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
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Around 5-20% of website visitors fail to complete their intended missions, depending on the industry.
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Customers who experience issues on a web visit have less than half the likelihood to recommend a brand compared to those without issues.
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A poor digital experience negatively impacts customers' overall brand perception, not just that single visit.
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Broader issues like content relevance, pricing, and navigation cause more mission failures than technical errors.
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Combining survey feedback with behavioral analytics provides a fuller picture to prioritize improvements.
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50% of digital feedback in retail is actually about offline experiences, showing cross-channel influences.
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Younger users engage more with digital customer service but have lower satisfaction, indicating higher expectations.
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About 25% of users who fail their online mission switch to a competitor, risking permanent customer loss.
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Tailoring digital experiences based on customer demographics and journey type improves satisfaction and completion rates.
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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."
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