Article

Aimee Stone Munsell
Aimee Stone Munsell 13 March 2020

Digital Experience Benchmark: Two-thirds of Web Content Goes “Unseen” by Customers

A new Contentsquare study examines 7 billion web sessions from the world’s biggest brands.

Over two thirds (69%) of all web content published by brands still goes ‘unseen’ by consumers. This is just one of the findings revealed in a new global study from Contentsquare.

Of all the sectors analysed, banking has the highest amount of unseen content (75%), closely followed by beauty websites, where 74% of content is rarely being accessed by visitors. The research reveals that home and technology brands are the most effective content marketers, with 40% of their content viewed by users.

The ‘2020 Digital Experience Benchmark’ incorporates global Contentsquare session data from some of the world’s biggest brands. The anonymised data set includes over 7 billion web sessions from over 400 websites around the world, providing unparalleled insight into previously misunderstood user behaviors. 

Key findings include:

  • Mobile continues to be the context for most new site visits. 55% of visitors get to a site using their mobile phone, with luxury topping the mobile traffic table (67%). The energy sector, which has been lagging in the smartphone traffic boom, recorded an 11% increase in mobile traffic since 2019, and travel saw a 5% increase. Mobile experience is now a critical battleground in every industry, regardless of its typical purchase size,  frequency or cycle time.
  • Visitors require 3 sessions on average to convert, but with only 55% of users returning visitors, there is tremendous opportunity for brands to harness great customer experiences to encourage return visits and maximise retention.
  • 44% of visitors who reach the payment page on a site will not complete their transaction, and 56% of visitors who reach the shipping/billing page won’t convert, highlighting the critical importance of optimizing the checkout process.

Commenting on the findings, Aimee Stone Munsell, CMO at Contentsquare said, “The window of opportunity for brands who haven’t turned digital experience into a competitive advantage is rapidly shrinking. The good news is today, we’re able to locate with precision the stumbling blocks along the customer journey. Marketers and UX teams who have a granular understanding of customer behavior can uncover simple improvements that shrink the experience gap and multiply their conversions.”

“Being able to visualise customer journeys and uncover user behavior presents an opportunity to understand and optimize content placement and sequence to increase the ROI of what you produce.  That’s why experience analytics is so valuable. Just as we’ve done with this study, brands can use experience analytics to uncover hidden behaviors and to create better digital experiences for maximum impact in the shortest space of time.”

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