How Poor Website & App Performance Can Hurt Brands

By Dennis McCafferty  |  Posted 2017-09-12
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    How Poor Website & App Performance Can Hurt Brands

    How Poor Website & App Performance Can Hurt Brands

    Consumers have little tolerance for slow website and app performance. Find out how quickly they'll lose patience and abandon your site for a competitor's.

A majority of consumers said poor website or app performance will negatively affect their brand loyalty, according to a recent survey from Apica. The resulting report, "Digital Desertion: The Rise of Consumer Web and App Expectations and the Impact of Negative Experiences," reveals that a notable share of survey respondents said slow-loading pages and apps would cause them to never return to a site for goods or services. So how long is too long to wait? For most survey respondents, 20 seconds represents the cut-off point. What's more, if they get fed up with these issues, there's a high likelihood they'd tell their friends and colleagues about the negative experience, further damaging a brand's reputation. "Digital consumers have limited patience for slow performance or delays," said Carmen Carey, CEO of Apica. "There is clearly a general expectation that sites and apps will perform faster and better, particularly with the advent of 'born digital' organizations. The onus is now on businesses, whether they're a leading financial company or an online retailer, to ensure peak performance at all times." A total of 1,000 users and consumers took part in the research.

Dennis McCafferty is a freelance writer for Baseline Magazine.

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