55% of Consumers Have Abandoned Purchases Due to Website Distrust; 'Confusing Text and Exaggerated Claims' Identified as Top Reason

When searching for products or services online, consumers unconsciously absorb vast amounts of information from the visual appeal of landing pages. While a well-organized page encourages reading, a cluttered page often stops potential customers before they even review the content. NEXER Co., Ltd. and linkpath Inc. conducted a survey of 500 men and women across Japan to understand how landing pages influence purchasing decisions.

【Key Survey Findings】

- 27.0% of respondents have purchased directly after viewing a landing page. Since products cannot be physically examined as in retail stores, the page's appearance acts as a vital decision-making tool.

- The top reason for finalizing a purchase was 'clear pricing and fee information' (67.4%). Clarity of information serves as the final push for consumers.

- 54.6% of respondents have abandoned a purchase after feeling a website was 'untrustworthy or suspicious.'

- The primary reasons for this distrust were 'confusing text or exaggerated claims' (53.5%), followed by 'unclear company/operator information' and 'unclear pricing.'

- 67.6% of respondents stated that the 'design and visual appeal' of a page significantly influences their purchase or application decision, highlighting the importance of first impressions.

- 34.6% of respondents expressed interest in commissioning professional designers or production companies for their own business websites.