A quarter of businesses wouldn’t buy from a company that had poor website usability, according to research by PushON.
The ‘Attracting and retaining customers in a world of choice’ report surveyed 500 UK business decision-makers.
As well as website UX, it also found 21% of respondents found user reviews to be influential in their buying decision, while 18% found product offering to be persuasive.
The report also found a number of frustrations decision-makers commonly encounter when shopping online. Aside from UX, lack of customer service affected a third of respondents, while visualising products and problems with bulk orders affected a fifth.
Sam Rutley, MD at PushOn said as online commerces rapidly overtakes physical stores, businesses need to remain competitive.
“There is no point having an online proposition, if the front end provides an off-putting experience for anyone using it,” said Rutley. “In today’s competitive and challenging retail landscape, customers expect their B2B shopping experience to match the B2C experience. Now is the time for B2B e-retailers to review their offering in order to maximise their sales opportunities.”
