Usability / User experience in India

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According to study conducted by www.Kapston.com , a full cycle digital marketing company based in India, 95% of Indian corporate and B2B websites fail the usability and user experience test. The study analyzed huge Indian multinationals, medium and small businesses.

Majority of the corporate websites in India fails to provide the necessary information leading to losing valuable customers, employees, potential investors, share holders and other stake holders. 25% of organizations are extremely committed to providing the best possible user experience even though there are more room for improvement for them. The focus and investment that B2C sites demonstrate on usability and customer centric design is almost absent in B2B and corporate websites.

Most of the corporate websites doesn’t have clear explanation of the corporate activities, has poor information architecture and navigation, company information, corporate identity and brand alignment. Half of them loads slower than a similar website loads in US leading to increased wastage of visitors and employees time. This in turn affects the digital marketing ROI, lost business and top-line.



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According to the analysis, the following are biggest barriers to a better looking and usable website.

Lack of knowing the importance 42%
Time pressure 25%
Lack of quality internal resource 65%
Pride 40%
Inappropriate technology 30%
Budget unavailability 37%
Resistance / Buy-in/ Politics within company 55%
Information technology bottleneck 27%
Lack of knowledge 16%

Key Takeaways:

37% of companies address user experience issues exclusively in-house.
40% of the organizations surveyed use an agency or specialist usability company.
60% not committed or are indifferent.
Smaller companies are ignorant on the importance or use their in house usability and user experience expertise.
30% of medium size companies have dedicated in-house digital marketing divisions.
82% failed the basic w3c guidelines.
85% of the corporate web sites were not compatible to the 3 most popular browsers.
90% of corporate and B2B websites used invalid HTML.
96% failed to implement access keys - helping people who cannot use a mouse to move around the site.
Not promoting competitive prices on the homepage
40% of companies don't even give visitors a brief explanation of their mission or activities on their home page.
A fifth don't display their current share price.


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Kapston rated each Web site using a range of criteria. This included whether home pages included "must have" elements like news and contact sections, overall site design, navigation and technical performance including speed of loading and cross browser compatibility.