Slow apps and websites can ruin your reputation
|Richard Harris in iOS Tuesday, August 22, 2017|
How app speeds must continue to improve or else app abandonment rates may increase.
Apica conducted the survey among internet users in the UK, US and Sweden, to investigate changing attitudes towards a brand's digital performance. The survey of 2,250 consumers reveals that nearly 40% of us won't wait more than ten seconds for a website to respond before navigating away. One in nine users (11%) won't even give a site five seconds before moving onto another website.
Performance affects your digital brand
The survey also found that digital disappointment affects brand loyalty, with 60% of consumers likely to be less loyal towards a brand if they experience poor website or app performance. 10% of participants said they would never return to an offending brand for goods or services. Swedes are least loyal towards a brand that lets them down online, with 73% likely to turn to competitors.
Some noteworthy findings include:
The survey also revealed that users also have limited patience for organizations that schedule maintenance on websites and apps. Less than half (46%) of users said that several hours of downtime was acceptable, and even then, reasons for the downtime had to be properly communicated. 54% respondents had an 'upper limit' of one hour, and more than 1/10 (13%) actually expect 100% up-time.
Your app brand reputation at stake
Negative digital experiences are also likely to impact brand reputation with 83% of global respondents reporting they would consider telling colleagues about a poor website or app experience, and almost 4 in 10 would definitely share this.
"If companies wish to retain both customers and revenue, they must focus on proactive performance testing and monitoring of their digital services to ensure that, even at peak times, downtime does not occur," added Carmen.
Apica monitors ecommerce websites and publishes an annual Black Friday Web Performance Index. Last year, it revealed that whist the top ten eCommerce websites are healthy, the rest are lagging expectations. The 2017 index is due to be published late November after Black Friday and Cyber Monday.
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