Australians' purchase decisions are highly impacted by the quality and personalisation of their shopping experience, the 2019 Adobe Brand Content Report has found.
The research found that more than half of respondents (58%) believe annoying experiences with brand websites, such as wordy, poorly written or poorly designed content leads to shopping cart abandonment.
On the contrary, more than one in three (37%) Australians said personalised content leads to a purchase.
Content also needs to be delivered seamlessly to be effective and drive sales conversion.
More than half of consumers said they would stop engaging with content if they encountered difficulties.
Australians rank problems like loading times (58%), content length (58%) and resolution (58%) as factors that dissuade them the most.
Adobe APAC head of digital transformation Scott Rigby said that personalisation is key for business success today.
“Personalised and quality content can make or break a shopping experience, which key for customer experience management.
“Brands lacking engaging, personalised content are putting customer loyalty and purchases at risk.”