For the better part of the last decade, customer experience has ranked near or at the top of every information technology and business leader’s priority list.

That’s because 90% of companies compete on CX, significantly up from 26% five years ago. Another interesting supporting data point from my research is that, in 2023, 71% of millennials admitted changing loyalties to a brand from a single bad experience.

With that in mind, it’s unsurprising that businesses have spent heavily on improving their online presence, as this is where most customer interactions start. However, a recent study found that the investment isn’t getting the payback companies seek.

The Contentsquare 2024 Digital Experience Benchmark Report, based on analyzing data from over 3,500 websites, is now out. It includes some interesting data nuggets on the challenges that digital leaders face. With the proliferation of online services and a nearly universal focus on user experiences, traffic is up everywhere and user experiences should be better than ever. Contentsquare’s new report shows that’s not the case.

Ad spend is up, traffic is down

According to the report, total web visits have fallen despite increased ad spend, leading to a higher cost per visit. And when it comes to user experiences, frustration remains a significant issue, affecting 40% of user sessions.

The report emphasizes the importance of optimizing digital experiences to combat frustration and maximize the value of each visit. Customers have so many choices today that if they experience any frustration during their on-line interaction, it’s fast and easy to jump to the next brand. Significant factors affecting the user experience and resulting in frustration include slow page loads and JavaScript errors.

Contentsquare says that understanding visitor intentions and tailoring the online journey is crucial for improving conversion rates. The report shows that experimenting with traffic sources, optimizing mobile experiences, and reducing friction in digital journeys are options. It’s important to note that just because something is working today doesn’t mean it will in a day, a month, or next year. Consumers are fickle, so it’s critical to think of the online journey that is constantly being revisited.

The report also provides insights on app traffic, engagement, and conversion rates, along with tips for boosting in-app conversions, including:

• Get new users onboarded and ready to convert (fast)
• Make app navigation a (flexible) pathway to conversion
• Make your product detail page your return-on-investment machines
• Make your checkout a knockout
• Maximize engagement, minimize frustration

The company fleshed out those points in a previous blog post.

As traffic shifts to mobile, conversions lag

Contensquare’s report underscores the shift to mobile traffic, the importance of engagement, and the impact of traffic sources on outcomes. Although paid traffic is increasing, mobile conversion rates are still lower than desktop. Although bounce rates have stabilized, converting social traffic is still a struggle.

Understanding visitor intentions, tailoring online journeys, and experimenting with traffic sources are crucial for improving conversion rates. Focusing on optimizing mobile experiences, increasing engagement and improving conversion rates can drive better outcomes.

Key takeaways

As I looked at the report, I was left with several actions companies can take to ensure their digital efforts are successful, including:

• Optimizing the digital experience: With rising marketing spend and declining traffic, it’s critical to optimize the digital experience to combat frustration and maximize the value of each visit.
• Focusing on the mobile journey: As traffic shifts toward mobile, companies must experiment with predictive mobile journeys to better align with the shorter mobile visits.
• Reducing friction: User frustration from low-loading pages and poor response to visitor interaction can significantly impact engagement and the number of visits. Addressing friction in digital journeys is key to improving the experience.
• Experimenting with traffic sources and entry pages: Relying on the same channels and landing pages won’t lead to success. Rather, experimenting with the traffic mix and testing entry pages to start visitor journeys in the best possible spot is the way to go. Tailoring the journey to visitor intentions will almost certainly improve conversion rates.

Zeus Kerravala is a principal analyst at ZK Research, a division of Kerravala Consulting. He wrote this article for SiliconANGLE.

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