Trends Report

Websites That Don't Support Customers Waste Millions

August 21st, 2012
Megan Burns, null
Megan Burns
Adele Sage, null
Adele Sage
With contributors:
Sucharita Kodali , Harley Manning , William Chu , Allison Stone


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.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.