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Are slow speeds and complex websites harming your sales?

12/10/2012 | Internet hosting |

With internet connection speeds around the world improving at a huge rate, there's little tolerance among consumers these days for websites that are complicated or slow to load. Consumers have said slow speeds are one of their biggest frustrations when trying to make a purchase on ecommerce sites, a new study by Brand Perfect has found. In fact, two-thirds of people cited this as one of the main reason they will abandon a session before completing the checkout stage.

However, other common problems cited included overly-complicated sites that are hard to navigate, as well as being forced to go through multiple steps to make a purchase, which were picked out as an issue by 49.7% and 40.4% of respondents respectively. Therefore, it's clearly important that you take the time to think about the design of your site as well as taking steps to improve its speed and reliability. Pages that are appealing to look at, easy to understand and offer interesting features could make all the difference in a crowded market.

One thing you can do to improve this is to explore the capabilities of HTML5 solutions. Brand Perfect observed this technology offers a consistent and standardised medium for a company to reach an audience whatever device they are using, regardless of platform or display resolution. It's also flexible enough to be using for both desktop and mobile web design, as well as offering great solutions for rich media advertising and web applications, the company continued.

Brand Perfect added: "Customers want shopping online to be fast, easy and safe. To make this happen, design and digital development must be central to a brand's plans." It was also noted that with the wide range of web analytics tools now available to businesses, it should be possible to track user activity and pinpoint where any problems in your website lie. Because of this, there's really no excuse to keep making the same mistakes over and over again in your web design.


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