Corporate Eye

Websites Play Major Role in Customer Satisfaction and Brand Loyalty

A new study by Foresee Results shows that consumer product websites can have a significant impact on customer satisfaction and brand loyalty.  If you’re having trouble selling your executives on the importance of investing on a great website, then take these results into your next meeting.

When compared with less satisfied website visitors, satisfied visitors are:

  • 81% more likely to return to the website
  • 109% more likely to recommend the website
  • 59% more likely to recommend the product
  • 73% more likely to purchase online
  • 41% more likely to purchase offline
  • Those are some significant numbers and highly representative of the word-of-mouth influence that online marketing, including your brand’s website, has on consumers. 

    According to a ForeSee Results press release that was published this week, the data from this study, “comes from ForeSee Results’ CPG benchmark, which is composed of satisfaction scores for online browsers on more than 25 websites for major brands like ConAgra, Eukanuba, Kellogg’s, L’Oreal, Rubbermaid, and Snapple, among others.”

    It’s clear that website satisfaction has an impact on consumer satisfaction and behavior.  The lesson to learn is that your brand’s website must meet customer expectations and deliver what they’re looking for.  Your website has far-reaching influence.  Usability testing and research should be included in the website development budget and enhancements and updates should be a priority in your marketing plan. 

    Do you have trouble getting updates made to your brand website?  Having a stellar website is more important than ever.  Hopefully, these statistics will help you get your website projects bumped to the top of the priority list at your company.

    Image: Flickr

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    Susan Gunelius is the author of 10 marketing, social media, branding, copywriting, and technology books, and she is President & CEO of KeySplash Creative, Inc., a marketing communications company. She also owns Women on Business, an award-wining blog for business women. She is a featured columnist for Entrepreneur.com and Forbes.com, and her marketing-related articles have appeared on websites such as MSNBC.com, BusinessWeek.com, TodayShow.com, and more. She has over 20 years of experience in the marketing field having spent the first decade of her career directing marketing programs for some of the largest companies in the world, including divisions of AT&T and HSBC. Today, her clients include large and small companies around the world and household brands like Citigroup, Cox Communications, Intuit, and more. Susan is frequently interviewed about marketing and branding by television, radio, print, and online media organizations, and she speaks about these topics at events around the world. You can connect with her on Twitter, Facebook, LinkedIn, or Google+.
     
    Comments

    Good website for sure will bring more satisfied customers as well as they will return. When designing new website be aware of site usability

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