The digital ecosystem has evolved to such a level, where our everyday customer journeys are just that - everyday. We expect our online shopping experience to be seamless. If it is anything less, then it becomes a bad user experience, frustrating and annoying to the consumer.
Users are moving away from tolerance and more and more towards proneness. This shift is seen in the unsurprising stat that since January 2013, ad-blocking software has grown by 400% with currently 200 million users worldwide. More often than not, someone downloads AdBlocker not because of ads, but because of a bad ad experience.
This means that now more than ever, the customer is always right. They hold so much power over brands today, who are often scrambling to show an ad to as many people as possible whilst keeping returning customers loyal.
https://performancein.com/news/2018/08/13/user-experience-serving-better-ads-users-and-your-website/
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