3 out of 4 consumers will switch brands based on an untrustworthy website
Three quarters of consumers say an online experience that feels “off” or unsafe in some way will likely make them go browsing in search of an alternative brand, according to research conducted by Liferay.
Based in Diamond Bar, Calif., where it provides a digital experience platform (DXP) and other tools, the company gathered survey responses from more than 1,000 U.S. adults to produce its Liferay 2026 Broken Trust Report.
Liferay’s findings suggest that one of the biggest signals of an untrustworthy site is a security warning. Nearly half of those surveyed (47 per cent) said this would make them leave immediately. If consumers feel they’re at risk of somehow getting scammed, 69 per cent will browse elsewhere, and 45 per cent said such experiences make them feel angry.
Even if the site in question is operated by a well-known brand, 29 per cent they would exit if they notice suspicious changes such as missing images, shifting layout, or buttons moving.
“Across sectors, users treat consistency as a safety signal,” the report’s authors wrote. “When the experience deviates from what they expect, many choose to protect themselves by exiting the site. Clear patterns in the data point to practical steps: prevent the cues that appear risky, keep domains and components predictable, and explain fixes in plain language.”
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Liferay’s research is obviously aimed at making a case for its own services, but the data still offers an interesting look at the role of websites in the overall customer experience (CX).
While every website occasionally has issues, more than 10 per cent of consumers said a brand could never rebuild trust after a worrying moment online. This feels extreme, and it’s important to note that the responses from younger demographics such as Millennials and Gen Z tended to be more forgiving in some of the issues the report covers.
It would have been interesting if the report had also delved into what helps a brand build greater trust and loyalty based on website experiences. For example, to what extent does search functionality, easy navigation and load times help develop a positive relationship?
The report also doesn’t address the fact that many digital customer journeys don’t start with a website any more but through social media posts and, increasingly, AI search tools like ChatGPT. That may move websites from the “discovery” phase into more of the consideration and purchase phase, where trust takes on a different level of long-term importance.
Liferay’s report is ungated and could be useful for CX leaders who need to secure buy-in for ramping or improving their brand’s website as part of a larger digital strategy.
