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1、2023Digital ExperienceBenchmark ReportData and insights to make every visit count.22023 Digital Experience BenchmarkTable of contents03 Fast findings 04 Introduction 05 Measure the digital experience:The good,the bad and the frustrating 06 The good:More activity unlocks great outcomes09 The bad:Fric
2、tion frustrates(and causes bounces)13 Digital experience KPIs 13 Traffic segmentation23 Session consumption31 Session outcomes35 About Contentsquare 36 MethodologyTable of contents9Industries2,942Websites161 billionPage Views35 billionSessions26CountriesThe datasetThe 2023 Digital Experience Benchma
3、rk report shares the most important digital KPIs driving growth and their impact on the digital experience and customer happiness.32023 Digital Experience BenchmarkGreater activity unlocks more revenue (cha-ching!)Sites with higher activity(the share of time users spend interacting with content duri
4、ng a visit)enjoy 19%higher conversion rates and 20%lower bounce rates than sites with the lowest activity.Save the session and boost revenue,with speed!Pages that load in under 1 second,compared with those that exceed 2 seconds,cut bounce rate by 5.5 percentage points(43.5%vs.49.0%)and average 1.2 a
5、dditional page views per session.These additional views help boost conversion rate by 25%.Optimize trafficpaying a premium is painfulWhile digital traffic trended up,rising+4.6%YoY in Q4,paid sources accounted for more of it.Paid sources drove 31%of all mobile traffic and 25%overall,though paid conv
6、ersion rates fell-2.9%overall.$Find and fix friction before it bites your bottom lineFrustration is far too common across the customer journey.More than one in three visits(36%)cause frustration.Slow page load is the most frequent and impactful issue.Give love to MVPs:Most Visited PagesAcross indust
7、ries,the pages that captured the most visits varied.Heres the page type that most visitors viewed by industry:Home Page:Travel|Media My Account:Financial Services|Energy Product Page:Retail|Manufacturing Category Page:Telecommunications|Software|ServicesFast findingsFast findings42023 Digital Experi
8、ence Benchmark Introduction The digital landscape shifted dramatically in 2022 and not always in the most encouraging direction.As a result of global economic headwinds(and artificially high comparable results from 2021),the first three quarters saw an unusual traffic drop.The green numbers business
9、es like to see painting their analytics dashboards turned red for much of the year.Making matters worse,acquisition costs continued to rise.The stock response to all this turmoil was to be heard echoing through boardrooms and Zoom calls throughout the year:“We need to create a better experience!”We
10、certainly agree with this.But while the business value of delivering great customer experience is understood by some businesses,many remain hampered by a limited conception of its importance to growth and are unsure how to achieve it.While most acknowledge that data unlocks that much-coveted better
11、experience,too many are focused merely on the beginning and the end of their customers journeys,namely:traffic and conversion.Digital leaders know better,because they knowthat“Today,customer preferences,buying habits and loyalties change overnight,making it critical for businesses not only to react
12、to customer sentiment but also to predict whats next.This could include the use of social channels,buying patterns or even changes that need to be made to the website.The data is there;businesses just need to think differently and be willing to disrupt themselves.”Zeus Kerravala,Founder and Principa
13、l Analyst,ZK Researchthe path to a better experience is guided not simply by the destination,but by the complete customer journey.The success(or failure)of every customer journey is defined by both good and bad moments.These moments impact a customers feelings towards a brand and can help or hurt th
14、eir propensity to engage and spend.They embrace and feel delighted by moments of discovery,inspiration,education and entertainment across the journey.Good moments like these spur them on,whereas moments of friction and frustration cause them to stall and even abandon their journeys.In other words,cu
15、stomer experience is an emotional,human experience.Its about understanding where customers are feeling engaged or frustrated by your experiencethen maximizing engagement and minimizing frustration so they are free to arrive at the desired destination.This years Digital Experience Benchmark report de
16、constructs the on-site customer journey to explore how exactly the activity and frustration within online customer experience shapes important business outcomes.Introduction52023 Digital Experience BenchmarkWhat do we mean by activity?Activity represents the share of a visit that a visitor spends en
17、gaging with the content,and is calculated as:Time spent interacting(e.g.clicking,swiping,scrolling,typing)during the sessionTotal time spent during the sessionActivity=What do we mean by frustration?Frustration includes the specific moments of friction observed during the on site experience,includin
18、g:Slow page loadPage loads that exceed 3 secondsRage clicksAn element was clicked at least 3 times in less than 2 secondsMultiple button interactionsA button was clicked at least 3 times Multiple field interactionsA field was clicked at least 3 timesMultiple use targetAn element was clicked at least
19、 3 timesMeasure the digital experience:The good,the bad and the frustrating1.The good:Activity unlocks great outcomes2.The bad:Friction frustratesMeasure the digital experience 62023 Digital Experience BenchmarkThe good:Activity unlocks great outcomesOrchestrating a successful and productive digital
20、 experience is an exercise in motivating visitors.From the moment a visitor lands on a page,brands have to work hard to keep and foster their attention.Measuring activitythe share of time a user spends interacting with your site(with typing,clicks,scrolls and swipes)during a visithelps quantify the
21、visitors engagement across the journey.While other metrics detail how much visitors consume(more on consumption later),activity is a metric that shows how well your site keeps their attention.DesktopMobile Activity during the journey,all industriesCategoryHomepageSearchMy AccountProduct20%30%10%0%Me
22、asure the digital experience-The good 72023 Digital Experience BenchmarkActivity peaks when visitors are presented with choice and assortment,explaining why its typically highest on category pages and search pages.On category pages,visitors need to scroll and click to narrow their needs from many to
23、 one and advance forward.Search is the most surgical of activities,with the visitor entering search terms to explicitly share what theyre looking for.The all-important product page sees lower activity compared to its peer pages.This is likely due to a more passive mode of consumption,with customers
24、pausing to weigh the act or not moment that defines the page.My AccountHome PageCartCheckoutSearchCategoryProductActivityPage Views Per Converted Session16%123456718%20%22%24%26%28%30%32%Measure the digital experience-The good Page-by-page view of activity and page consumptionSize of bubble represen
25、ts share of session time82023 Digital Experience BenchmarkConversion RateBounce Rate3.00%56%2.80%55%2.60%54%53%52%51%50%49%48%47%46%45%44%2.40%2.20%2.00%1.80%1.60%1.40%1.20%1.00%0.80%0.60%0.40%0.20%0.00%Low ActivityMid ActivityHigh Activity47.7%44.4%55.4%2.26%2.24%2.69%Active customers reward sitesS
26、ites with more active visitors deliver strong Conversion Rate and lower Bounce RateConversion RateBounce RateCustomers activity levels have a powerful influence over critical business outcomesspecifically,over whether they buy or bounce.A bounce(a one-page-and-done visit)is the most damaging online
27、behavior impacting businesses,especially at a time in digital when every visit is valuableand expensive.A bounce means that sites are doing(and paying for)all the hard work of attraction,but missing out on the payoff.The path avoiding these economically empty visits?Encourage activity across the jou
28、rney.Increasing visitor activity curbs poor outcomes while significantly improving the odds of great ones occurring.Sites with the strongest levels of activity enjoy conversion rates that are+19%higher than those with the lowest activity rates.And those journeys run deeper,too,with higher activity t
29、ypically delivering an additional page view.Page views:All sessionsHigh Activity5.4 pages4.5 pages3.7 pagesMid ActivityLow ActivityMeasure the digital experience-The good 92023 Digital Experience BenchmarkThe bad:Friction frustrates(and causes bounces)If activity is the hero of digital experience th
30、en the villain is frustration.And sadly,the villain is a long way from being thwarted.In 2022,moments of friction remained far too common a feature of customer journeys.While removing friction along the customer journey is widely recognised as desirable,pinpointing points of friction has typically p
31、roven to be extremely challenging.Our data can help you understand where you should be looking for friction in your customer journeys.Although there is no single cause of friction,the data shows a set of common frustrations that hinder the visitor experience.This graph shows the top 5 frustration fa
32、ctors which create obstacles along the customer journey and can sour an experience:Slow page loads Multiple button interactions Multiple field interactions Multiple use targets Rage clicksCollectively,these frustration factors impact 36%of all sessions more than 1 in 3.Top frustration factors in a s
33、essionAny Frustration Factor35.6%18.1%6.0%5.9%5.3%3.4%1.2%Slow Page LoadsRage ClicksMultiple Button ClicksMultiple Use TargetsMultiple Field ClicksLow Page ActivityMeasure the digital experience-The bad102023 Digital Experience Benchmark The need for speedAmidst all that friction,one factor stands o
34、ut as the most impactful:sloooooow page loads.The immediacy that fast loading pages provide is an underappreciated attribute of digital experience.Those that provide it earn the right to capture the visitors attention and encourage more engagement.By contrast,businesses that force impatient visitors
35、 to wait while a page loads feel the consequences immediately.When customers are forced to wait for pages that take more than 2 seconds to load,bounce rates reach 49%,with nearly 1 in 2 visitors bouncing.And slow loading times have a negative effect on consumption,too.Customers exposed to slow page
36、loads view 1 fewer page on average.Page ViewsBounce Rate49.0%48.5%48.0%47.5%47.0%46.5%46.0%45.5%45.0%44.5%44.0%43.5%6.0 Pages5.5 Pages5.0 Pages4.5 Pages4.0 Pages3.5 Pages3.0 Pages2.5 Pages2.0 Pages1.5 Pages1.0 Page0.5 Page0.0 Page 2 Seconds46.5%49.0%43.5%5.7 Pages4.9 Pages4.5 Pages Slow pages drag d
37、own sessionsLonger page loads lead to higher bounce,shallower sessionsPage ViewsBounce RateMeasure the digital experience-The bad112023 Digital Experience BenchmarkEnergy,Utilities&ConstructionAverage Load TimeManufacturingSoftwareRetailAll IndustriesTravel&HospitalityFinancial ServicesTelecommunica
38、tionsServicesMedia1.91 seconds1.75 seconds1.32 seconds1.63 seconds1.38 seconds1.42 seconds1.34 seconds1.34 seconds1.18 seconds1.06 seconds1.28 seconds0.85 second0.85 second1.34 seconds1.33 seconds1.29 seconds1.25 seconds1.34 seconds1.17 seconds1.42 seconds Page load times by device and industryDeskt
39、opMobileConsidering that product and category pages comprise the majority of page views,both that first page they bounce from and that next page they fail to view likely represent a missed opportunities to delight them and/or drive a conversion.Speed is a primary determinant of not just how a custom
40、ers journey begins,but also how it endsoften,in the case of slow loading sites,all-too abruptly.“Maintaining a speedy page load time is integral to boosting conversion rates and sales revenue.While a few extra seconds may not seem like a big deal,statistics show that as each second passes,the potent
41、ial to lose out on prospective customers increases.“HubSpot,2022Measure the digital experience-The bad122023 Digital Experience BenchmarkKey takeaways Activity is a harbinger of consumption and positive outcomes:reduced bounces,deeper sessions and boosted conversions.In a digital era characterized b
42、y grazing(customers making more frequent but also shorter visits)encouraging activity is the rallying cry digital leaders need to strengthen the experience and drive growth.Sites that can offer visitors a chance to play an active role in the experience earn the right to connect more deeply with that
43、 visitorto share recommendations or advice,provide guidance or simply resolve an issue.Simply put,increasing activity extends the session and opportunity to engage the visitor.Conversely,frustration threatens to destroy session outcomes.While a good digital experience can sometimes seem intangible,t
44、hose plagued by frustration are universally labeled bad.And unfortunately,there is no shortage of frustration to be found out therewith more than a third of all visits including at least one frustration factor.Frustration can be a clear villain for digital teams to unite against,but only if they can
45、 put a face to the enemy.Knowing the top factors of frustration is the first step in eradicating frustration from your customers journeys and improving their overall experience.High activity sites earn:Top two leading causes of friction:20%Fewer bouncesFriction effects36%of visitsSlow Page loads:18.
46、1%of sessionsRage clicks:6.0%of sessions47%Deeper sessions19%More conversionsKey takeaways132023 Digital Experience BenchmarkDigital experience KPIs-Traffic segmentationDigital experience KPIs1.Traffic segmentation2.Session consumption3.Session outcomesLooking at KPIs across the full visitor journey
47、 is critical to understanding the customers digital experience.In this section,we highlight three digital experience KPIs that help you track your customer journeys from start to finish.First,traffic segmentation looks into the composition of visitors and how the share of traffic and conversions cha
48、nge by source,device and industry.Next,session consumption measures how much more or less engagement happens during the journey.Finally,we share details about the session outcomeshow conversion and bounce have trended over the last year,by device.Traffic segmentationDigital has reached a stage in it
49、s maturity at which counting on significant traffic gains alone to carry growth is unwise.The traffic mix is undergoing significant change and brands must understand what that new mix means for their business and growth.This requires an understanding,and often a reset of expectations,based on traffi
50、c segmentation(including by marketing channel and visitor composition).Insights inside Traffic growth Traffic and conversion share by source Traffic and conversion share by type Traffic and conversion share by visitor type142023 Digital Experience Benchmark After a drought,traffic turned positive in
51、 Q4 With digital coming off its Covid-induced peak,all eyes have been fixed on the twists and turns of traffic.For much of 2022,those eyes were watching traffic fail to meet,let alone beat,the previous years outsized numbers.Fortunately,the story changed in Q4,with a bump that has nudged traffic out
52、 of its jam.Despite its happier ending,2022 was overall a volatile year for attracting visitors across all industries.25%20%15%10%5%0%-5%-10%-15%-20%-16.4%MediaManufacturingRetailSoftwareAll IndustriesTelecommunicationTravel&HospitalityFinancial ServicesServicesEnergy,Utilities&Construction0.6%0.7%1
53、.5%4.5%5.3%7.5%11.5%15.6%16.2%All Industries Change in traffic by industry YoYDigital experience KPIs-Traffic segmentation152023 Digital Experience Benchmark Is mobile mature or still evolving?That depends.Device splits provided the most stability of the year,with mobile share edging up only slightl
54、y year on year.Before concluding that weve reached a device traffic share plateau,though,we should pay attention to industry segments,which clearly show that the context matters.Some industries(most prominently retail and travel)migrated to mobile-first years ago and now have a near 3:1 mobile to de
55、sktop traffic split.Desktop traffic remains meaningfuland a near-majority in other sectors,including services and software.The mobile data shared here includes mobile web traffic.Traffic share by device50%55%60%65%70%45%40%35%30%25%20%2021 Q42022 Q12022 Q22022 Q32022 Q4MobileDesktop63.2%36.8%38.5%38
56、%37.1%35.3%61.5%62%62.9%64.7%Digital experience KPIs-Traffic segmentation162023 Digital Experience Benchmark Traffic share by device,by industry,YoY60%60.6%2021 Q42022 Q440%39.4%Energy,Utilities&Construction54.0%71.1%2021 Q42022 Q446.0%28.9%Media36.4%43.6%2021 Q42022 Q463.6%56.4%Services71.7%73.5%20
57、21 Q42022 Q428.3%26.5%Retail42.0%44.8%2021 Q42022 Q458.0%55.2%Manufacturing22.7%25.3%2021 Q42022 Q477.3%74.7%Software65.5%64.4%2021 Q42022 Q434.5%35.6%Travel&Hospitality63.0%64.0%2021 Q42022 Q437.0%36.0%Telecommunications39.8%38.9%2021 Q42022 Q460.2%61.1%Financial ServicesDesktopMobileDigital experi
58、ence KPIs-Traffic segmentation172023 Digital Experience Benchmark Search continues to dominate trafficbut social still mattersPaid and organic search continue to be the channel heavyweights for driving traffic.Combined with direct,these three sources account for 2 of 3 visits to digital sites.Social
59、paid and organicnow account for nearly double digit traffic share(and earn that traffic almost exclusively through mobile),and have earned the largest share growth over the past year.Its worth considering,though,that socials impact may be felt more inside its walled gardens,where brands continue to
60、experiment heavily with experiences.Paid traffic sources include these primary traffic driving channels:Paid Search(SEM or SEA),Paid Social,Ads/Display/RetargetingDigital experience KPIs-Traffic segmentation Traffic share by sourceDirectSEOOtherPaid SearchEmailPaid SocialAds,Display,RetargetingSocia
61、l Organic25.9%25.2%22.7%22%21.9%16.8%4.8%3.7%2.9%1.3%17.5%5.1%4.2%2.9%1.3%21.9%DesktopMobile182023 Digital Experience Benchmark Paid channels tend to drive more traffic than conversionsBut this doesnt mean that paid traffic is inherently more or less valuable.In analytics as in life:Consider the sou
62、rce.You cant set the same expectations for every marketing channel;its critical to understand what traffic will actually deliver for you,depending on the channel it arrives through.An easy way to see this at-a-glance is to compare the share of traffic contributed to the share of conversions contribu
63、ted.Those channels that deliver more conversion share than traffic share are overperforming.Typically,direct and owned channels(such as email and SMS)will overperform,as visitors who arrive on your site through those channels tend to already be familiar with your brand,and have likely forged a relat
64、ionship with you directly.Paid social is underperforming on this measure,while paid search is overperforming.That said,successful marketing is ultimately about how various owned,earned and paid channels work together to attract,engage and convert customers.Ads,Display,RetargetingDirectEmailPaid Sear
65、chPaid SocialSEOSocial Organic3.2%2.0%22.9%21.5%25.5%22.3%6.0%5.7%1.5%1.5%0.4%5.0%19.3%16.0%Digital experience KPIs-Traffic segmentation How productive is each marketing channel?Comparing session and conversion shareSession ShareConversion Share192023 Digital Experience Benchmark Paying a premiumWhi
66、le digital traffic trended up,the unfortunate news(from the point of view of your budget)is that paid sources accounted for more of it than in 2021,accounting for 25%of all visits,up from 23%the prior year.There is a significant variance,though:mobile sees far more paid traffic than desktop.31%of al
67、l Mobile traffic comes from paid channelsled by paid search,which far outpaces organic search on mobile.Two forces strained budgets in 2022:More traffic was sourced from paid channels and the cost per visit generally rose across the most significant sources of traffic.Instagram costs rose+21%in Q3 2
68、022,while Google rose+7%*,a trend that has extended since early 2020.The net result:Brands spent more to attract lessfurther emphasizing the requirement for brands to measure the performance of each channel throughout the entire experience.*Source:Tinuiti Triopoly Reports50%60%70%80%90%100%40%30%20%
69、10%0%2021 Q450%60%70%80%90%100%40%30%20%10%0%2021 Q42022 Q12022 Q12022 Q22022 Q22022 Q32022 Q32022 Q42022 Q486.2%71%13.8%29%13%27.5%13.6%28.6%13.1%28.3%13.8%30.5%87%72.5%86.4%71.4%86.9%71.7%86.2%69.5%UnpaidPaid Share of traffic type by deviceDesktopMobileDigital experience KPIs-Traffic segmentation2
70、02023 Digital Experience Benchmark New visitors choose mobileMobile hosts more new visitors than returning visitors,with 55%of all mobile traffic coming from new visitors.This cements mobiles growing reputation as a discovery mechanism for many customers,and begs for sites to consider developing uni
71、que web and mobile experiences for new shoppers.Think:guided selling,edutainment and a clear path for new-to-you visitors to search and discover,from whatever device theyre on.Share of new v.returning visitors by deviceNew Visitor ShareReturning Visitor ShareDesktopMobile202220222021202141.8%54.8%41
72、.1%51.8%58.2%45.2%58.9%48.2%Digital experience KPIs-Traffic segmentation212023 Digital Experience BenchmarkDigital experience KPIs-Traffic segmentation Traffic share by device,by industry,YoYNew VisitorsReturning Visitors63.2%52.6%DesktopMobile36.8%47.4%58.2%45.2%DesktopMobile41.8%54.8%Energy,Utilit
73、ies&ConstructionAll Industries52.7%49.1%DesktopMobile47.3%50.9%Media68.8%50.5%DesktopMobile31.2%49.5%Telecommunications50.9%44.6%DesktopMobile49.1%55.4%Retail65.3%36.9%DesktopMobile34.7%63.1%Manufacturing61.6%28.8%DesktopMobile38.4%71.2%Services53.6%46.8%DesktopMobile46.4%53.2%Travel&Hospitality58.5
74、%42.3%DesktopMobile41.5%57.7%Software67.1%39.7%DesktopMobile32.9%60.3%Financial Services222023 Digital Experience BenchmarkKey takeaways A one-for-all site strategy is harmful.Spotting and reacting to different visitor types is likely the second biggest determinant(after page load speed)of whether a
75、 visitor bounces or keeps browsing.Site segmentation must,therefore,be a pillar in your customer experience.You need to treat every visitor type uniquely to satisfy them all.Perhaps most importantly,you need to cater to both new and returning visitors.Typically,paid traffic is the single largest lin
76、e item across digital spend.And that budget is well spentso long as the promise of performance pays off.But the dynamics of paid vs.unpaid are shifting.Paid traffic is skewed towards mobile and attracts more new visitors.Paid traffic accounts for 31%of mobile traffic,up from 29%last year,and yet mob
77、ile conversion rates from paid traffic fell-2.3%YoYDigital teams must gear up to make the most of paid traffic,specifically by testing landing page content and where to land that visitor.The more advanced digital teams will consider multivariate tests incorporating additional segmentation variables
78、such as new vs.returning,traffic source and buyer v.non-buyer.Mobile-first means not only creating a great mobile experience,but also creating organization processes around mobile and paying attention to the second-order impacts that mobile will have on ALL of your KPIs.Those visitors that are new-t
79、o-you have far different needs than returning visitors.Show that you know your visitors by:Highlighting site tools and guides for new visitors Reminding returning visitors of search history or previous pages viewedKey takeawaysTraffic from new visitors increased10%YoY Traffic from returning visitors
80、 was essentially flat at-0.4%YoY Mobile traffic share reached65%of digital traffic in Q4,up from 63%the prior year232023 Digital Experience BenchmarkSession consumptionThe digital experience is the collective sum of all your customer journeys.And every customer journey consists of the atomic unit of
81、 digital experience:page views.Each page offers a chance to forge a connection between your brand and your customers.The signals that customers send along their journeythe clicks,taps,hovers and time spent performing these actionsprovide the digital body language that helps you understand how the ex
82、perience is resonating with them and how you need to react and adjust your experience.The following consumption metrics provide a baseline of key on-site measures that help determine a sessions outcomeand help you keep the pulse of your customers experiences.“Declining attention spans and high mobil
83、e traffic were driving new patterns of customer behavior.Optimizing our digital customer experience became an essential next step for us to stay competitive.”Insights inside Scroll rate Session depth Buyer session anatomy Time per sessionFlorent Champigny,Ecommerce&Digital Customer Experience Direct
84、or Center Parcs&InnovationPierre&Vacances Center Parcs GroupDigital experience KPIs-Session consumption242023 Digital Experience Benchmark Scroll rate shortensAcross an average session,visitors shortened their scrolling this year.The overall scroll rate fell from 52%to 50%,anchored by the more heavi
85、ly-trafficked mobile experiences,which see slightly shorter scrolls.Dont let this measure mislead you,though.The nuances involved in determining scroll rate,including page length and page type,make it difficult to compare performance in aggregate.The real value of scroll rate comes with using it as
86、a primary test results metric.This helps you ask questions such as:Do different page flows and arrangements encourage visitors to consume more than others?If youre looking for candidate pages to perform scroll rate tests on,look no further than product pages.These tend to be long and(particularly on
87、 mobile)demand a thoughtful and informed understanding on your part of how to keep visitors engaged from top-to-bottom.52%50%20212022Scroll RateDigital experience KPIs-Session consumption Scroll rate YoY252023 Digital Experience BenchmarkDigital experience KPIs-Session consumption Scroll rate by dev
88、ice,by industryScroll Rate66%59%DesktopMobile52%48%DesktopMobileEnergy,Utilities&ConstructionAll Industries60%48%DesktopMobileMedia60%54%DesktopMobileTelecommunications50%46%DesktopMobileRetail48%46%DesktopMobileManufacturing62%57%DesktopMobileServices54%50%DesktopMobileTravel&Hospitality53%46%Deskt
89、opMobileSoftware55%54%DesktopMobileFinancial Services262023 Digital Experience Benchmark Session depth fallsConverting sessions see 5x more page views compared to a typical visit.This offers brands the ability to uncover the hidden challenges and opportunities across the journey that contribute to h
90、igher vs lower conversionsespecially when examining deeper visits and analyzing those that convert to those that do not.Given journeys are generally not deep(5 pages per session and 50%scroll rate),companies need to identify high performing content and pull these assets,offers and CTAs higher up on
91、the page.Additionally,knowing which content is never seen and which under vs.over-performs,enables teams to invest in content more effectively,while improving conversion rates.Digital experience KPIs-Session consumption Page views per session3.0 Pages2.5 Pages3.5 Pages4.0 Pages21.0 Pages20.0 Pages4.
92、5 Pages22.0 Pages5.0 Pages23.0 Pages5.5 Pages24.0 Pages25.0 Pages26.0 Pages2021 Q42021 Q42022 Q12022 Q12022 Q22022 Q22022 Q32022 Q32022 Q42022 Q44.522.65.125.24.423.24.825.34.523.14.925.64.422.84.725.64.423.04.926.0DesktopMobile Page views per converted session272023 Digital Experience Benchmark Ana
93、tomy of a buyers journeyNo two customer journeys are the same.But while visitors should be able to choose their own adventure once on-site,brands still carry a responsibility to provide direction,by signposting pathways for search and discovery.Equally,there is no singular buyers journey.While some
94、buyers are surgical,seeking and finding exactly what they are looking for,others graze,waiting for a moment of inspiration or connection to make a purchase.In aggregate,the anatomy of a buyers journey is telling and helps brands assess where to direct their energy for optimization.A buyer typically
95、consumes more than 20 pages on each leading device,with two pages leading the charge in terms of page consumption:Product detail pages and category pages.These two pages should be candidates for ongoing testingand seen as ideal locations for innovation.Product30.7%Product28.4%Category20.1%Category21
96、.2%Homepage4.9%Homepage5.9%Cart14.9%Cart13.5%Search6.1%Search7.3%Checkout19.7%Checkout18.0%My Account3.3%My Account5.4%Share of page views by page typeMobileDesktopDigital experience KPIs-Session consumption282023 Digital Experience Benchmark Session durations shrinkThere is a clear consumption tren
97、d towards more,yet shorter visits.While the notion of a visitors time being constrained is not new,this years reduction is another clear sign that visits are short-lived.This is most clearly seen with the nearly-unanimous drop in time spent per session,and per page.Across both devices,and nearly all
98、 industries,the amount of time spent is quickly evaporating,with desktop session durations dropping-5.4%and mobile sessions falling-8.9%.With session times falling-7.5%overall,digital teams must prioritize keeping the limited attention of each visitor.All IndustriesAll IndustriesEnergy,Utilities&Con
99、structionEnergy,Utilities&ConstructionFinancial ServicesFinancial ServicesManufacturingManufacturingMediaMediaRetailRetailServicesServicesSoftwareSoftwareTelecommunicationsTelecommunicationsTravel&HospitalityTravel&Hospitality5.9 minutes2.7 minutes5.6 minutes2.5 minutes6 minutes2.5 minutes5.8 minute
100、s2.2 minutes4.2 minutes2.1 minutes6.5minutes2.5 minutes3.4 minutes1.7 minutes5.9 minutes2.9 minutes4.8 minutes2.2 minutes3.9 minutes1.2 minutes4.6 minutes1.8 minutes7.9 minutes3.5 minutes6.4 minutes2.4 minutes2.9 minutes1.6 minutes5.7 minutes2.6 minutes6.3 minutes2 minutes3.5 minutes1.1 minutes4.4 m
101、inutes1.8 minutes6.9 minutes3.2 minutes4.2 minutes1.8 minutesDesktopMobile20212022Digital experience KPIs-Session consumption Time spent per session,by device and industry292023 Digital Experience BenchmarkThere is hope,though,as visitors average 47 seconds per page view,with desktop garnering a sta
102、ggering 69 seconds and mobile securing 34 seconds per page.This underlines how critical it is to identify and showcase your most compelling and engaging content to increase its consumption and contribution.Digital experience KPIs-Session consumption“Customers are human.Sometimes we treat them like t
103、heyre just marching through our customer journeys,but thats not reality.Its not one linear experience.”Jeannie Walters,CEO,Experience Investigators20212022 Time spent per page,by device and industryAll IndustriesAll IndustriesEnergy,Utilities&ConstructionEnergy,Utilities&ConstructionFinancial Servic
104、esFinancial ServicesManufacturingManufacturingMediaMediaRetailRetailServicesServicesSoftwareSoftwareTelecommunicationsTelecommunicationsTravel&HospitalityTravel&Hospitality73 seconds37 seconds69 seconds34 seconds55 seconds36 seconds51 seconds31 seconds69 seconds37 seconds83 seconds32 seconds61 secon
105、ds44 seconds62 seconds35 seconds61 seconds40 seconds109 seconds36 seconds74 seconds39 seconds77 seconds42 seconds83 seconds35 seconds53 seconds38 seconds62 seconds33 seconds70 seconds37 seconds105 seconds34 seconds68 seconds35 seconds70 seconds39 seconds70 seconds36 secondsDesktopMobile302023 Digita
106、l Experience BenchmarkKey takeaways As scroll rates shortening shows,more than half of a typical page is unseen and untouched by visitors.Along with a re-rationalization of the sheer amount of content that sites are putting before a visitor,this should harden the case for content testing and the use
107、 of zone-based heatmaps.Put simply,the most compelling content needs to appear high on the page,with the call to action placed above the fold.The decline of session depth and duration provides another lessondont wait to provide value to your visitors.With visitors spending less time in sessions and
108、viewing fewer page views per session,digital teams will be well served to emphasize relevance and wayfinding within the experience to keep visitors engaged from the first page they land on.Relevance:Personalization has long since been a component of digital,but its typically been nestled too many sc
109、rolls(and pages)deep.To provide next level,end-to-end relevance,you need to unlock customized and contextual content beyond basic recommendations.Wayfinding:Providing clear guidance to help visitors traverse the sitenot just the navigation baris increasingly important.Sites with high page counts may
110、 rely more heavily on search and AI-infused clienteling solutions,while more curated sites can develop unique persona paths.Key takeawaysScroll rate fell to50%overallSession depth fell-2.3%YoYand time spent shrunk-7.5%and48%on mobile312023 Digital Experience BenchmarkSession outcomesFittingly,weve r
111、eached the last of our rundown of digital experience KPIsthe session outcomes.In this section well explore the two most definitive,established(and polar-opposite)digital outcomes:the dreaded bounceand the celebrated conversion.Insights inside Conversion rate,trend and YoY Bounce rate,trend and YoYDi
112、gital experience KPIs-Session outcomes Conversion rate fallsWith increasing bounce rates and falling consumption measures,the-3.1%decline in conversion rate seemed inevitable.This is a tale of two devices,though:While desktop conversion actually increased+2.5%,mobiles-4.2%drop carries far more influ
113、ence on the overall conversion rate,since far more traffic is on mobile.Together,the increase in traffic and drop in conversion rate essentially canceled each other out in Q4.However,with more traffic share from paid sources,a lower conversion rate takes an even larger toll on the cost of customer a
114、cquisition.3.00%3.50%4.00%2.50%2.00%1.50%1.00%0.50%0.00%2021 Q42022 Q12022 Q22022 Q32022 Q43.36%2.06%1.85%1.88%1.86%1.98%3.08%3.16%3.03%3.44%Conversion rate by deviceDesktopMobile322023 Digital Experience Benchmark Bounce rate swells across the boardand is particularly high in B2BSome potentially co
115、ncerning news:bounce rates rose to 49%in 2022,compared to 47%in 2021.Dont let this seemingly small number fool you,thoughthis two percentage point increase in bounce rate means that there are 4%fewer visitors progressing forward towards a possible conversion.When visitors bounce,theres little for co
116、mpanies to fall back on in order to hook them back in,with no further consumption possible beyond the page the bouncing visitor landed on.Since they likely offer zero return on investment,bouncers are the most expensive visitors to servea cost burden that weighs down the return on digitals traffic i
117、nvestment.Bounce rates vary across sectors,with bounces far more commonplace in certain industries.Consumer sectors see lower bounce rates,with travel and retail achieving bounce rates below 50%.B2B-like industries like software,services and manufacturing,by contrast,tend to see far higher bounces,e
118、specially on mobile.At the high end,bounce rates in 2023 exceeded 60%and even 70%.For all sectors,but especially those in B2B,a deeper look into page-specific metrics,such as exposure rate and scroll rate,as well as content performance,is absolutely essential in 2023 to optimize experiences and beat
119、 the bounce.Bounce rate by deviceDesktopMobile46.9%48.3%2022248.4%48.8%Digital experience KPIs-Session outcomes Bounce rate by device,by industryDesktopMobile80%70%60%50%40%30%20%10%0MediaManufacturingRetailSoftwareTelecommunicationTravel&HospitalityFinancial ServicesServicesEnergy,Utilit
120、ies&Construction38.5%52.9%56.9%52.1%51.3%51.5%64.1%47%47%60.3%54.2%70.3%71.8%47.4%54.1%43%42.3%46.2%332023 Digital Experience BenchmarkKey takeawaysAlthough session outcomes grab the most attention,the two most tracked and discussed of the outcomes,conversion rate and bounce rate,are actually depend
121、ent on session consumption and visit segmentation.Bounces filter out nearly half of all traffic,narrowing the funnel in a matter of moments.Such a large session loss coupled with a relatively scant set of visit details makes bounce visit investigation particularly urgent.Digital teams should scrutin
122、ize bounce scenarios,including content exposure,visit segmentation and frustration factors to identify opportunities to reduce attrition and save more sessions.Conversion rates nemesis,abandonment,is not a singular moment,but a collective set of points that can and must be used for remarketing.Digit
123、al teams that collect and connect the data from across the journey prior to abandonment can develop real re-engagement plans that reach past the standard abandoned cart or search campaign.Those that use the full digital footprint to design outreach for their lost traffic will be positioned to reclai
124、m far more visitors.Key takeaways342023 Digital Experience BenchmarkSummaryMeasuring the milestones along the digital experienceThe primary role of the digital experience is to advance the relationship between brand and customer.For business across industries,superior digital experiences are central
125、 to supporting engagement,conversion and growth.To succeed and deliver on this intention,digital leaders must focus on and measure according to three critical tenets of the digital customer experience:Avoid frustrationFrustration stunts even the most compelling site content.While more than a third o
126、f journeys include some degree of frustration,its slow page loads that prove to be the primary experience saboteur.When page loads reach past 2 seconds,bounce rate soars to 49%,+20%worse than pages with snappy sub-1 second loads.Knowing where frustration lies(and how to quell it)throughout the custo
127、mer journey will keep your visitor sessions alive.Capture attentionThe digital journey is not a passive pursuit.Whatever you want visitors to your website to dowhether thats adding items to a cart,planning and booking a trip,or opening an account(we could go on)success depends on getting them to pla
128、y an active role.Understanding and measuring activity during a session lets you know whether your site is earning a visitors attention and engagement.Those sites that are best at fostering activity within a session earn 5.4 pages per session,compared to 3.7 from the least active sessions.Deeper jour
129、neys provide higher consumption during a visit,allowing for a site to share and connect more during the experience.Know your pagesWhy is the anatomy of a session so important?Because knowing which page types are most trafficked and how visitors progress through their journeys allows digital teams to
130、 make meaningful investments by testing and optimizing the most trafficked or impactful moments along the typical customer journey.Journey analysis provides a means to view the anatomy of your visitors journeys,and with that,an opportunity to pinpoint issues or opportunities that arise from those jo
131、urneys.Summary352023 Digital Experience BenchmarkAbout ContentsquareForrester finds 602%ROI with Contentsquare in new Total Economic Impact studyMake every visit countContentsquare moves beyond traditional analytics to enable an unprecedented understanding of the customer experience that transforms
132、your business.With intuitive technology that reveals the behavior,intent and feelings of any and every user,we allow businesses to deliver more human experiences quickly,while ensuring privacy and accessibility.This results in faster growth,greater agility and happier customers.With Contentsquare,yo
133、u have the power to make the digital world more human.This years Digital Experience Benchmark includes an interactive explorer which puts the most relevant benchmarks for digital customer experience(CX)in your hands.If these benefits werent enough to persuade you of the importance of digital experie
134、nce,well also call out that having a superior digital experience has been shown to fuel growth.In a recent commissioned Total Economic Impact study conducted by Forrester Consulting,companies achieved a 602%return on investment*using a(well-ah-hem-our)Digital Experience Analytics Platform.*Forrester
135、s study is based on the aggregated interviewees experiencesand the results combined into a single composite organization over three years.About Contentsquare$3.28Mof income recovered$3.32Min profit from site optimization2,914 hoursreclaimed from productivity gains$805kin savings in redundant softwar
136、e602%ROIwith payback in just 6 months20-30%more conversionGet the studyCheck out Benchmark Insights ExplorerWant even more data and insights?362023 Digital Experience BenchmarkMethodologyThe Digital Experience Benchmark report is a set of aggregated and anonymized insights of digital performance.Str
137、ict aggregation measures are employed to ensure anonymity.These measures include requirements on analysis set size,diversity,and consistency,in order to present credible and reliable information that is insulated from concentration risk.To qualify for inclusion in the year-over-year analysis,each si
138、te must have operated throughout the entire analysis period,in this case October 2021 through December 2022.For current period analyses,the analysis period is Q4 2022.Additional data hygiene factors are applied to ensure accurate metric calculation.This edition of the Digital Experience Benchmark an
139、alyzed more than 35 billion sessions and 161 billion page views across 2942 websites.Data may not be exact due to rounding.Data footnotes are noted throughout the report to provide additional clarity on analysis.The Digital Experience Benchmark is not directly indicative of the operational performan
140、ce of Contentsquare or its reported financial metrics.The performance metrics shared within this report are calculated based on the analysis set,and should not be taken as a guarantee of site performance.2023 Contentsquare.These materials have been prepared solely for informational purposes from sou
141、rces believed to be reliable.No content contained in these materials or any part thereof may be modified,reverse-engineered,reproduced,or distributed in any form or by any means without prior written permission.The content shall not be used for any unlawful or unauthorized purposes.Contentsquare does not guarantee the accuracy,completeness,timeliness or availability of the content.Any third-party trademarks mentioned are the property of their respective owners.THE CONTENT IS PROVIDED ON AN“AS IS”BASIS AND CONTENTSQUARE DISCLAIMS ANY AND ALL EXPRESS OR IMPLIED WARRANTIES.Methodology