BtoB

Study: Customer website satisfaction linked to strong ROI

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Ann Arbor, Mich.—Online customer satisfaction is linked to return website visits, future purchases and loyalty, according to a study by customer-experience company ForeSee. The report found that customers who said they were highly satisfied with their experience on a company website are 63% more likely than less-satisfied customers to return to the website; 80% more likely to purchase from the company in the future; 88% more likely to use the company as their primary resource; and 116% more likely to recommend the website to a friend. However, ForeSee found that b-to-b websites typically underperform both b-to-c and government sites in delivering a satisfying user experience, with 72% of b-to-b sites scoring below the study average. ForeSee's report was based on more than 20,000 online survey responses collected in April.
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