If disappointed, consumers less likely to purchase

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 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of US internet users surveyed said they would most likely be left with a bad impression if a small-business website had outdated contact information.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-optimised 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