Five statistics to shape your 2018 digital strategy
As work begins to wind down and you make the final preparations for your office Christmas do, it is tempting to look back on the year and think how you did.
But Christmas retrospectives aren’t really our thing. Instead, we like to look to the future. Here’s some of the most important digital statistics and how they should inform your digital strategy going forwards.
Users form an opinion about your website within 50 milliseconds
First impressions are often the longest lasting. Like a firm handshake, they stick with you and reassure you. The same applies for well-designed company websites.
Research published in the Behaviour and Information Technology Journal shows that a website’s visual appeal can be assessed on seven different design dimensions within just 50 milliseconds (0.05 seconds). Well-designed websites sell more products and build credibility (see below).
As website users become more discerning, web designers will have even less time in which to make a good first impression.
75% say they judge credibility according to web design
Credibility is one of the biggest currencies that your company can trade on online. Online credibility helps drive traffic to your website and helps you convert more website visitors into paying customers.
Stanford University’s Persuasive Technology Laboratory has compiled a lot of research on website credibility, including this set of guidelines for web credibility.
In a large survey, researchers from the university found that more than 75% of users admit to judging a company’s credibility based on their web design.
69% of online shopping carts are abandoned
For eCommerce companies, tactics to convert more prospects into paying customers is going to be one of the cornerstones of the 2018 digital strategy.
As you encourage customers along the digital sales funnel, you might think that once a shopper has added something to their basket that they are all but hooked in.
But eCommerce design researchers Baymard Institute found that 69% of those shopping carts are abandoned at this stage. Reasons given for abandonment include unseen postage costs, being forced to create an account and complicated checkout processes.
67% of smartphone users say that when they conduct an online search, they look for the most relevant information regardless of the company providing it
Customers have come to expect more out of websites. And as the numbers of mobile web browsers have grown, they have emerged as the most curious, most demanding and most impatient online audience.
The masters of big data at Think with Google found that 67% of smartphone users now look for the most relevant information about what they are searching for, not the company providing it.
If you represent a big brand, this means that you can’t just trade on the strength of your history. If you are a small brand, you have a great opportunity to disrupt bigger firms and win attention online by offering better information and a better experience.
Spotify increased app clicks by 9% by ditching the hamburger menu
When it comes to digital, we know the smallest changes can have a big impact. But even we were surprised to learn that by ditching the ‘hamburger’ menu in their iOS app, Spotify increased total clicks by 9% and menu clicks by 30% in user testing.
You can never be too obsessed with how customers use your website and interact with your company. Make 2018 the year that you take customer’s digital needs seriously. The Spotify example also shows the value of user testing to make sure you are behaving rationally.