And Goodbye!

This is one of the key findings of the Digital Experience Benchmark 2022 Report, an annual analysis by experience analytics company Contentsquare. In addition, the report shows an average scroll rate of 54 per cent across all industries, indicating that many customers do not move past half of a web page and disregard the content on the bottom half of the page.

Significant results when it comes to conversion

The good news is that those who search and find quickly convert. In 2021, the average conversion rate across all sectors rose to 2.3 per cent, a 27.8 per cent increase compared to 2020.

“It’s no longer about optimising the website as a product. As online activity has increased in recent years, customer expectations for seamless digital experiences have grown tremendously. Companies that improve their experience quickly realise that their efforts are paying off and they can stand out from far more renowned competitors,” says Thomas Weyand, Managing Director of Contentsquare Germany.

In addition to better “Overall Conversion”, the report also notes that the average loading time of a website is better on mobile than on desktop (1.52 seconds versus 1.61 seconds). According to the Contentsquare experts, this indicates that brands are now successfully prioritising the smartphone experience according to user expectations: because on average, 58 percent of digital data traffic is handled via mobile devices.

B2B catches up

Even though B2B still lags behind, in terms of improving the bounce rate, the sector has had the greatest successes. Compared to the previous year, it was possible to reduce the bounce rate by 13 percent, among other things through consistent A/B tests and customer-oriented content optimisation strategies.