Consumer Behavior

Consumers just want efficient digital experience

Adobe Stock

February 6, 2023

A good number of U.S. consumers, 40%, push brand loyalty to the side and aren't too focused on where they buy online as long as the experience is a good shopping experience.

That's a prime finding of a FullStory survey polling 7,000 consumers called "2023 Global Digital Experience."

The findings reveal Americans are loyal to the experience, and not necessarily the brand, according to a press release on the findings.

The research reveals that even in a price-sensitive environment, the customer experience can have a direct impact on revenue: nearly six out of 10 of Americans (58%) will pay a premium for a guaranteed flawless digital experience. The demand is not exclusive to the U.S., with 59% of consumers worldwide stating the same.

More than half of those polled (53%) are unlikely to return to a business that provides a poor digital experience, and only 5% said they are "very likely" to give a brand a second chance after a bad online experience.

"Companies across sectors are looking for strategies to stand out and retain customers in the face of economic slowdown," Scott Voigt, CEO of FullStory, said in the release. "Providing an exceptional digital experience is one of the best ways to win customers who are clearly open to switching brands and won't tolerate digital friction. Digital experience data and insights equip brands to create perfect digital experiences, making it easier for consumers to get things done online and helping businesses increase revenue and retention."

Additional findings include:

• The top factor to ensure a great digital experience in 2023 is the ability to "quickly accomplish what I came to do" — a priority for 81% of U.S. consumers and 77% of consumers worldwide.
• Grocery — Only 33% described the digital experience as "simple," with 16% saying the experience is "stressful" or "difficult."
• Retail — Online shopping sites fared the best, with nearly half of U.S. consumers (46%) describing the digital experience as "simple," and 17% saying the experience is "stressful" or "difficult."
• The most common frustrations highlighted by U.S. consumers include slow loading times (65%), page loading errors (62%) and dead links (45%).

Despite these issues, more than half (51%) will not report issues when they occur, meaning brands are often unaware of digital errors that are costing them revenue.