"Can I help you find what you're looking for?" Ah yes, the classic go-to pickup line of brick-and-mortar retail employees. But we're well into the digital age, and for all the pop-ups we may experience online, there never seems to be a true digital equivalent to the meandering assistant. A recent report from AnswerDash says that might be a necessity, with website frustration and abandonment rocketing towards critical mass.
After a national survey, AnswerDash is ready to sit down and talk through the frustration that many Americans have with their favorite (or least favorite, rather) websites. Even though it gathered metrics in both category of site and age demographic, the findings in either aren't particularly astonishing or revelatory.
Think about it: when was the last time you spent more than two minutes struggling to find something on a website? If you're over the age of 55, then you're still 57 percent likely to abandon, compared to 75 percent of those between the ages of 18 to 24. The truly shocking stat is that 28 percent of those over the age of 55 would actually stay for up to four minutes. On average, an unintuitive or poorly designed website only had 90 seconds before the visitor said "sayonara."
Looking at the categories, the results are pretty clearly cut into winners and losers. Tech? The survey says that Apple.com had the least complaints (6 percent of visitors), while Microsoft.com confounds around 20 percent of visitors. In e-commerce, Amazon.com is the good guy, while Target.com was often found frustrating. Aren't government sites supposed to be rage inducing? The report notes that—apropos of nothing—Healthcare.gov was the most friendly website in the field of government, likely due to the necessary revision and attention it has received of late. IRS.gov, of course, takes home the trophy for worst.
But just what is a marketer to do in these dark days of only having 90 seconds before a user runs off in a huff? You've heard it before, but creating a valuable customer experiences (CX) is absolutely critical—and a website is one of the most important links of that chain. Also, starting with mobile Web design can help you out big time. We're seeing mobile on the rise, and mobile Web usage is overtaking traditional desktop browsing. Create a friendly experience on mobile, where larger, younger audiences are more likely to find you.
Do you have a favorite frustrating website experience? Share it in the comments, below.