New research uncovers website features most likely to discourage purchases

by | Nov 1, 2022 | Marketing, Public Relations

Brand website visitors form their first impressions of a site within milliseconds, usually based on layout, colors, ease of navigation, and font size—and since a company’s website is often the first point of contact between them and their customers, having a credible and functional site is critical.

New research from Bespoke Software Development Company asserts that as people become more selective about how they spend their time online, businesses must incorporate exciting features without sacrificing usability. Having said that, what are the website features that most discourage us from purchasing?

In order to find out, the researchers asked 2,267 people in the UK aged 18 to 70 to determine what the main reasons for not purchasing from a website are.

The website features that are most likely to put people off buying:

New research uncovers website features most likely to discourage purchases

The surveyors found the website feature that is most likely to put us off buying is the site feeling insecure or untrustworthy, with 80 percent of survey respondents ranking this as the most important factor. A further 87 percent said it would put them off because it felt unsafe or could be fraudulent. If your website appears untrustworthy, you will have a difficult time convincing customers to buy from you. There are numerous things you can do to build trust with your customers, such as keeping your content up to date and ensuring your website has a professional design.

Poor reviews come in second, with 75 percent of participants saying that this factor will deter them from purchasing from a website. A further 74 percent said they would be put off by this because they would be concerned about the quality of the product they are purchasing. According to research, 93 percent of consumers say online reviews influence their purchasing decisions, so having negative reviews about your business will undoubtedly influence buyer behavior and raise concerns about your products.

Too many pop-ups on the site and a complicated sign-up process ties for third place with 68 percent of the vote. Constantly having to close pop ups on a site can irritate a consumer, and having a long drawn out sign up process will turn people off because consumers want to get things done quickly.

Payment method issues rank fourth, with 67 percent of respondents saying they would avoid purchasing from a website because of this, and slow loading times rank fifth, with 63 percent saying they would avoid purchasing from a website if they encountered this.

Why does this put us off buying?

New research uncovers website features most likely to discourage purchases

“Your website is one of the most important assets to your business, regardless of whether you are in the personal services sector such as hairdressing or in the tech sector selling goods. As you can see from the survey results above, customers will judge your website almost instantaneously due to several different factors, so knowing when your website needs to be updated will only help your business become more successful,” said Jignesh Vaducha of Bespoke Software Development Company, in a news release.

“The most obvious place to start is with customer reviews. If you have received numerous complaints from potential customers regarding your website’s loading speed and overall user experience, it is time to redesign it. Examine your own website; does it accurately represent you as a brand and provide the first impression you seek?

“Another thing to consider is your website’s bounce rate, which you can check by integrating Google Analytics with your site,” said Vaducha. “Your bounce rate is the percentage of visitors to your site who leave after only viewing one page and not browsing any further, so if your bounce rate is high, say 80 percent, it means that potential customers are leaving your site as soon as they click on it. What we recommend is that you test your website to see if it is responsive. Do the pages load quickly? Is the text understandable? Is your website’s call to action clear enough?

“You should always be looking for ways to improve your website, and combining these factors will provide you with the best chance of success for you and your business, as well as a higher return on investment.”

Bespoke Software Development Company sought to determine the website features that are most likely to put us off buying. To accomplish this, they conducted a survey in which they asked what website features are most likely to deter people from purchasing from the website, followed by why. The survey had 2,267 participants, all of whom were from the United Kingdom and ranged in age from 18 to 70.

Following the collection of survey results, the team was able to rank the factors most likely to put us off buying from a website from least to most, resulting in a list of the website features that most discourage us from purchasing. The data was collected on 10/20/2022 and is accurate as of then.

Richard Carufel
Richard Carufel is editor of Bulldog Reporter and the Daily ’Dog, one of the web’s leading sources of PR and marketing communications news and opinions. He has been reporting on the PR and communications industry for over 17 years, and has interviewed hundreds of journalists and PR industry leaders. Reach him at richard.carufel@bulldogreporter.com; @BulldogReporter


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