The Affect Website Quality Has On Customers
By: Lauryn Jashinsky
As I tried to think of a topic to blog about last week, I thought it would be appropriate to blog about something that would remind people the services our business offers are important to the success of any company's website. I searched, and searched, and searched for statistics on how the quality of a website affects the purchasing decision of customers. I came up statistic-less, but more importantly ended up intriguing myself with the idea. I needed to know! I decided if I couldn't find someone else's statistics, I would create my own. I created my own survey with questions about the importance of the visual appeal of a website, the ease of navigation of a website, and the impact the overall quality of the website has on the customer's perceived quality of the products or services being offered. I got 150 responses in just two short days, and the results were even better than I had anticipated.
The participants ranged in age from 14-59, with 79 of the 150 falling in the age range of 18-20. The gender of the participants were as follows: 89 females, 61 males. After analyzing all of the data, I concluded that age and gender did not play a significant role in influencing the outcome of the responses. Take a look at the infographic below for the shocking results.
Let's take a minute to review the results.
The first thing someone notices when they visit your website is the design. Is it visually appealing? Does it grab their attention? This is your first impression on customers. After looking at the results of this survey, it is safe to say you better make it a good first impression.
- Almost 68% of the internet users surveyed said that the visual appeal of a website will determine whether or not they buy from that particular company.
- Even more shocking, 82% answered that they have actually left a website just because they didn't find it visually appealing.
Website quality goes beyond just having a visually appealing design on your site. The quality of the website is also determined by the sites ease of navigation. How are you going to sell your product or service to customers if they don't know how to find out more about it, or just find it at all?
- 86% respondents acknowledged that website navigation was at least somewhat important to them, with about 65% of that 86% revealing that navigation was "very" important to them.
- 87% of the internet users surveyed said they have left a website and bought the product or service they were looking for somewhere else just because the navigation of the website was too frustrating. If you're a business with a poor quality website, you just lost 87% of your potential customers to your competition, all because your website was not easy to navigate.
Last, but most certainly not least, is the effect the quality of your website has on the perceived quality of your products or services.
- About 93% of the internet users surveyed agreed that they associate the quality of your products or services with the quality of your website. As a business, it is your mission to convey your products or services as the best quality they could possibly be to attract customers. You may have the best quality products or services out there, but if you lack a quality website, you will be hurting your online business more than you think.
It is pretty apparent from the results that website quality really does matter. It doesn't just matter, it is a make or break for a lot of customers. If you ever thought your business didn't need a well developed website, I think it would be in your best interest to reconsider that thought. Are you a business looking to redesign your website? Are you a customer who agrees that quality is crucial to any company's website? Let us know! Leave your comments below.
About the Author
Lauryn is currently a member of the 2014 class at the University of Wisconsin Oshkosh, pursuing her undergraduate degree in Marketing and eventually her Masters in Business Administration. In her free time, Lauryn enjoys running, biking, baking, painting, and fishing.