Why Read This
This report is an update to "Web Sites That Don't Support Customers' Goals Waste Millions" originally published on February 17, 2010. To understand the effect of poor website usability, Forrester asked US consumers what they do when they can't complete a goal online. Results show that the vast majority of people switch to more expensive channels, most often the phone. Others give up and go to a competitor, while still others abandon their goals entirely. This report helps customer experience professionals discover and make the business case for digital customer experience improvements. It provides data and models that you can use to understand your own exposure to customer experience failures and make a strong case for fixing usability problems that drive consumers away from the site.