Customers will be more attracted to a website that uses web design to create a "great user experience", according to Fortune Cookie.

The web design company's comments seem to state the obvious, but a closer look at recent research tells us that web users can be easily put off by ecommerce solutions that they dislike.

According to research by consumer watchdog Which? Holiday, nearly two thirds of web users don't like sites that require them to register to access services.

A further 30 per cent dislike insufficient information being provided during the early stages of their purchase and 19 per cent are frustrated when a website is unavailable.

Justin Cooke, managing director of Fortune Cookie, claims that web designcustom corporate identity should match the offline branding of a company.

He notes that it is "important to think about the whole consistency between on-line and off-line and that the experience should be integrated.

"The way that you can make users advocate to use your site is to create a great user experience - making websites findable, desirable, credible, usable and accessible."

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