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Small-Business Websites Expected to Be as Top-Notch as Large

If disappointed, consumers less likely to purchase

April 12, 2017 | Retail & Ecommerce

Consumers know what they want, and when it comes to visiting a small business’ website, they expect the same experience they would get from a larger chain.

If website visitors don’t get that experience—whether because the site doesn’t provide simple information like an address or business hours, or because it has a poor mobile experience—then they are left with a bad impression.

March 2017 research from Vistaprint Digital found that roughly half of US internet users surveyed said they would most likely be left with a bad impression if a small-business website had outdated contact information.

And almost as many respondents said they would have a bad impression of a site that provided no address, directions or business hours.

A poor mobile user interface, difficult fonts and an unprofessional design were other factors cited by respondents.

Surprisingly, some small-business websites are still not mobile.

A separate survey from Yodle, conducted by Research Now, found that four in 10 US small businesses don’t have a mobile-optimized site.

Ultimately, a bad impression—like that from a poor mobile site—can affect whether or not consumers make a purchase.

In fact, nearly 60% of respondents surveyed by Vistaprint said they would be less likely to purchase something from a small business based on a bad impression of its website.

Rimma Kats

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Shifts in how retailers and consumer packaged goods (CPG) brands think about ecommerce, combined with an accelerating acceptance among consumers for buying food digitally, have boosted online sales of groceries. Retailers and brands are taking note of these changing consumer behaviors and offering more digital options for grocery shopping and delivery, which will continue to drive the trend upward in 2017 and beyond.Preview Report

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