Attractive Website doesn’t guarantee user loyalty, according to new survey

Posted on Oct 9 2016 - 1:33pm by Upgrade Staff

Nearly 95% of frequent Internet users say that a website’s ease of use is important when deciding whether to continue using the site, according to a new survey on user experience (UX). The findings come from a collaborative survey conducted by B2B research firm Clutch and UX design agency Brave UX. The survey targeted those who use the Internet four or more hours per day.

internet-use

In comparison, the visual appeal of a Website doesn’t have nearly as much impact on a user’s loyalty, the survey found. A modest 66% of survey respondents said that a Website’s appearance or ‘beauty’ is important when deciding whether to use it again.

UX experts expressed surprise at the high-ranking finish for ease of use. “My hypothesis would be that reality is actually the reverse of what people are verbalizing here,” said Denis Lacasse, Executive Vice president at Momentum Design Lab, a UX design agency. “If something is not attractive visually, your propensity to buy will be diminished.”

Yet, there are signals that usability is increasingly outranking attractiveness. Experts point to the user interfaces of Craigslist, Reddit, and email as examples.

Furthermore, Facebook was ranked as the easiest and most pleasant Website to use by 66% of respondents, followed by YouTube at 48%.

Experts cite the intense connectivity possible within Facebook as a contributing factor for its popularity. “I think a lot of people get a dopamine response from the idea that they are getting personal interactions with people they know and… a customized view of information,” said Kelaine Conochan, director of strategy at Brave UX, a full-service user experience agency.

Jordan DeVries, director of user experience at Brave UX, also mentioned several aspects of Facebook’s user interface (UI) that facilitate its usability. These include anchoring interactions around profile photos and simulating actions before they are made, such as when Facebook’s comment box shows the user’s profile picture and asks ‘What do you want to say?’

Overall, 66% of respondents found none of the top-ranked Websites featured in the survey difficult or frustrating to use. Experts mention that this result may be due to a user’s inability to recognize the coping mechanisms they’ve adopted to navigate online. For example, many users will type a website’s name into Google and click the first result, rather than type the actual URL into the browser.

“I think people, just by virtue of exposure, have developed coping strategies or patterns of use that they apply,” said Conochan. “I imagine it’s harder for people to admit that something they use all the time is difficult.”

The survey included 1,001 frequent Internet users, defined as those who use the Internet four or more hours per day. Websites were selected from the Top 15 most visited websites in the US as of August 9, 2016, according to Alexa.com.

Related Posts

NRCP selects reinsurance software from DXC Technol... DXC Technology announced that National Reinsurance Corporation of the Philippines selected DXC to implement the core reinsurance solution SICS for its...
Hitachi aims to overcome social challenges in Phl ... Hitachi Asia Ltd. is eyeing to help the Philippines overcome social challenges by leveraging their Social Innovation solutions and expertise. “We ...
ZALORA collaborates with Ayala to create ‘seamless... Digital fashion platform ZALORA, through its collaboration with Ayala Group, will roll out a number of projects by leveraging their combined businesse...
Malolos City launches all-in-one citizen ID cards ... The City of Malolos tapped PayMaya Philippines to launch all-in-one citizen ID cards that can be used to access citizen services, pay for fees and tra...
LRMC on the rails with Hackatren From increasing the number of trains and trips to reducing waiting time on the platform, private rail operator Light Rail Manila Corporation (LRMC) co...
8 Tips to keep customers happy Veloxity published a new infographic, "Customer Care: 8 Tips to Keep Customers Happy". Building on the concept that a successful business is dependent...
PayPal and Alpha JWC Ventures collaborate to provi... PayPal Holdings and Alpha JWC Ventures announced today that Alpha JWC will invest up to US$5M in 2018 participants of PayPal Incubator, a FinTech star...
Five security must-do’s for first time cloud users... By Jeff Castillo Country Manager, Fortinet Philippines What do Apple, Amazon and Microsoft have in common? The answer: All three technology giant...
Beats introduces new headphones, Beats EP Beats introduced its new headphones, Beats EP. The Beats EP is an on-ear headphone with a sleek and durable frame reinforced with stainless ste...
Biometric sensor market to reach $1.83B by 2024 The global biometric sensor market size is expected to reach $1.83 billion by 2024, according to a new report by Grand View Research. Technological pr...
About the Author

Leave A Response