Over two thirds of all web content published by brands still goes ‘unseen’ by consumers, according to new research.

A global study from digital experience analytics firm Contentsquare found that of all the sectors analysed, banking has the highest amount of unseen content (75 percent), closely followed by beauty websites, where 74 percent of content is rarely being accessed by visitors.

Meanwhile, technology brands are the most effective content marketers, with 40 percent of their content viewed by users.

The 2020 Digital Experience Benchmark incorporates global Contentsquare session data from some of the world’s biggest brands. The anonymised data set includes over 7 billion web sessions from over 400 websites around the world, providing insight into previously misunderstood user behaviours.

The report also found that mobile continues to be the context for most new site visits. Fifty-five percent of visitors get to a site using their mobile phone, with luxury topping the mobile traffic table (67 percent).

The energy sector, which has been lagging in the smartphone traffic boom, recorded an 11 percent increase in mobile traffic since 2019, and travel saw a five percent increase. Mobile experience is now a critical battleground in every industry, regardless of its typical purchase size,  frequency or cycle time.

Aimee Stone Munsell, CMO at Contentsquare, said: “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 behaviour can uncover simple improvements that shrink the experience gap and multiply their conversions.”

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