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
"There are many ways to be a good researcher; Latin researchers should create our standards and fight for them."
Verónica Urzúa Jorge MontielThe B-side of the Research Impact
March 12, 2021
"China blew up one of their satellites to demonstrate they could threaten ours, creating a huge debris field."
Michal Anne RogondinoSaving Outer Space: The First UX Design System for Our Nation’s Satellites
January 8, 2024
"Embracing discomfort often leads to change."
Jemma AhmedTheme 2 Intro
March 10, 2022
"Reflecting on work and careers is important so we can look towards the future armed with lessons from the past."
Kara KaneTheme One Intro
November 16, 2022
"Relationship Design is about how you do your work, not just what you do."
Laine Riley ProkayHow DesignOps can Drive Inclusive Career Ladders for All
September 30, 2021
"The simple hi with no follow up feels off because it's like someone walking up to your desk saying hello and then staring at you waiting for your response."
Laura Gatewood Laine ProkayBeyond Buzzwords: Adding Heart to Effective Slack Communication
September 23, 2024
"Our agents are so honest and brutal with feedback, which I love because we don’t have to pull the truth out of them."
Caitlyn Hampton Monica Lee Jina YoonCompass 101: Growing Your Career In A Startup World
June 11, 2021
"Waves are happening on the fringes of society where cultural codes can be suspended and new social patterns develop."
Hana NagelTurning Research Ripples into Waves
November 8, 2018
"Designers need better training to handle off-the-shelf software that runs large organizations."
Alexandra SchmidtEnterprise UX Playbook (Videoconference)
December 1, 2022