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Survey shames 60% of brands which knowingly fail online customers


By John Glenday, Reporter

February 25, 2013 | 2 min read

A global brand survey conducted by WhatUsersDo, has found that 60% of brands are ‘knowingly failing’ their online customers.

The User Experience Survey Report, found that more than half of brand owners, including retailers, freely conceded that they were providing an average or below average digital experience to their customers.

On the flipside of the coin the survey found that just 18% of brands were ‘seriously’ committed to delivering the best quality user experience.

When asked what key benchmarks were used to make user enhancements the survey found that customer feedback (75%), data driven from web stats package (67%) and ‘own hunches and instinct’ (62%) were the lead drivers.

The research also found that despite 78% of companies proclaiming themselves to be ‘extremely’ or ‘quite’ committed a high quality user experience only 55% actually conducted any user experience testing.

Lee Duddell, Head of User Experience and Founder of user testing company WhatUsersDo, said: “The digital landscape is changing faster than it ever has and is becoming more complex. Companies are grappling with not only how they can improve user experience, but how they find the budget, get board buy-in, embed it into their processes and prove the ROI.”


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