Website speed, design, security key for online shoppers

That’s according to a new survey from retention marketing firm Clutch, which revealed that slow speeds, poor design, and the lack of a secure checkout are among the factors that lead them to leave a website or abandon an online shopping cart.

Page speed is a critical factor for consumers. More than half (52%) of those surveyed said they will leave a website if it takes longer than 10 seconds to load, making site performance just as important as other factors like layout or checkout flow. Only 18% said they are willing to wait 20 seconds for a website to load before leaving the page.

Clutch’s survey also found that a large majority (84%) of consumers say website design is at least “somewhat important” when deciding whether to shop with a brand. Almost 80% of shoppers say they’ve abandoned a website due to poor design, even when they wanted an item.

Almost all (91%) shoppers surveyed said they’ve made a mistake while shopping online because of bad website design. That includes ordering the wrong size, choosing the wrong item, or missing key product info.

Website security is also key for online shoppers when it comes to building trust. Of those surveyed, 60% said seeing encryption checkout, trusted badges, or other security indicators makes them feel confident buying from a new site. A clear return or refund policy is next on the list, mentioned by 48% of respondents. Other trust-building elements include verified customer reviews (45%), positive media mentions (34%) and a professional-looking website (34%).

Additional insights from the survey include the following:

• Two-thirds (67%) of online consumers say they’ve abandoned a cart due to high shipping costs, and 20% dropped out of checkout when forced to make an account.
• Nearly 58% of shoppers say limited-time discounts prompt them to make an unplanned purchase. Almost as many (57%) are motivated by free shipping thresholds, such as offers that unlock delivery once a spending minimum is met.
• More than four-in-10 (44%) shoppers say unexpected delivery fees are their number one pet peeve. Close behind are pop-ups (39%) and out-of-stock items still being advertised (39%).

Clutch’s report is based on a survey conducted on June 12, 2025, using the online polling platform Pollfish. 1,500 U.S. consumers between the ages of 18 and 99 who shop online at least once a month were interviewed.