The French online end users have given their verdict in a survey driven online by Benchmark Group in November 2008, on a segment of 824 readers of the "Journal du net" and "L' internaute" Magazine".
96 % of the respondents pretend to use internet every day.
Of course, the results concern the French market but I believe that there's always something to learn about the other experiences... Below you'll find a few key learnings that are for some already known by the industry but it might be very useful to remind them in order to create or improve some Australian websites.
Firstly the survey reveals that the French websites have still some improvements to make as 1/3 of the end users consider 20% of the websites are badly created...
What we understand at the first stage is that the online consumers make a very quick judgement on the websites they visit:
"The sanction is often very hard and they can leave them almost immediately in most of the cases" explains Laure Sauvage who has conducted the survey.
For 44% of the consumers it takes less than 1 minute to leave a website which doesn't suit them.
More globally a site has less than 5 minutes to convince its visitors to stay.
The survey highlights more especially two key factors to retain the visitors:
ERGONOMICS and DESIGN
In most of the cases, the main problem is connected to the information's search process itself.
75 % of the respondents say that they don't know where and how to find the information they're looking for... that means than these websites don't answer to the consumer's core search which is the reason why they connect in at the first place.
Behind the two secondary topics that are listed are a bad presentation of the contents (for 2/3 users) and navigation issues (for 58%).
SIMPLE PRESENTATION & SOBRIETY
The end users want first of all a sober and clear presentation.
81% of the respondents complain about too many animations during the time they access and read a page.
71% leave the home page because they can't find easily the offer of the site
50% leave because the overall presentation doesn't give them confidence
36 % leave because the size of the text is too small
31 % leave because of too many colors
26 % leave because of bad pictures
In the end, some of these problems are unacceptable for an online experience.
Many of them result on delivering a bad journey to the end user by providing wrong landing pages or an inefficient site search process.
"46% of the end users said they didn't go back to a website when they haven't find what they are looking for at the first connexion"
Driving site usability and accessibility of information seems to be definitively the first key to settle a legitimacy and a validity for the customer, in order to make him a happy and regular user of a website.
At least, the end users consider that the purpose of a newsletter is to make easier the access to the content of the website which means that they don't like to do several clicks to find the relevant information.
Of course the branding and all the components of the mix marketing are keys to spread online the awareness and the recognition by the end customers.
Nevertheless, after all these warnings I keep in mind that the main value to create satisfaction and loyalty to a website is definitively the quality and the access of the content itself.
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