Your website is the face of your organization, and many people expect to find everything they want and need on your site. Whether they visit your site to find out more about your organization, to find out more about your products or services, to place an online order, to ask questions, to get help/support, or apply for a job, there are many ways people are interacting with your website. And this is exactly why website quality is crucial.
So what makes a great website? One of the most important components is trust. Can a web visitor actually trust the information they find on your website? Is it accurate and relevant? Is it consistent? Is it error-free? No matter what quality assurance process you have in place, quality truly matters. Here are four stats to prove it:
1. 91% of website visitors do not trust websites that contain errors or mistakes
That’s a bit intimidating isn’t it? Inaccurate content is by far the top reason web visitors surveyed in a digital brand study by Neustar did not trust websites. As we’ve said before, maybe an error here or there doesn’t seem to be that big of a deal, but they add up to your web visitors, which is why quality assurance matters.
2. 88% of online consumers are less likely to return to a site after a bad experience
And almost half of these online consumers expressed a less positive perception of the company after the poor experience. The first impression of your brand may happen during someone’s first experience on your website. So you want to make it count! That’s why user experience is something you’ll hear over and over again in regards to your website – and why it’s crucial to provide the best one possible without errors or issues. Not to mention, a great user experience also applies to accessibility.
The worst part about a web visitor having a poor experience on your site is that it can alter their overall perception of your organization. And they might pass on their negative perception to others by word of mouth, social media, etc., which is why that perception is far more valuable than assuming one misspelling or broken link doesn’t matter. (Information from Weidert Group’s blog post “Why every B2B Company Needs an Up-to-Date Website in 2015”).
3. 9 out of 10 B2B buyers say online content has a moderate to major effect on their purchasing decisions
This information from Lenati’s blog post exemplifies the importance of your web content. While this stat is specific to B2B, it can also apply to B2C organizations as well. If you aren’t producing relevant, high quality content related to your products and services, then you’re missing out. And if your content is not error-free, it could make the difference in whether a lead converts and makes a purchase or not.
4. 47% of B2B buyers consume three to five pieces of content prior to engaging with a salesperson
I think you see where all these stats are headed, but again, whether you’re B2B or B2C it is likely there are many touch points before a purchase. This is especially true in the B2B world. If buyers interact with at least a few pieces of content, then you want your website content to be the best it can be. A misspelling could be the reason someone doesn’t call in for a demo, or the reason why someone blasts you on social media. Having a process in place to ensure all of your web content lives up to your organization’s standards will hopefully prevent mistakes from happening. (Information from Curata’s blog post “Content Marketing Statistics: The Ultimate List”).
So while your web team is probably already on board with the importance of quality in your content, it's vital that it remains important throughout everything you do online. As you can tell from these stats, it truly does matter to your website visitors. So want to know how you can maintain quality in everything you do?