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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