Research questions website design and usability

Almost a third of consumers say it is rare to find a well-designed, easy-to-use website, according to a new report.

Digital consultancy Rawnet’s Online Conversion Report, which questioned almost 2000 adults, looks at the way in which Web design influences purchasing decisions and affects brand perception.

The report highlights the challenge of creating an eye-catching, well-designed site that is still user-friendly – while 31 per cent of British consumers believe it is rare to find a well-designed site, 20 per cent think that spectacular, creative sites can be difficult to use.

Meanwhile, 14 per cent of those questioned claim websites that are really easy to use are often lacking in creativity and the ‘wow’ factor.

The issue of usability is of particular concern, with almost three-quarters of respondents saying they would be more likely to deal with a company that showed all the relevant information they were looking for on a single page.

A huge 50 per cent of consumers say they are only occasionally presented with the information they have been searching for.

Adam Smith, managing director of Rawnet, says there is a real gap between the creative and technical capabilities of most Web design projects.

He says that companies are losing out on potential business because their current Web design consultancy has either focused too much on what looks great, or too much on non-essential technical features and failed to actually produce a website that works for the business.

In general, those questioned believe travel companies and supermarkets boast the best websites. Charity websites were rated last.

The Rawnet 2008 Online Conversion Report polled the views of 1962 UK adults on company website design and functionality.

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