News

Lots of web content not catching consumer attention

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March 17, 2020

A Contentsquare study reveals over two thirds, 69%, of all web content published by brands, is "unseen" by consumers, with the banking sector leading the list at 75% of content not being viewed.

The study, which examined 7 billion web sessions from global brands, found 74% of beauty website content is going unseen. Home and tech brands are faring better with 40% of content being viewed, according to a press release.

Other findings include:

• Mobile continues to be the context for most new site visits. 55% of visitors get to a site using their mobile phone, with luxury topping the mobile traffic table (67%). Mobile experience is now a critical battleground in every industry, regardless of its typical purchase size,  frequency or cycle time.
• 44% of visitors who reach the payment page on a site will not complete their transaction, and 56% of visitors who reach the shipping/billing page won’t convert, highlighting the critical importance of optimizing the checkout process.

"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. Marketers and UX teams who have a granular understanding of customer behavior can uncover simple improvements that shrink the experience gap and multiply their conversions," said Aimee Stone Munsell, CMO at Contentsquare, in the release.