This week’s selection of stats has arrived for your reading pleasure.
The roundup includes news about voice search, print vs online promo, user expectations, and more. Swing by the Internet Statistics Database while you’re at it – there’s loads to dig into.
Print and online promotions impact customers in the same way
A new study by the Journal of Advertising Research has revealed that print flyers and online promotional communication has the same impact upon purchase behaviour and memory.
9,000 participants were put into three groups for the experiment, which included online flyers delivered via email, print flyers delivered home, and no flyers.
The results found that participants responded equally to both online flyers and print flyers, indicating that reach and cost should be key considerations for where brands invest.
Custom KPIs used by almost nine in 10 UK marketers
Xaxis has discovered that UK marketers are under increasing pressure to link marketing activity with business objectives.
In a survey of 250 brand marketers, 86% said they now use custom KPIs to link marketing activity with business objectives, compared with 24% of marketers still relying on click-through rates as their primary metric.
Eighty one percent of brand marketers also said they feel it is essential for digital campaigns to drive a direct correlation with business outcomes, with 77% agreeing that they see a positive impact on their marketing budget if objectives are met. Meanwhile, 76% believe the understanding gives them measurable competitive advantage within the market.
On the back of this knowledge, 81% of digital marketers are looking to increase investment in outcome-driven media based on custom KPIs in the next 12 to 24 months.
Amazon rated the best UX in consumer survey
Clutch has surveyed 612 internet users to learn more about their opinions and browsing habits in relation to high-profile websites.
Despite Facebook and YouTube having double the visitors, 21% of respondents (a majority) said that they prefer the UX of Amazon overall. Apples and oranges?
Meanwhile 48% of respondents said that ‘useful content’ is the primary reason they return to a website. In contrast to this, just 25% of respondents said they would revisit a website that’s easy to navigate, and 12% said they return to a website mainly because their friends and family are on the site.
In terms of common frustrations, 54% of people said they would stop using a website for a particular session if it is unreliable and/or if it loaded slowly. Lastly, 63% of people said they would permanently abandon a site if it is consistently unreliable.
53% of consumers feel brands fail to meet their standards
New research by Acquia has found that there is a significant gap between consumers’ experience of brands and marketers’ confidence in their branding.
From a survey of 1,000 consumers and 100 senior marketers in the UK, it was revealed that 87% of marketers are confident they can meet the level of experience their target market expects. However, 53% of consumers feel brands fail to meet their standards. In fact, two thirds of UK consumers can’t remember when a brand experience last exceeded their expectations.
Interestingly, most marketers appear keen to shift the spotlight elsewhere. 87% of marketers believe that other brands are behind the times in terms of how they interact with customers both online and offline, while 44% strongly agree that online brand experiences need to be made easier.
70% of consumers yet to act on voice search results alone
A new survey by Yext has found that the majority of people are still cautious when it comes to voice search.
In a survey of 2,000 UK consumers, 70% of respondents said that they have yet to act on the results of voice search alone, meaning they cross check the information offered by voice search tools with what they can read on their phones and computers.
Thirty five percent also reported that store opening hours discovered online have been inaccurate upon checking with the physical restaurant or store.
Twenty one percent have seen inaccurate locations listed and 26% haven’t been able to get in touch due to incorrect contact details. Meanwhile, 52% of consumers surveyed still qualify the information they receive by checking on three or four online sources.
Budget is the biggest challenge for UX teams
According to Userzoom’s State of UX in the Enterprise report, being able to secure resources and budget is the top challenge facing UX teams in enterprise organisations today.
In a survey of over 200 companies, 60% of respondents said that they continuously grapple with the complexities of being able to afford user research. Meanwhile, 57% cited integrating research into design and development as a top challenge, and 48% said getting executive buy-in.
Out of the survey respondents, only 12 said that their company’s UX research budget has decreased in the past year. However, six of those said that their budget had decreased by as much as 51 to 75%.
86% of consumers say the post-purchase experience is key to decision to buy again
According to a new report by Narvar (which provides solutions for post-purchase experiences), discounts are not the key to building customer loyalty. Rather, experiences beyond the buy button are fundamental to getting customers to buy again from a brand.
In a survey of 2000 UK consumers, 81% of respondents agreed that receiving updates on the progress of an order is critical in their decision to buy again. For 80%, being proactively updated about delivery schedules, including information on delays, made them more likely to repeat purchase.
60% of consumers prefer brands which communicate directly with them even after they’ve bought something, while 60% of consumers also like it when they have the ability to choose their preferred channel of communication.
The report concludes that, in some cases, customers can even be compelled to buy again before an initial purchase has even been delivered, proving the post-purchase experience is prime time for brands to engage.