Digital Experience
2023 Benchmark Report
Data and insights to make every visit count.The dataset
The 2023 Digital Experience
Table of contents Benchmark report shares the
most important digital KPIs driving
growth and their impact on the161 billion
03Fast findings digital experience and customerPage Views
happiness.
04 Introduction
05Measure the digital experience:
The good, the bad and the frustrating
06The good: More activity unlocks great outcomes
09The bad: Friction frustrates (and causes bounces) 35 billion 2,942
SessionsWebsites
13Digital experience KPIs
13Traffic segmentation
23Session consumption
31Session outcomes
35About Contentsquare
26 9
36 Methodology CountriesIndustries
2023 Digital Experience Benchmark Table of contents 2 Fast findings
Greater activity unlocks more revenueFind and fix friction before it bites your
(cha-ching!) bottom line
Sites with higher activity (the share of time Frustration is far too common across the
Give love to MVPs: Most Visited Pages
users spend interacting with content duringcustomer journey. More than one in three
Across industries, the pages that captured
a visit) enjoy 19% higher conversion rates and visits (36%) cause frustration. Slow page load
the most visits varied. Here’s the page type
20% lower bounce rates than sites with the is the most frequent and impactful issue.
that most visitors viewed by industry:
lowest activity.
Home Page:
Travel | Media
My Account:
$ Financial Services | Energy
Save the session and boost revenue, Optimize traffic—paying a premium Product Page:
with speed! is painful Retail | Manufacturing
Pages that load in under 1 second, comparedWhile digital traffic trended up, rising
with those that exceed 2 seconds, cut bounce+4.6% YoY in Q4, paid sources accounted Category Page: Telecommunications |
rate by 5.5 percentage points (43.5% vs. 49.0%) for more of it. Paid sources drove 31% of all Software | Services
and average 1.2 additional page views per mobile traffic and25% overall, though paid
session. These additional views help boost conversion rates fell -2.9% overall.
conversion rate by 25%.
2023 Digital Experience Benchmark Fast findings 3Introduction the path to a better experience is guided not simply“Today, customer preferences,
by the destination, but by the complete customer buying habits and loyalties
journey.
The digital landscape shifted dramatically in 2022— change overnight, making it
and not always in the most encouraging direction. The success (or failure) of every customer journey critical for businesses not only to
As a result of global economic headwinds (andis defined by both good and bad moments. Thesereact to customer sentiment but
artificially high comparable results from 2021), the first moments impact a customer’s feelings towards
three quarters saw an unusual traffic drop. The green a brand and can help or hurt their propensity to also to predict what’s next. This
numbers businesses like to see painting their analytics engage and spend. They embrace and feel delighted could include the use of social
dashboards turned red for much of the year. Makingby moments of discovery, inspiration, education andchannels, buying patterns or even
matters worse, acquisition costs continued to rise.entertainment across the journey. Good moments like
these spur them on, whereas moments of friction andchanges that need to be made
The stock response to all this turmoil was to be frustration cause them to stall and even abandon to the website. The data is there;
heard echoing through boardrooms and Zoom calls their journeys.businesses just need to think
throughout the year: “We need to create a better
experience!” In other words, customer experience is an emotional,differently and be willing to disrupt
human experience. It’s about understanding where themselves.”
We certainly agree with this. But while the business customers are feeling engaged or frustrated by your
value of delivering great customer experienceexperience—then maximizing engagement andZeus Kerravala,
is understood by some businesses, many remainminimizing frustration so they are free to arrive at the Founder and Principal Analyst,
hampered by a limited conception of its importancedesired destination. ZK Research
to growth and are unsure how to achieve it.
This year’s Digital Experience Benchmark report
While most acknowledge that data unlocks thatdeconstructs the on-site customer journey to explore
much-coveted ‘better experience’, too many are how exactly the activity and frustration within online
focused merely on the beginning and the end of their customer experience shapes important business
customers’ journeys, namely: traffic and conversion. outcomes.
Digital leaders know better, because they know—that
2023 Digital Experience Benchmark Introduction 4 Measure the digital
What do we mean by ‘frustration’?
experience: Frustration includes the specific moments of friction observed during
The good, the bad the on site experience, including:
and the frustrating Slow page load
Page loads that exceed 3 seconds
1. The good: Activity unlocks great outcomes
2. The bad: Friction frustratesRage clicks
An element was clicked at least 3 times in less than 2 seconds
Multiple button interactions
A button was clicked at least 3 times
What do we mean by ‘activity’?
Activity represents the share of a visit that a visitor spends engaging with theMultiple field interactions
content, and is calculated as: A field was clicked at least3 times
Multiple use target
Time spent interacting (e.g. clicking, swiping, scrolling,
An element was clicked at least 3 times
typing) during the session
Activity =
Total time spent during the session
2023 Digital Experience Benchmark Measure the digital experience 5