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Thought leadership

New research in this week’s newsletter suggests that over two thirds of all web content published by brands still goes ‘unseen’ by consumers. Of all the sectors analysed, banking has the highest amount of unseen content closely followed by beauty websites The research also reveals that home and technology brands are the most effective marketers 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 behaviours.

Mobile continues to be the context for most new site visits. The majority of visitors get to a site using their mobile phone, with luxury topping the mobile traffic table. The energy sector, which has been lagging in the smartphone traffic boom, recorded a double digit increase in mobile traffic since 2019 Mobile experience is now a critical battleground in every industry, regardless of its typical purchase size, frequency or cycle time.

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.”

Interesting stuff, and an area we will be focussing on at our upcoming 2020 Customer Engagement Transformation conference this summer.

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