What are the 5 main causes of frustration on a website?
Nearly 40% of visitors have frustrating experiences on websites, according to the latest Contentsquare study.
Top 5 Website Frustration Factors
According to the report, here are the top frustrating factors that create roadblocks throughout the customer journey and can negatively affect the online experience:
Long loading times (18.1%): the visitor is faced with a web page that takes more than 3 seconds to load.
Rage clicks (6.0%): the visitor clicks at least 3 times on an element in less than 2 seconds.
Repeat interactions with a button (5.9%): the visitor clicks a button at least 3 times.
Repeat user targets (5.3%): The visitor clicks on an element at least 3 times.
Repeated interactions with a field (3.4%): the visitor clicks on a field at least 3 times.
“The reality is that one in three customers today experience a frustrating experience, often due to poor site performance.”
3 best practices to optimize the customer journey
1. Bet on the speed of sessions for more income
Pages that load in less than 1 second, as opposed to those that exceed 2 seconds, lower the bounce rate by 5.5 points (43.5% vs. 49%) and increase the average number by 1.2 page views per session. And those extra views improve the conversion rate by 25%.
2. Prioritize customer interaction
Sites with more activity (time spent by users engaging with content during a visit) have 19% higher conversion rates and 20% lower bounce rates. Increased activity drives conversions, so businesses have a vested interest in creating more interactive pages, including Product, Category, and Checkout pages, which are the three most popular page types.
Another noteworthy fact: buyers consult on average more than 20 pages of content before converting. Contentsquare notes that since 2022 customer patience and consumption have been declining: each visit is 2.3% shorter on average. As for overall time per session, it was down 7.5% year over year.
3. Optimize your mobile payment pages
Many brands are losing customers on the checkout page, especially on mobile: almost 20% of mobile visits include time spent on a checkout page, but overall mobile conversions have dropped by more than 4% compared to to the previous year. In contrast, Contentsquare's report highlights that 18% of desktop visits include a Checkout page and overall conversions there increased by almost 3% year over year.
Online experience KPIs to remember
To understand the online experience of customers, Contentsquare highlights the 3 main KPIs that should not be overlooked:
Traffic segmentation: the composition of visitors and the evolution of the share of traffic and conversions according to source, medium and industry.
Consumption per session: commitment throughout the course.
Session results: the trend of conversion and rebound over the past year, by medium (mobile, desktop, etc.).
“If you are looking for personal insights related to your specific case, feel free to request a call-back by contacting us.”
