1,500 Americans surveyed: Long website loading times reduce customer trust

A recent study shows that if a seller’s brand website does not run smoothly, it is likely to lose potential customers.

Research by Full Story, a research organization , found that 75% of respondents would abandon an e-commerce website or app after encountering lost links or other failures , and 54% of respondents said that problems or failures when using a shopping website or app would reduce their trust in the brand.

Additionally, if the page loads too slowly, the navigation bar is too confusing, or users can't find what they need due to too many pop-ups, it will also prompt consumers to abandon the shopping site.

Kirsten Knipp, chief marketing officer at Full Story, said online retailers are paying more attention to details than before.

She believes that some businesses have been pursuing "flashy things" such as complex images and interactive functions, but what they should be most concerned about is the core e-commerce functions of the website.

"This survey gives sellers a clear idea of ​​what they need to prioritize right now, " Knipp said. "If you understand what consumers really care about, then you can improve the features accordingly."

Knipp added: “The survey also found that consumers are more cautious about their spending this year than in previous years. Among those surveyed, 51% compare multiple stores when shopping online and choose the best value for money, and 64% of respondents said they have reduced their spending in the past 30 days. ”

The data shows that for brand websites with bad shopping experience, 55.4% of the respondents clearly stated that they would not make any purchases on the website in the future, 34.2% of the respondents remained neutral, and only 10.5% of the respondents said that they might continue to shop on the website.

Knipp said: "This year's survey questionnaire is similar to last year, but some more timely questions have been added. For example, last year our questions focused on the impact of the epidemic on consumer behavior, while this year we mainly focus on consumer budget issues."

It is reported that the survey was launched in June this year and interviewed 1,500 adult American consumers. This data may not be representative enough, but it can still provide some ideas for online sellers.

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