Poorly designed websites are not just annoying they are bad for your health too, according to research commissioned by CA.
When confronted with a poor online shopping experience, the study found that many consumers experienced ‘web stress’. This was measured using sophisticated neurological and physiolgical techniques that analyzed voluteers’ brain waves and facial expressions. Participants found they had to concentrate up to 50% more when buying goods from badly designed websites.
Studying the volunteers as they carried out typical online tasks, such as buying a laptop or travel insurance, revealed two key pressure points in the buying cycle: search and checkout.
CA said the results signaled a need for businesses to improve the online experience for their customers, not only to reduce their web stress, but to increase their company’s own sales. Up to three-quarters of customers will typically abandon their online purchases part way through the process.
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