The case for a serious website.

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Average cart abandonment

Baymard Institute's running average across 50 studies: 70.22% of online shopping carts are abandoned.^[7]

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Conversion lift from checkout design alone

Baymard's large-scale usability testing: the average large ecommerce site can lift conversion 35.26% through better checkout design, roughly $260 billion in recoverable orders across the US and EU.^[8]

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Visit-to-lead gap on superior UX

Forrester's aggregation of 80+ site improvement projects: well-designed sites showed up to 200% higher visit-to-order conversion, and visit-to-lead conversion up to 400% higher.^[9]

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Abandon because checkout is too long

In Baymard's survey of US online shoppers, 17% abandoned an order because checkout was too long or complicated. The average US checkout shows 23.5 form elements; 12 to 14 suffice.^[8]

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Of trackable traffic is organic search

BrightEdge measured organic search driving 53.3% of all trackable website traffic, the largest single channel. For B2B companies it is 64.1%, and B2B generates twice the revenue from organic search of any other channel.^[10]

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Of clicks go to the top 3 results

Backlinko's analysis of 4 million Google search results, updated 2025. The #1 result alone carries a 27.6% click-through rate.^[11]

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Of searchers click anything on page two

Fewer than one click in a hundred lands past page one. A site that ranks poorly is invisible in practice.^[11]

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To form a first impression

Carleton University lab studies: visual-appeal judgments formed within 50 milliseconds held stable at longer exposures and across repeated viewings.^[13]

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Name design as the top credibility signal

Stanford's web credibility research: when 2,684 people evaluated live websites, the site's design look was the credibility factor mentioned most often, appearing in 46.1% of comments.^[14]

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Less likely to return after a bad experience

Survey of 1,500 consumers on site performance: 88% of online consumers said they are less likely to return to a site after a bad experience.^[15]

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Revenue-growth gap for design-led companies

McKinsey tracked 300 public companies for five years. Top-quartile scorers on its Design Index beat industry peers by 32 percentage points in revenue growth.^[16]

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Of global ecommerce sales are mobile

Statista's 2025 estimate: mobile commerce at roughly 59% of global retail ecommerce sales, worth $2.51 trillion.^[17]

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Lower conversion on typical mobile sites

Contentsquare's 2026 benchmark measured desktop conversion at 3.4% against 2.0% on mobile. The gap is a design and speed problem, and it sits on the majority of your traffic.^[18]

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Of B2B search queries on smartphones

BCG's research with Google (2017): half of B2B search queries came from smartphones, and mobile drove or influenced more than 40% of revenue in leading B2B organizations.^[19]

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Of B2B buying time spent with suppliers

Gartner: buyers spend 17% of purchase-consideration time meeting potential suppliers, 27% researching independently online, and 5 to 6% with any single sales rep.^[21]

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Prefer a rep-free buying experience

Gartner's survey of 646 B2B buyers, published March 2026, up from 61% the year before.^[22]

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Ranked a favorite before first contact

6sense's 2025 study of 4,000+ buyers: 94% of buying groups had already ranked a preferred vendor before contacting sellers, and that early favorite wins about 8 deals in 10.^[23]

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Average SaaS visitor-to-lead conversion

First Page Sage's 2026 report: B2B SaaS sites convert 2.1% of SEO visitors to leads, 0.7% from PPC. Small moves in this number swing pipeline hard.^[24]