What’s the Solution to these problems?
Make sure that your website is optimized for speed. Last year we wrote about the connection between website speed and usability – and an optimized website is important than ever for usability, SEO, and customer satisfaction.
Eliminating bloated/unnecessary code, using data caching, and image optimization are all things that will speed up website performance.
In summary, these data points confirm many things we have all long suspected – technical site performance issues impact user experience and users perceptions and likelihood to return to your site. If your site is broken, or not working properly, your users WILL get frustrated.
And if this causes them to abandon your site, or not return in the future, it is impacting your bottom line in ways that are not always immediately apparent from your sales or website analytics data. And these are the types of issues that are often unseen in usability testing or the usability lab, which is why it’s important that you take a broader view on what user testing , user experience research and user experience strategy mean within your company.
Note: This data came from a survey conducted by WIRED magazine via an electronic feedback form. It is quite likely that WIRED’s readers are more tech savvy than the typical online shopper. Some have argued that they may be less forgiving of error prone sites. But it is also possible that savvier users are more understanding of website issues due to their perhaps more advanced technical knowledge. Ideally, we would recommend that in future surveys they target a representative sample of US users (stratified across important variables like State, income, age, gender, etc.) to create a stronger research study.
Let us know – How do you speed up your website? Do you think the results of the study align with your own online shopping habits? Let us know in a comment.