Broken links, slow-loading pages and other problems send shoppers away from ecommerce websites, a survey from vendor FullStory finds.

If retailers’ websites don’t work perfectly, there’s a good chance they’re losing customers, according to recent survey data.

The survey, from digital experience intelligence provider FullStory, found that 75% of consumers abandon an ecommerce website or app after encountering broken links or other glitches. 54% of those surveyed trust a company less when they experience an issue or glitch with a website or app.

Consumers also abandon ecommerce websites if pages load too slowly, navigation is confusing, or they cannot find what they need due to pop-ups and overlays.

Kirsten Newbold-Knipp, FullStory’s chief marketing officer, says the data show online retailers must do everything right now more than ever. Despite that, she says retailers find themselves chasing “shiny objects” for their websites, like complex images and interactive features, when they should be working harder to make sure core ecommerce features and functions work as they should.


“This [survey] helps retailers understand what needs to be a priority today,” Newbold-Knipp said. “Retailers can’t afford to make digital missteps because consumers are scrutinizing every purchase. The reality is if you can understand the consumer social behavior and frustration, you’re more likely to make an investment that’s going to work for them.”

Newbold-Knipp says many website glitches and performance problems are preventable, even if they appear to come as a result of poor internet connection. Companies can streamline their websites and apps in a variety of ways to ensure connectivity and functionality.

Most consumers cut back

Newbold-Knipp says the survey also found that consumers are more financially cautious this year than in prior years. Among those surveyed, 51% are researching online purchases more diligently than ever before and 64% of Americans reported that they had cut back on purchases in the preceding 30 days.


Newbold-Knipp says retailers must acknowledge consumer expectations around innovations in digital experience. She cited health care and restaurants/grocery as two categories that made huge improvements in 2020.

“Consumers aren’t as impressed as they were last year,” she said. “I think the bar has shifted. And when you think about the strides that people made in 2020, going into 2022, consumers expect that type of improvement to continue.”

Newbold-Knipp said FullStory kept the survey mostly the same as last year to account for year-over-year statistics but altered certain sections to ask timely questions.


“Last year, we asked a little bit more about pandemic-oriented behaviors, whereas this year was more budget-oriented behaviors because we’ve seen the landscape change,” she said.

FullStory records consumer sessions to show clients how potential buyers navigate through their websites.

FullStory surveyed 1,500 U.S. adult consumers in June 2022. This is the second edition of this survey.

Sign up  

Start your complimentary subscription to Digital Commerce 360 News to stay informed on the latest news and trends in ecommerce. 


Follow us on LinkedInTwitter and Facebook. Be the first to know when Digital Commerce 360 publishes news content.