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.
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.).