Study: Over Half Of All Aussies Leave A Website After Page One

Online news in mobile phone. Close up of smartphone screen. Man reading articles in application. Hand holding smart device. Mockup website. Newspaper and portal on internet.

Analysis of 46 billion browsing sessions also reveals digital leaders are driving performance
and growth. Report surfaces ways to identify user frustrations and preferences, and opportunities to improve
customer experience to bolster happiness and conversion.

Over half (56%) of Australian customers leave a web or mobile site after viewing just one page. Additionally, a 54% average scroll rate across industries shows many customers don’t make it past the halfway point on any given web page. These findings are featured in the 2022 Digital Experience Benchmark, a new report by leading experience analytics company Contentsquare.

Based on analysis of 46 billion web sessions from around the globe and across 14 industries, the report is designed to help brands benchmark their digital performance against industry averages, highlighting where they should focus their attention and resources to gain a competitive advantage in today’s crowded market.

With increased online activity and digital adoption in recent years, customers’ expectations for more seamless and rewarding digital journeys are evidently on the rise. Organisations that have made vast improvements in digital experiences are quickly realising the return of their efforts, both in terms of the bottom line as well as cementing more meaningful connections with their audiences and customers.

In 2021, Australian brands clocked an average conversion rate of 1%, lagging behind global trends. With the exception of retail health and beauty and home goods and furnishing, most sectors saw an average conversion rate lower than the global average (2.3%).

The report also notes that average page loading times are better on mobile than on desktop (1.59 seconds vs. 1.67 seconds), suggesting brands have been heeding their customers, and prioritising the smartphone experience. With an average 52% of digital traffic coming from mobile devices, Australian businesses are understanding the importance of thinking mobile-first and creating experiences that transcend channels.

Overall, despite growing expectations from consumers and the digital disruption underway, leaders across industries are seizing the digital opportunity and investing in digital experiences that are human at their core. The luxury retail sector stood out from the rest with the lowest bounce rate at 45%, while the financial services sector had the highest at 74%.

Jonathan Cherki, founder and CEO at Contentsquare commented: “Digital experience is a top priority for
brands globally, but many experiences still fall short of customer expectations, mainly because many businesses still struggle to understand what makes their customers happy and what frustrates them.”

“Contentsquare provides businesses with unique insights into how people behave the way they do online, and why. With our 2022 Digital Experience Benchmark report, we’re making the CX trends available that we’ve observed over the past twelve months, to level the playing field for companies of all sizes, regardless of their access to data resources and analysis capabilities. We hope that it will help brands better understand their audience, keep pace with their industry, and empower their teams to create more human digital experiences.”

Albert Nel, senior vice-president, Asia Pacific and Japan, Contentsquare added: “Australian consumers have truly embraced digital-first when it comes to shopping over the last two years. With mobile democratising how we live and shop for the long run, Australian brands and marketers have a wealth of opportunity in leveraging customer intelligence to design experiences that match user goals and expectations.”

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