UK consumers abandon brand platforms due to poor UX

ux - user experience online

Brands are missing out on consumer spending because their websites and apps are not delivering the right UX or user experience for visitors.

That’s according to new research published by brand strategy agency, Curious, in partnership with YouGov.

Poor UX

Badly designed digital platforms and those with poor functionality are putting people off and forcing them to abandon their basket or transaction, as respondents cite functionality and visual distinction as key drivers for a positive online experience. 

As many as 93% of the nationally representative panel of 2,000 UK consumers agreed that functionality is crucial when using a brand’s digital platform, while visual distinction came next on the list of priorities, at 73%. 

Meanwhile one in four of those polled felt a unique experience is also important.

A staggering one third of those surveyed said they had abandoned their shopping basket in the past year due to a bad experience, rising to 46% when looking across a lifetime. 

ux survey Curious_YouGov

However, only 40% of digital natives – that is people aged 18-24 – reported a negative online experience in the last 12 months, suggesting either they are more confident online, or brands are making more effort with the UX of sites aimed at younger generations in recognition of their enhanced expectations.

At a time when consumers’ have spent more than a year living largely online – shopping, socialising and working – their reliance on technology is greater than ever before. 

The research revealed that 68% of consumers will continue to live a hybrid lifestyle, with 40% of full time workers intending to continue working remotely. Interestingly, 53% of those who will continue to work from home live in London, as opposed to rural areas with a longer commute, signalling perhaps that many are still planning an exodus to greener pastures and more infrequent commutes into the city.

Elsewhere, the findings showed:

  • Only 3% fewer people aged 55+ will continue to shop online than those aged 25-34, showing brands do not need to attract older online shoppers but must understand what they want from their digital experience.
  • The vast majority of people will continue to bank (35%) and shop (36%) online while 13% will continue to access healthcare online.
  • 19% of people will continue an element of their socialising online, highlighting the extent to which the pandemic has changed our relationship with digital technology.

Nikki Cunningham, Managing Director of Curious, said: “In the past year, we have all developed new habits which, for the most part, will stick around. 

“Consumers have an even higher expectation of brands’ online offering now than pre-pandemic, and they will have little patience with a bad or difficult experience going forward.”

“As well as visualising brand personality, digital touch points need to be functional and facilitate the audience’s needs, so it should be a matter of huge consternation for any brand to see such a stark disconnect between their offering and customer expectation. 

“I hope our report can help businesses to direct their focus in the right place to address these challenges and ensure they are fit for the future.”