Easy Navigation, Speed Are Leading Website Performance Attributes - eMarketer

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Easy Navigation, Speed Are Leading Website Performance Attributes

Internet users want websites to be simple and reliable

December 2, 2015

When it comes to website performance, internet users say personalized content is less important than a website’s ease of navigation and speed, according to a September 2015 survey.

Most Important Attributes of Website Performance According to US Internet Users, Sep 2015 (% of respondents)

Soasta, a performance analytics company, and The Harris Poll surveyed 2,044 adults ages 18 and older. More than three-quarters of US internet users said that a leading attribute of website performance was that it was easy to navigate. Another top attribute was speed; 73% of respondents indicated so.

Reliability, responsiveness, the fact that it doesn’t crash and a simple layout were other top considerations of website performance. Only 13% of internet users said personalized content was a leading attribute.

While there are users who want a tailored and personalized experience, a user-friendly interface, especially one that doesn’t feature that many ads, is more appealing to them.

Important Factors When Choosing Which Websites to Visit According to US Internet Users, July 2015 (% of respondents)

According to July 2015 research from Undertone, 80% of US internet users said that one of the important factors when choosing which website to visit is that the content is uncluttered and easy to read. Sites with fewer than four ads per page are also important factors for 78% of respondents. Additionally, more than half of respondents (58%) said they are less likely to return to ad-cluttered sites.


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