By Joanna Perry | Head of Marketing

Shoppers who encounter poor UX on a retailer's website are less likely to both shop on its site again or visit its stores. That's the findings of research from OnePoll, who investigated the impact on UK consumers when they have a bad experience on a retailer's site or app.

The research shows 58% of men and 52% of women avoid purchasing again from sites where the experience has been poor. However, the impact of a slow loading or difficult to use site goes further. Almost as many men and women said a poor online experience would make them less likely to visit a retailer's store.

The findings tally very much with comments from our own research among senior UK retailers from 2016, concerning the innovation investments they are likely to make in the next couple of years. They highlighted that online experience impacts upon consumers' perception of a brand in general; and so investments in site experience and the broader online proposition pay back not just in terms of online sales, but also store footfall and offline sales too.

Knowing that more retailers are also turning to digital marketing such as search marketing and paid social to drive store visits (and online retailers are investing in traditional offline marketing campaigns such as TV, outdoor and print) we are putting together a panel session on the topic at our Feb 23rd conference, to be held in London. We'll be bringing together a group of retailers to discuss how they are using online and offline sales and marketing channels to promote their stores and sites, and what the benefits are of doing so.

Those working in digital, ecommerce or marketing roles for retailers and consumer-focused brands are invited to register for the free half-day event, and come along to learn more about how successful online UX and online marketing can drive customers into stores.

Register for Practicology's digital challenges conference here

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