Does a website being outdated discourage you from online shopping?

According to a study conducted by OnePoll on behalf of GoDaddy, how a company portrays itself online is becoming increasingly important. (Photo by Glenn Carstens-Peters on Unsplash)

In an increasingly virtual world, three in four Americans agreed that how a company presents itself online is more important now than ever before.

In fact, the average American abandons 24 online purchases per year because a company’s website looks unprofessional, according to new research.

A new survey of 2,000 Americans and 500 American small business owners found how a company portrays itself online is becoming increasingly important.

Just in the past month, the average American hasn’t gone through with $61 worth of purchases due to a brand’s website giving them pause.

The study, conducted by OnePoll on behalf of GoDaddy, went on to show that 82% of Americans surveyed said they’re less likely to buy something from a company if their online presence is unprofessional or dated.

Six in 10 Americans surveyed go so far as to say they are “disappointed” when they go to shop with a company and they don’t have a sleek, modern website.

But it’s not just official websites. Half of those polled said they’re “disappointed” when a brand they want to shop with has no social media presence.

And two in three said they would think twice about shopping with a company if they had an unprofessional or dated social media presence.

Nearly three in four (72%) said they are much more conscious of a brand’s online image now than they were just five years ago.

One in three said they enjoy a brand that has a “quirky” online presence, with 58% saying they’ve shopped with a brand specifically because one of their social media posts grabbed their attention.

With the world shifting more online, are small business owners aware that their bottom line is affected by how their website and social media presence looks?

According to the results, they’re highly aware.

Nearly every SBO polled (92%) said they felt like their website appearance affected their sales, with nearly the same amount saying the same about their social media presence.
But they could maybe use a hand when it comes to their own online presence.

“The survey findings show that it’s important to look good everywhere that your customers are,” said Justin Tsai, VP Product and Growth at GoDaddy. “Small business owners have a lot on their plate without the added worry of a sleek online presence.

“GoDaddy recently unveiled new features that gives small business owners the opportunity to easily create beautifully designed visual content for their websites and social channels without having to hire a graphic designer. ”

>> Download the video and infographic for this research story <<
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