Businesses are struggling to compare deals from utility companies due to poor user experience, according to a new survey.
Zuko found that more than half (51%) of customers attempting to compare energy deals online abandoned the form before getting the information they required.
It comes as many firms are seeking to renew energy deals as tariffs continue to increase.
Zuko is a Manchester-based form analytics platform and its anonymised data comes from 44,300 user sessions on utilities comparison sites and application forms.
“We’ve all experienced infuriating, tear-your-hair-out web forms, but there’s no excuse for poor UX,” explained Alun Lucas, Managing Director of Zuko.
“Given the challenging business environment, players in the energy sector have a duty to provide online comparison and application processes that are easy and seamless for all customers. Special attention should be paid to how customers interact with web forms and fixing problems that lead to customers abandoning a website before they get the information they need.”
The research also found that when it came to utilities application forms, users faced, on average, 40 form fields to complete. Those who persevered and submitted online application forms took around 6 minutes, receiving, on average, ten error notifications.
