When thinking about a great digital experience, 77% of Brits say that accomplishing what they set out to do quickly is their top priority, emphasising the need for easy, simple and seamless experiences online. That’s according to a new EMEA report from Digital Experience Intelligence (DXI) platform, FullStory.
The EMEA State of Digital Experiences 2023 report includes data from 3,000 European consumers, including 1,000 in the UK, who identified their top priorities for a ‘great’ digital experience:
1. Being able to quickly accomplish what I came to do (77%)
2. Personal information remains private (70%)
3. Not needing to contact Customer Support (52%)
4. Constantly improving experiences (43%)
5. Personalised content (37%)
6. Errors addressed immediately (21%)
With frictionless digital experiences as a top priority, UK consumers ranked ‘slow loading pages’ as their biggest source of frustration (73%). This was followed by page loading errors (63%) and dead links that don’t go anywhere (44%).
Unfortunately, according to the report, these issues remain concerningly common across UK apps and sites, with many brands struggling to get the basics right. Of those surveyed, 49% of Brits said they are frustrated by the digital experiences they receive across websites and apps. Faced with these issues, seven-in-10 will walk away from an app or site after a bad experience — more than any other region surveyed.
The quality of experiences also varies per sector. According to FullStory, UK financial services, online supermarkets and food delivery sites are the most likely to get these basics right. By contrast, sites from the automotive sector, healthcare and transportation typically score lowest.
