Contentsquare：2022年数字体验基准报告_78页_10mb

2022 Digital Experience Benchmark Report Summary

Core Content

This report provides an in-depth analysis of digital consumer behavior across 14 industries, based on data from over 46 billion user sessions from January 1, 2021, to December 31, 2021. It emphasizes the importance of creating human-first, data-driven online experiences that meet customer expectations and improve engagement, loyalty, and conversion.

Key Takeaways

1. Don't Get 'Channel' Vision; Your Customers Are Everywhere

• Customer Journey is Multi-Channel: Users engage with brands across multiple channels, including mobile, desktop, and in-store.
• Mobile Dominates Traffic: Mobile accounts for 58% of online traffic, while desktop remains critical at 42%.
• Tablets are Not a Major Player: Only 3% of traffic comes from tablets, indicating limited use for browsing.
• Digital is Part of the Lifecycle: Understanding the full customer journey (both online and offline) is essential for building exceptional experiences.

2. R-E-S-P-E-C-T; Find Out What It Means to Your Customers

• Respect for Time is Crucial: Customers value speed and simplicity in their online experience.
• Checkout and Loading Times Matter: Slow loading times and complex checkout processes can lead to 49% of new users leaving.
• Seamless Experiences Are Non-Negotiable: Brands must ensure their digital properties are intuitive and efficient to retain users.

3. Expectations Are Higher Than Before

• Bounce Rates Increased: Average bounce rate rose from 47% in 2020 to 50% in 2021.
• More Research, More Expectations: Customers now spend more time researching and comparing options before converting.
• Customer Behavior is Key: Understanding how and why users behave at each stage of their journey is vital for optimizing the experience.

Traffic Insights

Online Traffic by Month

• Sessions peaked in November, with a 4.8 billion peak, driven by holiday shopping.
• Consumer Electronics and Fashion saw the biggest spikes in traffic during the holiday period.
• Financial Services and B2B had higher desktop usage, while Luxury and Beauty had significant mobile traffic.

New vs Returning Users

• 51% of traffic was from returning users, indicating strong customer retention.
• Luxury had the highest percentage of new users at 59%, suggesting a need for stronger customer acquisition and engagement.
• Pharmaceuticals and Beauty also had high new user percentages (56% and 55% respectively).
• Financial Services had the lowest new user percentage at 41%, likely due to brand loyalty and fewer competitors.

Acquisition Sources

• Unpaid Traffic Dominates: 75% of all traffic comes from unpaid sources like organic search, social media, and referrals.
• SEO is Preferred Over Paid Ads: 70% of online marketers believe SEO is better than PPC for generating sales.
• Direct Traffic is Strong: 27% of traffic is direct, showing brand recognition and customer loyalty.
• Industry Differences: Pharmaceuticals had the highest paid traffic at 44%, while Financial Services relied mostly on unpaid sources at 91%.

Browsing Behavior

Page Views

• Average of 5 pages per session across all industries.
• Grocery had the highest page views at 7 pages per session, reflecting a complex shopping journey.
• B2B, Financial Services, Consumer Electronics, and Telecoms had the lowest page views at 3 pages per session, likely due to focused or transactional intent.

Time Spent

• Average time per page: 55 seconds.
• Media had the highest time spent per page at 1 minute and 33 seconds, showing in-depth engagement.
• Energy had the lowest time spent per page at 39 seconds, indicating quick, goal-oriented visits.

Mobile vs Desktop Browsing

• Mobile dominates in most industries, but desktop remains important, especially in B2B and financial services.
• Scroll Rate and Loading Time: These metrics are critical for engagement and conversion.

Conversion Behavior

• Bounce Rate and Conversion Rate: These metrics help understand user satisfaction and effectiveness of digital experiences.
• Buying Sessions: Users who convert spend more time on pages and view more pages than non-buying sessions, highlighting the importance of optimizing the journey towards conversion.

Conclusion

The report underscores the necessity for brands to adopt a multi-device strategy, holistic customer understanding, and seamless digital experiences. With increasing customer expectations and the importance of data-driven insights, businesses must invest in customer experience optimization, SEO, and user-centric design to thrive in the digital landscape. The insights provided help companies make informed decisions to improve digital performance and build stronger, more rewarding relationships with their customers.