When it comes to digital experiences, consumers value easy-to-use brand websites more than anything else, according to new research.
The poll, from digital experience company Acquia indicates that when asked what they care about most when interacting with a brand online, 65 percent of consumers stated, “a website that’s easy to find what I want” — above “interesting content” and “a brand’s social media presence”.
When pressed further about what makes a good website, the two top priorities for consumers were intuitive and easy navigation (39 percent) and being able to find what they want quickly (28 percent). This compares with less than one in ten consumers who said how a website looks is important to them, and less than one in twenty who said they care about personalised offers. The results are a stark reminder to brands attempting to deliver cutting-edge digital experiences that simplicity is still key in the mind of the consumer. While brands must deliver on key engagement enhancements like personalisation and customer journey mapping, doing so without offering simplicity for the customer is likely to weaken any digital experience.
Sylvia Jensen, VP marketing in EMEA for Acquia, explains, though, that delivering simplicity is not easy for brands: “Most marketers are now sold on the idea that digital experiences are key to success, but when you’re challenged with delivering a world-class digital experience to such a vast audience (often with different needs) on a global level, it’s no wonder brands struggle.
“There is a huge amount of complexity that goes into making a digital experience effective yet simple for a consumer. Brands therefore need all the help they can get from technology experts to marry up effectiveness and simplicity.”