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Is there any study done that have proven this?

  • AP

    Alex Pyatetsky

    over 2 years ago #

    Call me crazy, but unless there's some deeper meaning to your question, this sounds like "can a stove heat water?"

    Think about it, long before the ubiquity of ecommerce, people put up website to show legitimacy and to communicate their brand. The notorious "business card/brochure" website. And it worked. And it still does.

    Another way to answer your question is to ask the inverse - does bad UI/UX hurt offline conversion? Maybe if you're in the rocket science consulting industry it doesn't, because rocket scientists don't care about websites. But if you're an agency and your website is a POS, you better believe its going to be hard to sell any kind of services when your own digital presence rubs people the wrong way.

    Moreso, the entire enterprise software industry is still very much built on a traditional sales model that includes demos, meetings, contracts, etc. The website just generates the lead and from their offline people close the sales. No website, no leads, no sales.

    I think the better question is how can website UI/UX *not* affect offline sales.

    • AP

      Alex Pyatetsky

      over 2 years ago #

      From there* :)

    • ST

      Stanley Tan

      over 2 years ago #

      There isn't any deeper meaning to it. It is a fairly simple question:

      Do prospects look at a website UI/UX and does that affect their purchasing decision in a major way?

      Let's take a scenario of a restaurant. If you went to a few restaurants' website, does the UI/UX of their websites affect your decision in a major way to go to which restaurant?

      Of course, if the transaction is online, the UI/UX plays a huge role. But what if the transaction is offline?

      Is there any study or research done that a website UI/UX affects a customer's purchasing decision?

  • DB

    Davis Brown

    over 2 years ago #

    I found a Well written article on this particle Issue " How UX Design drive Conversions" https://blog.templatetoaster.com/ux-design-animation-ideas-drive-conversions-payment-page/

    • ST

      Stanley Tan

      over 2 years ago #

      Thanks for the link, Davis but that article is based on online conversions, not offline conversion.

  • JA

    Justin Adelson

    over 2 years ago #

    I do not have any research to cite but I can offer my own personal experience and/or an example we are probably very familiar with.

    Under most circumstances, most expensive purchases (i.e. $5,000+) are made offline. If a car buyer has already decided on a make and model - let's go with the Audi A4 - but is looking for the best deal online they are going to browse websites on their mobile device. If they go to a dealer's website that is not mobile response and they can't view any of the inventory or they can't submit a question easily they are more likely to leave the site and go to a competitor's website. The first dealership might lose a sale because potential buyers cannot find the information they are looking for.

    But, this could also be for inexpensive purchases like ordering delivery. Not all pizza shops accept online orders, but the majority of them at least has their menu available online. Just like the dealership example above, if I can't easily view a menu and/or can't find a phone number to call I am more likely to see if there is anyone else in the area that delivers and I can view their menu.

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