Researcher Louis Cheskin found that customers don’t make a distinction between the product and its packaging, according to the infographic below. This means people aren’t just buying the shampoo, they’re buying the bottle.
If we think of this in terms of our businesses, this means when people decide whether or not to work with us based solely on our websites and not word of mouth or referrals, they might not be saying: “This website is awful but I still trust this company.”
According to this theory, customers aren’t able to make the distinction of a good company with bad website.
Just so you don’t miss it, here are the top reasons why people don’t trust poorly designed sites:
- Inappropriate or confusing name for the website
- Poor search capabilities
- Boring design or corporate feel
- Too much text or text is too small
- Complex, busy layout with lack of navigation