Over half of all Australians leave a web or mobile site after page one

Jonathan Cherki, Founder and Chief Executive Officer at Contentsquare

56% of Australian clients leave a web or mobile site after viewing just one page. 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 worldwide and across 14 industries, the report is designed to help brands benchmark their digital performance against industry averages, highlighting where they should focus their resources to gain a competitive advantage.

Increase in client demand for seamless digital journeys

With increased digital adoption in recent years, clients’ expectations for more seamless and rewarding digital journeys are on the rise. firms 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 notes that average page loading times are better on mobile than on desktop (1.59 secs vs. 1.67 secs), suggesting brands have been rating the smartphone experience.

With an average 52% of digital traffic coming from mobile devices, Aussie businesses know the importance of thinking mobile-first and creating experiences that transcend channels.

Digital experience remains top priority for brands

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 client expectations, because businesses don’t grasp what makes their clients happy and what frustrates them.”

“Contentsquare provides businesses with unique insights into how people behave the way they do online. 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 firms 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, SVP, 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 to help them meet company goals.”

To find out more about Contentsquare’s 2022 Digital Experience Benchmark report, please visit https://contentsquare.com/insights/digital-experience-benchmark/.