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The quality of your website is vitally important for two primary reasons: (1) your prospective customers will visit multiple websites before deciding where to make a purchase and (2) the vast majority of prospective customers will move on and shop with a competitor if they feel that your website is not up to par. Prospective customers demand that your website include complete product information, have a very effective full text search feature, have a very high quality design and be free of any broken links or dead end pages.
This data shows two things very clearly: (1) your prospective customers are likely to visit many websites prior to making a purchase decision and (2) the greater the value of the purchase, the more websites they will visit. Take a close look at that data: a customer that is planning to make a $2,000 appliance purchase will, on average, visit 9.8 websites before they decide where they are going to shop!
If your website is not the best, or one of the best of those 9.8 sites visited, that prospective customer will shop elsewhere
For all the details, View the White Paper