that websites with auto-playing video content is the most annoying feature of online shopping.
- 48% of online shoppers dislike pop-up ads, while 45% prefer to not have live chat pop-ups while shopping.
