Web site design trumps even price in consumers’ buying decisions
Web site design heavily influences consumer purchase decisions, says a new survey of American consumers conducted for Genex, an Internet design and development firm, by researchers Synovate eNation. The Genex/Synovate Customer Experience Survey found that 65% of consumers will not shop on a poorly designed site, even if it’s the site of a favorite brand.
The survey of 1,100 Internet users also found that 30% cease offline purchases from a favorite brand if their online experience is poor. In addition, 30% reported that web site design is more important than a great product. And only 4% will shop on a poorly designed web site even to get a rock-bottom price.
"Web site design is not about being pretty or slick -- it`s about the customer experience online and that means, ultimately, that it`s about sales," says David Glaze, vice president of creative for Genex. "As our survey shows, there are substantial financial consequences when a company does not pay enough attention to the usability and information design of its web site."
The survey also found:
• Web site design matters most to the affluent. More than 70% of those earning more than $75,000 per year say that they will not shop on a poorly designed site and may even discontinue offline purchases from a company with such a web site, compared to 60% of those earning less than $50,000.
• More than 75% of those between 25 and 34 say usability is a very important or extremely important factor in their online and offline purchase decisions, compared to 64% of those ages 45-54.
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