A RECENT survey by technology company Postcode Anywhere shows many online businesses are failing to capitalise on the full potential of e-commerce by placing obstacles in the way of likely customers.

The opportunity to reduce sale costs by putting the customer in charge of the order process is being jeopardised by poor web design, according to Guy Mucklow, who owns Postcode Anywhere, in Hallow, near Worcester.

Heading the list of irritating design features on websites were pop-up adverts, which 89 per cent of respondents felt were a distraction and likely to put them off buying.

Distractions

More than 80 per cent of respondents found the process of repeatedly completing thier address and other personal information frustrating, while slow download times and lack of clear pricing were other distractions which put people off.

"We are very conscious of the issue of having to enter your address information every time you want to place an order," said Mr Mucklow.

"Not only is it very slow and tiresome for the customer, the amount of inaccurate data that must be collected from some websites must be mind boggling."

Damage

As well as adversely affecting sales, lack of attention to user experience can also damage the overall brand.

"Businesses need to be much more aware of the way potential customers use their website and endeavour to make the order process that much simpler," said Mr Mucklow.

"There is no point spending good money driving traffic to the website if they encounter slow load times, lack of pricing information and unnecessary forms when they get there."