Summary
What drives customers to take the first step in their digital journey? What friction can knock their journey off-kilter or end it completely? We surveyed thousands of consumers after they visited websites across multiple industries to understand how digital experiences can make or break customer loyalty – and ultimately, your bottom line. In this session, you'll see the results of our research and a data-rich deep dive on why website visitors fail to complete their intended missions, the barriers that cause them to give up, and where they go after a bad digital experience.
Key Insights
-
•
Around 5-20% of website visitors fail to complete their intended missions, depending on the industry.
-
•
Customers who experience issues on a web visit have less than half the likelihood to recommend a brand compared to those without issues.
-
•
A poor digital experience negatively impacts customers' overall brand perception, not just that single visit.
-
•
Broader issues like content relevance, pricing, and navigation cause more mission failures than technical errors.
-
•
Combining survey feedback with behavioral analytics provides a fuller picture to prioritize improvements.
-
•
50% of digital feedback in retail is actually about offline experiences, showing cross-channel influences.
-
•
Younger users engage more with digital customer service but have lower satisfaction, indicating higher expectations.
-
•
About 25% of users who fail their online mission switch to a competitor, risking permanent customer loss.
-
•
Tailoring digital experiences based on customer demographics and journey type improves satisfaction and completion rates.
-
•
Experience-led growth, as discussed by Adobe, highlights the business value of improving digital customer satisfaction.
Notable Quotes
"Whether we’re talking about Financial Services, retail, Hospitality, there is clear opportunity for improvement in digital customer experience."
"People that experience an issue on a website visit drop their likelihood to recommend from over 50% down to 20-30%."
"A poor experience on a web visit isn’t out of sight or out of mind; it affects their entire history with the brand."
"The digital customer expects personalized, tailored experiences now more than ever."
"There’s a little forgiveness in digital channels if you can still complete the mission despite frustrations."
"Issues often stem from broader content or product positioning problems, not just technical malfunctions."
"Using multiple data sources like surveys and analytics helps triangulate where to focus improvements."
"50% of feedback about retail digital channels actually relates to physical store experiences."
"Younger visitors are twice as likely to engage with chatbots or employees on websites but report lower satisfaction."
"It costs less to keep existing customers happy than to acquire new ones, reinforcing the ROI of experience improvements."
Or choose a question:
More Videos
"Scale isn’t just about quantity, it’s about the quality and impact you have on the outcomes of the organization."
Standardizing Product Merits for Leaders, Designers, and Everyone
June 15, 2018
"You can mine metadata from your platform to spot emerging patterns and commoditize new components."
Simon WardleyMaps and Topographical Intelligence (Videoconference)
January 31, 2019
"Cisgender binary options in onboarding flows exclude non-binary and gender-expansive identities."
Sandra CamachoCreating More Bias-Proof Designs
January 22, 2025
"I felt on edge around Jeff and physically depleted after our interactions."
Darian DavisLessons from a Toxic Work Relationship
January 8, 2024
"My goal today is to showcase how generative AI can go beyond just speeding up our processes and actually catapult us in our career."
Fisayo Osilaja[Demo] The AI edge: From researcher to strategist
June 4, 2024
"How do you create a sense of craft in an environment fraught with ambiguity, complexity, and anxiety?"
Uday GajendarThe Wicked Craft of Enterprise UX
May 13, 2015
"Relying on a single content strategist was a strategic mistake that created a single point of failure."
Davis Neable Guy SegalHow to Drive a Design Project When you Don’t Have a Design Team
June 10, 2021
"You won’t know what success looks like until you put something out there and see how it works in practice."
Eniola OluwoleLessons From the DesignOps Journey of the World's Largest Travel Site
October 24, 2019
"We believe tracking design metrics aligned to business goals is important to demonstrate design’s impact."
Aurobinda Pradhan Shashank DeshpandeIntroduction to Collaborative DesignOps using Cubyts
September 9, 2022
