Customers today engage with brands across multiple touchpoints—from emails and ads to product UIs and post-purchase interactions. But inconsistent experiences across these channels create friction that hurts loyalty and revenues.
Recent research from Gartner, Nielsen Norman Group, and Forrester reveals the impact:
- Customer Retention: 42% of customers switch brands after just one inconsistent experience. Companies with seamless omnichannel UX see up to 91% higher retention rates year-over-year.
- Conversion Rates: Omnichannel campaigns deliver 250% higher purchase rates and 13% higher average order value compared to single-channel efforts.
- Revenue Impact: McKinsey found that brands delivering consistent cross-channel UX experience direct revenue growth of up to 30%. Omnichannel shoppers also spend about 30% more on average than single-channel shoppers.
What Successful Brands Do to Ensure UX Consistency
- Align Messaging and Branding: Ensure all channels—from email marketing to social media, website, and customer support—consistently reflect your brand identity and core messaging.
- Seamless Functionality: Provide a unified experience by ensuring that product functionality, navigation, and interaction patterns remain consistent across platforms.
- Personalization and Convenience: Use customer data to personalize interactions, ensuring convenience and relevance at every touchpoint.
- Integrated Customer Journey: Map and analyze the complete customer journey to identify and remove friction points, creating a seamless transition between different channels.
Companies that align their channels—delivering consistent messaging, functionality, and convenience—build trust, increase customer lifetime value, and significantly enhance revenue.
Investing in consistent UX isn't just good design—it's strategic business sense.
Sources:
- Imarc (2025) – Optimizing omnichannel user journeys, key takeaways from Nielsen Norman Group courseimarc.com.
- Omer Minkara – Omnichannel Customer Care: Empowered Customers Demand a Seamless Experience (Aberdeen Group), via Imarcimarc.com.
- Zendesk (2023) – Customer Experience Trends Report, via Keevee CX statisticskeevee.comkeevee.com.
- Qualtrics XM Institute (2023) – CX impact on loyalty statistic, via Keeveekeevee.com.
- Forrester Research – Positive CX and retention finding, via Keeveekeevee.com.
- PwC (2022) – Customer Loyalty Survey, online vs in-store experience statbloggingwizard.com.
- RetailDive/Omnisend (2019) – Omnichannel marketing report, purchase and retention ratesretaildive.comretaildive.com.
- McKinsey & Co. (2023) – Reinventing the digital customer experience, omnichannel drives revenue growthmckinsey.com.
- McKinsey & Co. (2023) – B2B distributor omnichannel case studymckinsey.com.
- Harvard Business Review Analytic Services (2021) – Seamless CX expectations, via Onramp blogonramp.us.
- Renderforest (2024) – Branding consistency statistics (various sources compiled)renderforest.comrenderforest.com.
- Gartner (2023) – Customer Service and Support Insights, omnichannel factors for loyaltygartner.comgartner.com.
- Forrester Consulting for NielsenIQ (2023) – Omnichannel Intelligence report, consistency and loyalty outcomesnielseniq.com.
- Onramp (2024) – Customer Experience Statistics 2025, omnichannel engagement and Sephora exampleonramp.us.