Storyblok：2023年电子商务报告

TheStateof

eCommerce2023

HowCompaniesandConsumers

FeelAbouteCommerceWebsites

Copyright©2023Storyblok.Allrightsreserved.

Introduction

Almosteverybusiness(92%)believesthattheirwebsite'sbad

userexperienceiscostingthemrevenue,with30%claiming

thatthecostsurpasses$100,000peryear.Meanwhile,60%of

consumersabandonanaverageof5purchasesperyearowing

topooruserexperienceonwebsites.

Storybloksetouttostudywhatbusinessesandconsumersthinkof

eCommercewebsites.

Mainobjectives:

●Determinetheimpactofbaduserexperience

●UnderstandhowusersengagewitheCommercewebsitesandwhatmatterstothem

●Figureoutstepsthatcompaniescantaketoimprovetheirwebsitesandgainmorerevenue

Demographics

Storyblokpolled6000consumersacrossUK,

US,andGermanytolearnmoreabouttheir

onlinebuyinghabits.

Atthesametime,500businessleadersatmid-sized

eCommercecompanies

intheUSandEuropewereaskedabouttheirwebsiteperformancetocomparehowtheirexperiencecorrelateswiththeconsumers.

KeyFacts

48%ofbusinessesareembarrassedbytheirwebsitedespitespendinganaverageof$453,126onmarketingtechnology

Businessleadersestimatethatpoorwebsiteuserexperiencecosts$72,000inlostsalesperyear

60%ofconsumersabandonpurchasesduetopoorwebsiteuserexperience

42%saytheydecidewhethertostayonorleaveawebsitewithin10seconds–20%within5seconds

Limitedpaymentoptions,poornavigationorlayout,andslowloadingspeedsaresomeofthemainreasonswhyconsumersabandoneCommercewebsites

Lessthanasec

5.9%

Between1-5sec

13.9%

Morethanaminute

11.9%

Between6-10sec

21.8%

Between31sec–1min

13.9%

Between11-30sec

18.8%

WhatShapesTheWebsiteExperience

MostonlinecustomersdecidewhethertostayonaneCommercewebsiteduringtheirfirstvisitin6–10seconds;Firstimpressionsarecrucial!

WhenyouvisitaneweCommercewebsite,howlongdoes

ittakeyoutodecidewhetheryouwillstayorleave?

Notsure

13.9%

Easynavigation,

fastloadingspeed

,andappealingdesignarethetop3mostimportantthingsthatshapetheeCommercewebsiteexperience,accordingtoconsumers.

Whatfactorsinfluenceyoumostwhenbuyingaproductonline?

HowBusiness

WishtoImprove

Ifyoucouldimproveyourcompany’swebsite,whatwouldyouchange?

DespitethemajorityofconsumerschoosingeasynavigationasatopfactorofapleasantUX,overhalfofbusinesses(52%)wouldratherwanttheirwebsitetoacceptmorepaymentmethods,iftheycouldimproveitinsomeway.Thiswasfollowedby:

●Itwouldloadfaster(47%)

●Itwouldbemorevisuallyappealing(46%)

Morethan10hours

14%

2-3hours

36.8%

HoweCommerce

Business

evaluatetheirwebsites

Almosthalfofbusiness

owners/decision-makers(48%)saidthefunctionalityoftheireCommercewebsite(i.e.slowloading,contenterrors,mistakes)hadembarrassedtheircompanyinfrontofimportantstakeholdersorcustomers.

Onaverage,business

owners/decision-makersineCommerceestimatetheircompanyspends3.97hourseachweekonwebsitetasks.

●28%spendupto2hours

●21%spend2-3hours

●8%spendmorethan10hours

Onlyonethird(33%)ofbusiness

owners/decision-makersin

eCommercesaidtheirwebsitemeets

alloftheirexpectations.

●54%saiditmeetsmostoftheirexpectations.

●10%saiditmeetssomeoftheirexpectations.

Meetssomeexpectations

10.3%

Meetsallexpectations

34%

2hours49.1%

Meetsmostexpectations

55.7%

HoweCommerce

Business

evaluatetheirwebsites

Businessowners/decision-makerswereaskedtowhatextenttheyagreeordisagreewiththefollowingstatements:

Websitesarebetterdesigned/more

intuitivetousecomparedtorecentyears.

stronglyagree

disagree

agree

Visualfeatureslikeimagecarouselsand

videosimprovethecustomerexperience.

stronglyagree

disagree

agree

Websitesnowhavetoomanyfeatures.

stronglyagree

disagree

agree

Websitesgenerallyloadfasternowthanafewyearsago.

stronglyagree

disagree

agree

Chatbotsareenhancingthecustomerexperience.

stronglyagree

disagree

agree

TheRealCostofWebsiteMaintenance

Websiteerrorfixingandmaintenance

wastesanaverageof4hoursperweek–

with8%ofbusinessesspendingmorethan

10hoursperweek.

Howmuchtimedoyouestimateyourcompanyspends

eachweekonwebsitetasks(e.g.fixingerrors/bugs,

maintenance,omnichannelexperiencesetc.)?

Lessthan0.5hours

10hours+6.9%

6.9%

0.5-1hour

8.9%

1-2hours

5-10hours

30.7%

8.9%

2-3hours

17.8%

3-4hours

19.8%

Businessleadersestimatethat,onaverage,apoorwebsiteuserexperiencecosts$72,000inlostsalesperyear.

Howmuchmoneydoyoubelieveyourcompanylosesinbusinessperyearduetopoorwebsiteperformance?

InfluenceofMartechon

eCommerceROI

DoyoubelieveyouhavereceivedagoodROIonyourMartechinvestment?

Don’tknow

4%

No–poorROI

6%

Yes–verygoodROI

28%

Yes–goodROI

62%

Overthreeinfive(62%)saidtheyreceivedagoodROIontheirMartech(marketingtechnology,marketingsoftwareandplatforms)investment.Thiswasfollowedby:

●28%receivingverygoodROI

●6%receivingpoorROI

WhyConsumersAbandonPurchases

Overall,60%ofonlineshoppersclaimedtheyabandonedapurchasebecauseofapoorlydesigned/functioningwebsite.Meanwhile,peoplemaystillmakepurchasesfrompoorlydesignedonlinestores,buttheywillbeembarrassedtotellanyoneaboutit,whichisespeciallyrelevanttotheUSaudience.

Whatarethemainreasonswhyyouavoidbuyingproductsfromawebsite?

Poornavigation

orlayout

Haveyoueverboughtsomethingfromabrand,butwereembarrassedtotellanyoneaboutitbecausethewebsiteissopoor?

Uncompetitiveprices

Pooror

outdated

content

Slowloadingspeeds

Outdated

websitedesign

Limited

paymentoptions

Cluttered

design

Pop-ups

Total

UK

US

DE

How

Consumers

FeelAbout

VRandAR

ThemajorityofmodernconsumersexpectVRandARtostreamlinetheirpurchasingexperience,especiallythoseintheUSA.

UK-basedconsumers,however,arenotthatfamiliarwithorexcitedaboutthetechnology.

Virtualreality(VR)isasimulatedexperiencethatemploysposetrackingand3Dnear-eyedisplaystogivetheuseranimmersivefeelofavirtualworld.Augmentedreality(AR)isaninteractiveexperiencethatcombinestherealworldandcomputer-generatedcontent.

Wouldamixedreality(virtualreality(VR),augmentedreality(AR))buyingexperienceencourageyoutomakeapurchase?

TheFutureTrends

inMartech

WhenthinkingofthenextmajortrendinMartech,businessowners/decision-makersnamedthefollowing:

Noneoftheabove

3%

Omnichannelcontent

11%

Automation16%

Personalization20%

AI-generatedcontent

22%

AR/VRexperiences

28%

Conclusion

Businessleadersestimatethatpoorwebsiteuser

experiencecosts$72,000inlostsalesperyear.

●Themainreasonisthat60%ofonlineshoppers

abandonthepurchasesduetopoornavigation

anddesign.Meanwhile,51%ofconsumers

nameperformanceasoneofthemostcrucial

thingsineCommercewebsiteexperience.

Limitedpaymentoptions,poornavigationorlayout,

andslowperformancearethemainreasonswhy

consumersabandoneCommercewebsites.

Easeofnavigation,shortloadingtime,andsimpledesignarenamedtheprimaryfeaturesv