While global e-commerce sales are reaching unbelievable levels, average online conversion rates remain doggedly low. Fewer than 4% of consumers arriving from desktop browsers buy, and the number is lower still for tablet (3%) and smartphone users (1%), significantly lower than offline retail conversion rates, estimated to be 20%–40%.
A recent study found that online purchasers tend to rely more on intuition (aesthetics, professionalism, etc.) than on deliberation (security, privacy policies, return guarantee, etc.). Understanding that online consumers often rely on intuition has profound implications for redesigning online consumer experiences. What seems like aesthetic design choices may actually be the difference between a purchase or not. (Harvard Business Review, 1.23.18)
Is your web design helping or hurting your conversion rates? Call us today (417.877.7808) to discuss a website usability study.