Contentsquare：2023年数字体验基准报告

2023

DigitalExperience

BenchmarkReport

Dataandinsightstomakeeveryvisitcount.

Tableofcontents

03Fastfindings

04Introduction

05Measurethedigitalexperience:Thegood,thebadandthefrustrating

06Thegood:Moreactivityunlocksgreatoutcomes

09Thebad:Frictionfrustrates(andcausesbounces)

13DigitalexperienceKPIs

13Trafficsegmentation

23Sessionconsumption

31Sessionoutcomes

35AboutContentsquare

36Methodology

Thedataset

The2023DigitalExperience

161billion

PageViews

Benchmarkreportsharesthe

mostimportantdigitalKPIsdriving

growthandtheirimpactonthe

digitalexperienceandcustomer

happiness.

2,942

Websites

35billion

Sessions

26

Countries

9

Industries

2023DigitalExperienceBenchmarkTableofcontents2

Fastfindings

Greateractivityunlocksmorerevenue(cha-ching!)

Siteswithhigheractivity(theshareoftimeusersspendinteractingwithcontentduringavisit)enjoy19%higherconversionratesand20%lowerbounceratesthansiteswiththelowestactivity.

your

Findandfixfrictionbeforeitbites

bottomline

Frustrationisfartoocommonacrossthecustomerjourney.Morethanoneinthreevisits(36%)causefrustration.Slowpageloadisthemostfrequentandimpactfulissue.

GivelovetoMVPs:MostVisitedPages

Acrossindustries,thepagesthatcapturedthemostvisitsvaried.Here’sthepagetypethatmostvisitorsviewedbyindustry:

HomePage:

Travel|Media

MyAccount:

$

FinancialServices|Energy

Savethesessionandboostrevenue,

withspeed!

Pagesthatloadinunder1second,comparedwiththosethatexceed2seconds,cutbouncerateby5.5percentagepoints(43.5%vs.49.0%)andaverage1.2additionalpageviewspersession.Theseadditionalviewshelpboostconversionrateby25%.

Optimizetraffic—payingapremium

ProductPage:

ispainful

Whiledigitaltraffictrendedup,rising+4.6%YoYinQ4,paidsourcesaccountedformoreofit.Paidsourcesdrove31%ofallmobiletrafficand25%overall,thoughpaidconversionratesfell-2.9%overall.

Retail|Manufacturing

CategoryPage:Telecommunications|Software|Services

2023DigitalExperienceBenchmarkFastfindings3

“Today,customerpreferences,buyinghabitsandloyaltieschangeovernight,makingitcriticalforbusinessesnotonlytoreacttocustomersentimentbutalsotopredictwhat’snext.Thiscouldincludetheuseofsocialchannels,buyingpatternsorevenchangesthatneedtobemadetothewebsite.Thedataisthere;businessesjustneedtothinkdifferentlyandbewillingtodisruptthemselves.”

ZeusKerravala,

FounderandPrincipalAnalyst,

ZKResearch

Introduction

Thedigitallandscapeshifteddramaticallyin2022—andnotalwaysinthemostencouragingdirection.Asaresultofglobaleconomicheadwinds(andartificiallyhighcomparableresultsfrom2021),thefirstthreequarterssawanunusualtrafficdrop.Thegreennumbersbusinessesliketoseepaintingtheiranalyticsdashboardsturnedredformuchoftheyear.Makingmattersworse,acquisitioncostscontinuedtorise.

ThestockresponsetoallthisturmoilwastobeheardechoingthroughboardroomsandZoomcallsthroughouttheyear:“Weneedtocreateabetterexperience!”

Wecertainlyagreewiththis.Butwhilethebusinessvalueofdeliveringgreatcustomerexperienceisunderstoodbysomebusinesses,manyremainhamperedbyalimitedconceptionofitsimportancetogrowthandareunsurehowtoachieveit.

Whilemostacknowledgethatdataunlocksthatmuch-coveted‘betterexperience’,toomanyarefocusedmerelyonthebeginningandtheendoftheircustomers’journeys,namely:trafficandconversion.Digitalleadersknowbetter,becausetheyknow—that

thepathtoabetterexperienceisguidednotsimplybythedestination,butbythecompletecustomerjourney.

Thesuccess(orfailure)ofeverycustomerjourneyisdefinedbybothgoodandbadmoments.Thesemomentsimpactacustomer’sfeelingstowardsabrandandcanhelporhurttheirpropensitytoengageandspend.Theyembraceandfeeldelightedbymomentsofdiscovery,inspiration,educationandentertainmentacrossthejourney.Goodmomentslikethesespurthemon,whereasmomentsoffrictionandfrustrationcausethemtostallandevenabandontheirjourneys.

Inotherwords,customerexperienceisanemotional,humanexperience.It’saboutunderstandingwherecustomersarefeelingengagedorfrustratedbyyourexperience—thenmaximizingengagementandminimizingfrustrationsotheyarefreetoarriveatthedesireddestination.

Thisyear’sDigitalExperienceBenchmarkreportdeconstructstheon-sitecustomerjourneytoexplorehowexactlytheactivityandfrustrationwithinonlinecustomerexperienceshapesimportantbusinessoutcomes.

2023DigitalExperienceBenchmarkIntroduction4

Whatdowemeanby‘frustration’?

Frustrationincludesthespecificmomentsoffrictionobservedduringtheonsiteexperience,including:

Slowpageload

Pageloadsthatexceed3seconds

Rageclicks

Anelementwasclickedatleast3timesinlessthan2seconds

Multiplebuttoninteractions

Abuttonwasclickedatleast3times

Measurethedigital

experience:

Thegood,thebad

andthefrustrating

1.Thegood:Activityunlocksgreatoutcomes

2.Thebad:Frictionfrustrates

Whatdowemeanby‘activity’?

Multiplefieldinteractions

Afieldwasclickedatleast3times

Activityrepresentstheshareofavisitthatavisitorspendsengagingwiththe

content,andiscalculatedas:

Multipleusetarget

Anelementwasclickedatleast3times

Activity=

Timespentinteracting(e.g.clicking,swiping,scrolling,

typing)duringthesession

Totaltimespentduringthesession

2023DigitalExperienceBenchmarkMeasurethedigitalexperience5

30%

20%

10%

0%

Thegood:Activityunlocks

greatoutcomes

Orchestratingasuccessfulandproductivedigitalexperienceisanexerciseinmotivatingvisitors.Fromthemomentavisitorlandsonapage,brandshavetoworkhardtokeepandfostertheirattention.

Measuringactivity—theshareoftimeauserspendsinteractingwithyoursite(withtyping,clicks,scrollsandswipes)duringavisit—helpsquantifythevisitor’sengagementacrossthejourney.

Whileothermetricsdetailhowmuchvisitorsconsume(moreonconsumptionlater),activityisametricthatshowshowwellyoursitekeepstheirattention.

Activityduringthejourney,allindustries

Category

Desktop

Mobile

Search

Homepage

Product

MyAccount

2023DigitalExperienceBenchmarkMeasurethedigitalexperience-Thegood6

Activity

32%

30%

28%

26%

24%

22%

20%

18%

16%

Activitypeakswhenvisitorsarepresentedwithchoiceandassortment,explainingwhyit’stypicallyhighestoncategorypagesandsearchpages.Oncategorypages,visitorsneedtoscrollandclicktonarrowtheirneedsfrommanytooneandadvanceforward.Searchisthemostsurgicalofactivities,withthevisitorenteringsearchtermstoexplicitlysharewhatthey’relookingfor.

Theall-importantproductpageseesloweractivitycomparedtoitspeerpages.Thisislikelyduetoamorepassivemodeofconsumption,withcustomerspausingtoweighthe‘actornot’momentthatdefinesthepage.

byviewofactivityandpageconsumption

Sizeofbubblerepresentsshareofsessiontime

Category

Search

Checkout

HomePage

MyAccount

Product

Cart

1234567

PageViewsPerConvertedSession

2023DigitalExperienceBenchmarkMeasurethedigitalexperience-Thegood7

HighActivity

MidActivity

LowActivity

3.7

4.5

pages

5.4pages

pages

Activecustomersrewardsites

SiteswithmoreactivevisitorsdeliverstrongConversionRateandlowerBounceRate

ConversionRateBounceRate

ConversionRate

BounceRate

3.00%

2.80%

2.60%

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%

2.69%

2.26%2.24%

477%

44.4%

55.4%

LowActivityMidActivityHighActivity

56%

55%

54%

53%

52%

51%

50%

49%

48%

47%

46%

45%

44%

Customers’activitylevelshaveapowerfulinfluenceovercriticalbusinessoutcomes—specifically,overwhethertheybuyorbounce.

Abounce(aoneand-donevisit)isthemostdamagingonlinebehaviorimpactingbusinesses,especiallyatatimeindigitalwheneveryvisitisvaluable—andexpensive.Abouncemeansthatsitesaredoing(andpayingfor)allthehardworkofattraction,butmissingoutonthepayoff.

Thepathavoidingtheseeconomicallyemptyvisits?Encourageactivityacrossthejourney.

Increasingvisitoractivitycurbspooroutcomeswhilesignificantlyimprovingtheoddsofgreatonesoccurring.Siteswiththestrongestlevelsofactivityenjoyconversionratesthatare+19%higherthanthosewiththelowestactivityrates.Andthosejourneysrundeeper,too,withhigheractivitytypicallydeliveringanadditionalpageview.

Pageviews:Allsessions

2023DigitalExperienceBenchmarkMeasurethedigitalexperience-Thegood8

Thebad:Frictionfrustrates

(andcausesbounces)

Ifactivityistheheroofdigitalexperiencethenthevillainisfrustration.Andsadly,thevillainisalongwayfrombeingthwarted.In2022,momentsoffrictionremainedfartoocommonafeatureofcustomerjourneys.

Whileremovingfrictionalongthecustomerjourneyiswidelyrecognisedasdesirable,pinpointingpointsoffrictionhastypicallyproventobeextremelychallenging.

Ourdatacanhelpyouunderstandwhereyoushouldbelookingforfrictioninyourcustomerjourneys.

Althoughthereisnosinglecauseoffriction,thedatashowsasetofcommonfrustrationsthathinderthevisitorexperience.Thisgraphshowsthetop5frustrationfactorswhichcreateobstaclesalongthecustomerjourneyandcansouranexperience:

Slowpageloads

Multiplebuttoninteractions

Multiplefieldinteractions

Multipleusetargets

Rageclicks

Collectively,thesefrustrationfactorsimpact36%ofallsessions

—morethan1in3.

Topfrustrationfactorsinasession

AnyFrustrationFactor

18.1%

SlowPageLoads

6.0%5.9%5.3%3.4%

1.2%

RageClicks

MultipleButtonClicks

MultipleUseTargets

MultipleFieldClicks

LowPageActivity

35.6%

2023DigitalExperienceBenchmarkMeasurethedigitalexperience-Thebad9

Theneedforspeed

Amidstallthatfriction,onefactorstandsoutasthemostimpactful:sloooooowpageloads.

Theimmediacythatfastloadingpagesprovideisanunderappreciatedattributeofdigitalexperience.Thosethatprovideitearntherighttocapturethevisitor’sattentionandencouragemoreengagement.Bycontrast,businessesthatforceimpatientvisitorstowaitwhileapageloadsfeeltheconsequencesimmediately.

Whencustomersareforcedtowaitforpagesthattakemorethan2secondstoload,bounceratesreach49%,withnearly1in2visitorsbouncing.Andslowloadingtimeshaveanegativeeffectonconsumption,too.Customersexposedtoslowpageloadsview

1fewerpageonaverage.

Slowpagesdragdownsessions

Longerpageloadsleadtohigherbounce,shallowersessions

PageViewsBounceRate

Page6.0Pages5.5Pages5.0Pages4.5Pages4.0Pages

3.5Pages

3.0Pages2.5Pages2.0Pages

1.5Pages

1.0Page0.5Page0.0Page

Views

BounceRate

5.7Pages

435%

49.0%

4.9Pages

4.5Pages

46.5%

.

49.0%

48.5%

48.0%

47.5%

47.0%

46.5%

46.0%

45.5%

45.0%

44.5%

44.0%

43.5%

<1Second1-2Seconds>2Seconds

2023DigitalExperienceBenchmarkMeasurethedigitalexperience-Thebad10

DesktopMobile

AverageLoadTime

Pageloadtimesbydeviceandindustry

AllIndustries

1.34seconds

1.33seconds

Energy,Utilities&Construction

1.91seconds1.75seconds

Manufacturing

1.32seconds

1.63seconds

Software

1.38seconds

1.42seconds

Retail

1.42seconds

1.34seconds

Travel&Hospitality

1.34seconds

1.29seconds

FinancialServices

1.18seconds

1.25seconds

Telecommunications

1.06seconds

1.34seconds

Services

1.28seconds

1.17seconds

Media

0.85second

0.85second

Consideringthatproductandcategorypagescomprisethemajorityofpageviews,boththatfirstpagetheybouncefromandthatnextpagetheyfailtoviewlikelyrepresentamissedopportunitiestodelightthemand/ordriveaconversion.

Speedisaprimarydeterminantofnotjusthowacustomer’sjourneybegins,butalsohowitends—often,inthecaseofslowloadingsites,all-tooabruptly.

“Maintainingaspeedypageloadtimeisintegraltoboostingconversionratesandsalesrevenue.Whileafewextrasecondsmaynotseemlikeabigdeal,statisticsshowthataseachsecondpasses,thepotentialtoloseoutonprospectivecustomersincreases.“

HubSpot,2022

2023DigitalExperienceBenchmarkMeasurethedigitalexperience-Thebad11

Keytakeaways

Highactivitysitesearn:

47%

20%

Fewerbounces

19%

Moreconversions

Deepersessions

Activityisaharbingerofconsumptionandpositiveoutcomes:reducedbounces,deepersessionsandboostedconversions.Inadigitaleracharacterizedbygrazing(customersmakingmorefrequentbutalsoshortervisits)encouragingactivityistherallyingcrydigitalleadersneedtostrengthentheexperienceanddrivegrowth.

Sitesthatcanoffervisitorsachancetoplayanactiveroleintheexperienceearntherighttoconnectmoredeeplywiththatvisitor—tosharerecommendationsoradvice,provideguidanceorsimplyresolveanissue.

Simplyput,increasingactivityextendsthesessionandopportunitytoengagethevisitor.

Toptwoleadingcausesoffriction:

SlowPageloads:

18.1%

ofsessions

Rageclicks:

6.0%

ofsessions

Frictioneffects

36%

ofvisits

Conversely,frustrationthreatenstodestroysessionoutcomes.Whilea‘good’digitalexperiencecansometimesseemintangible,thoseplaguedbyfrustrationareuniversallylabeled‘bad’.Andunfortunately,thereisnoshortageoffrustrationtobefoundoutthere—withmorethanathirdofallvisitsincludingatleastonefrustrationfactor.

Frustrationcanbeaclearvillainfordigitalteamstouniteagainst,butonlyiftheycanputafacetotheenemy.Knowingthetopfactorsoffrustrationisthefirststepineradicatingfrustrationfromyourcustomers’journeysandimprovingtheiroverallexperience.

2023DigitalExperienceBenchmarkKeytakeaways12

Trafficsegmentation

Digitalhasreachedastageinitsmaturityatwhichcountingonsignificanttrafficgainsalonetocarrygrowthisunwise.Thetrafficmixisundergoingsignificantchangeandbrandsmustunderstandwhatthatnewmixmeansfortheirbusinessandgrowth.Thisrequiresanunderstanding,andoftenaresetofexpectations,basedontrafficsegmentation(includingbymarketingchannelandvisitorcomposition).

DigitalexperienceKPIs

1.Trafficsegmentation

2.Sessionconsumption

3.Sessionoutcomes

LookingatKPIsacrossthefullvisitorjourneyiscriticaltounderstanding

thecustomer’sdigitalexperience.Inthissection,wehighlightthree

digitalexperienceKPIsthathelpyoutrackyourcustomerjourneysfrom

starttofinish.

Insightsinside

First,trafficsegmentationlooksintothecompositionofvisitorsand

howtheshareoftrafficandconversionschangebysource,deviceand

industry.Next,sessionconsumptionmeasureshowmuchmoreorless

engagementhappensduringthejourney.Finally,wesharedetailsabout

thesessionoutcomes—howconversionandbouncehavetrendedover

thelastyear,bydevice.

Trafficgrowth

Trafficandconversionsharebysource

Trafficandconversionsharebytype

Trafficandconversionsharebyvisitortype

2023DigitalExperienceBenchmarkDigitalexperienceKPIs-Trafficsegmentation13

Afteradrought,trafficturned

positiveinQ4

WithdigitalcomingoffitsCovid-inducedpeak,alleyeshavebeenfixedonthetwistsandturnsoftraffic.

Formuchof2022,thoseeyeswerewatchingtrafficfailtomeet,letalonebeat,thepreviousyear’soutsizednumbers.

Fortunately,thestorychangedinQ4,withabumpthathasnudgedtrafficoutofitsjam.Despiteitshappierending,2022wasoverallavolatileyearforattractingvisitorsacrossallindustries.

ChangeintrafficbyindustryYoY

25%

20%

15%

10%

5%

0%

-5%

-10%

-15%

-20%

16.2%

15.6%

11.5%

AllIndustries

7.5%

5.3%

4.5%

0.6%

0.7%

1.5%

-16.4%

Media

Manufacturing

Services

Retail

AllIndustries

Telecommunication

Software

FinancialServices

Travel&Hospitality

Energy,Utilities&

Construction

2023DigitalExperienceBenchmarkDigitalexperienceKPIs-Trafficsegmentation14

Ismobilemature…orstillevolving?Thatdepends.

Devicesplitsprovidedthemoststabilityoftheyear,withmobileshareedginguponlyslightlyyearonyear.Beforeconcludingthatwe’vereachedadevicetrafficshareplateau,though,weshouldpayattentiontoindustrysegments,whichclearlyshowthatthecontextmatters.

Someindustries(mostprominentlyretailandtravel)migratedtomobile-firstyearsagoandnowhaveanear3:1mobiletodesktoptrafficsplit.Desktoptrafficremainsmeaningful—andanear-majorityinothersectors,includingservicesandsoftware.

Themobiledatasharedhereincludesmobilewebtraffic.

TrafficsharebydeviceMobileDesktop

70%65%60%55%50%45%40%35%30%25%20%

64.7%

62.9%

63.2%

61.5%

36.8%

.35.3%

62%

385%

38%

371%

2021Q42022Q12022Q22022Q32022Q4

2023DigitalExperienceBenchmarkDigitalexperienceKPIs-Trafficsegmentation15

40%

39.4%

61.1%

58.0%

55.2%

46.0%

28.9%

28.3%

26.5%

Desktop

38.9%

Mobile

Trafficsharebydevice,byindustry,YoY

42.0%

54.0%

44.8%

60%

60.6%

71.1%

71.7%

73.5%

39.8%

60.2%

2021Q4

2022Q4

2022Q4

2021Q4

2022Q4

2021Q4

2022Q4

2021Q4

2022Q4

2021Q4

Energy,Utilities&Construction

22.7%

77.3%

2021Q4

25.3%

74.7%

2022Q4

FinancialServices

63.0%

37.0%

2021Q4

64.0%

36.0%

2022Q4

Manufacturing

36.4%

63.6%

2021Q4

43.6%

56.4%

2022Q4

Media

65.5%

34.5%

2021Q4

64.4%

35.6%

2022Q4

Retail

SoftwareTelecommunicationsServicesTravel&Hospitality

2023DigitalExperienceBenchmarkDigitalexperienceKPIs-Trafficsegmentation16

Searchcontinuestodominatetraffic—butsocialstillmatters

Paidandorganicsearchcontinuetobethechannelheavyweightsfordrivingtraffic.Combinedwithdirect,thesethreesourcesaccountfor2of3visitstodigitalsites.

Social—paidandorganic—nowaccountfornearlydoubledigittrafficshare(andearnthattrafficalmostexclusivelythroughmobile),andhaveearnedthelargestsharegrowthoverthepastyear.

It’sworthconsidering,though,thatsocial’simpactmaybefeltmoreinsideitswalledgardens,wherebrandscontinuetoexperimentheavilywithexperiences.

Paidtrafficsourcesincludetheseprimarytrafficdrivingchannels:PaidSearch(SEMorSEA),PaidSocial,Ads/Display/Retargeting

TrafficsharebysourceDesktopMobile

Direct

25.9%25.2%

SEO

22.7%

22%

Other

21.9%

21.9%

PaidSearch

16.8%

17.5%

Email

4.8%

5.1%

PaidSocial

3.7%

4.2%

Ads,Display,Retargeting

2.9%

2.9%

SocialOrganic

1.3%

1.3%

2023DigitalExperienceBenchmarkDigitalexperienceKPIs-Trafficsegmentation17

Howproductiveiseachmarketingchannel?

Comparingsessionandconversionshare

SessionShareConversionShare

25.5%

22.9%

22.3%

21.5%

19.3%

16.0%

6.0%

5.7%

5.0%

3.2%2.0%

1.5%

1.5%

0.4%

howvariousowned,earnedandpaidchannelsworktogethertoattract,engageandconvertcustomers.

Ads,Display,

Direct

PaidSearch

PaidSocial

SEOSocialOrganic

Email

Retargeting

Paidchannelstendtodrivemoretrafficthanconversions

Butthisdoesn’tmeanthatpaidtrafficisinherentlymoreorlessvaluable.Inanalyticsasinlife:‘Considerthesource.’Youcan’tsetthesameexpectationsforeverymarketingchannel;it’scriticaltounderstandwhattrafficwillactuallydeliverforyou,dependingonthechannelitarrivesthrough.

Aneasywaytoseethisat-a-glanceistocomparetheshareoftrafficcontributedtotheshareofconversionscontributed.Thosechannelsthatdelivermoreconversionsharethantrafficshareareoverperforming.

Typically,directandownedchannels(suchas

emailandSMS)willoverperform,asvisitorswhoarriveonyoursitethroughthosechannelstendtoalreadybefamiliarwithyourbrand,andhavelikelyforgedarelationshipwithyoudirectly.Paidsocialisunderperformingonthismeasure,whilepaidsearchisoverperforming.

Thatsaid,successfulmarketingisultimatelyabout

2023DigitalExperienceBenchmarkDigitalexperienceKPIs-Trafficsegmentation18

Payingapremium

Whiledigitaltraffictrendedup,theunfortunatenews(fromthepointofviewofyourbudget)isthatpaidsourcesaccountedformoreofitthanin2021,accountingfor25%ofallvisits,upfrom23%theprioryear.

Thereisasignificantvariance,though:mobileseesfarmorepaidtrafficthandesktop.31%ofallMobiletrafficcomesfrompaidchannels—ledbypaidsearch,whichfaroutpacesorganicsearchonmobile.

Twoforcesstrainedbudgetsin2022:Moretrafficwassourcedfrompaidchannelsandthecostpervisitgenerallyroseacrossthemostsignificantsourcesoftraffic.Instagramcostsrose+21%inQ32022,whileGooglerose+7%*,atrendthathasextendedsinceearly2020.

Thenetresult:Brandsspentmoretoattractless—furtheremphasizingtherequirementforbrandstomeasuretheperformanceofeachchannelthroughouttheentireexperience.

*Source:TinuitiTriopolyReports

ShareoftraffictypebydeviceUnpaidPaid

Desktop

100%90%80%70%60%50%40%30%20%10%0%

86.2%

13.6%

86.2%

86.9%

87%

86.4%

13.8%

13.8%

13.1%

13%

2021Q42022Q12022Q22022Q32022Q4

Mobile100%

90%80%70%60%50%40%30%20%10%0%

72.5%

30.5%

28.6%

28.3%

69.5%

71.4%

29%

71.7%

27.5%

71%

2021Q42022Q12022Q22022Q32022Q4

2023DigitalExperienceBenchmarkDigitalexperienceKPIs-Trafficsegmentation19

Shareofnewv.returningvisitorsbydevice

NewVisitorShare

ReturningVisitorShare

Desktop

2022

41.8%

58.2%

2021

41.1%

58.9%

Mobile

2022

45.2%

54.8%

2021

51.8%

48.2%

Newvisitorschoosemobile

Mobilehostsmorenewvisitorsthanreturningvisitors,with55%ofallmobiletrafficcomingfromnewvisitors.

Thiscementsmobile’sgrowingreputationasadiscoverymechanismformanycustomers,andbegsforsitestoconsiderdevelopinguniquewebandmobileexperiencesfornewshoppers.

Think:guidedselling,edutainmentandaclearpathfornew-to-youvisitorstosearchanddiscover,from