Marketing: What are the indicators of consumer frustration in their digital experience?

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The Covid-19 pandemic, having multiplied digital uses tenfold, has become an imperative for brands to profoundly improve their online experience. Overview of the indicators used to measure the satisfaction of Internet users.

45% of French people leave a website or mobile device after the first page. This is the uplifting observation made by Contentsquare, a French specialist in the analysis of the functioning of websites and applications, in his report Benchmark of the digital experience. The latter is based on the analysis of 46 billion web sessions worldwide, in 14 business sectors, to highlight the points of attention that brands must focus on to stand out in an e-commerce market where competition continues to intensify.

In France alone, online commerce now accounts for 14% of retail sales in France, up from 13.4% in 2020, with the French spending € 129 billion on the internet in 2021. Driven by the Covid pandemic- 19, e-commerce is expected to account for more than 15% of retail trade in France by the end of 2022, before exceeding the symbolic threshold of 20% by 2030, according to data from the Federation of Electronic Commerce and Distance Selling (Fevad). In this context, it becomes imperative for brands to profoundly improve the online experience they offer to consumers so that they can benefit from ever more fluid digital travel.

One second delay in loading time is a 16% drop in customer satisfaction

But before we even look at design, mechanisms to improve conversion rates, and other cognitive technologies to grab the attention of consumers, it’s page load time that can destroy all of a brand’s efforts. According to Aberdeen Group, a one second delay in loading time is a 16% drop in customer satisfaction. On mobile devices, a second delay also means a 20% drop in conversion rate, according to data from Google. This load time is now 1.52 seconds on mobile, compared to 1.61 seconds on desktopaccording to the Contentsquare study.

This highlights the actions taken by brands to develop an approach cell phone first, while an average of 58% of global internet traffic now comes from mobile devices. The luxury sector is heavily dependent on mobile traffic, with 76% of visits made on a mobile device. Cosmetics (74%) and pharmaceuticals (73%) also benefit significantly from mobile traffic. “If mobile traffic remains strong, we will help companies improve their strategy cell phone firstwithout falling into the trap of mobile onlywhy the desktop remains channel n. 1 for shopping sessions “tempera Philippe Omer-Decugis, Head of Business France at Contentsquare.

Once you get past the loading time trap, of course desktop Compared to mobile, it is still necessary to activate the right levers to offer a frictionless digital experience to Internet users. In this context, it should be borne in mind that users see an average of five pages per session, all sectors combined. And for each session, they spend an average of 4 minutes and 17 seconds there, at a rate of 55 seconds per page.

It is therefore in this more or less long period of time that the brand must be able to interact with the visitor thanks to the content it offers to the latter. “The digital experience is now a strategic issue. We have noticed that, for many of our customers, brands compete on the terrain of UX rather than price. It is therefore up to the brands’ to deliver an experience that is attractive enough to convince the customer to stay ‘says Harry Thornberry, Contentsquare’s Business Development Manager.

And to know if the digital experience offered to the visitor is right for him, brands can rely on the rate of slide to see how far the user scrolls pages up and down. “A high scrolling rate suggests that the user easily understands that they will find additional content below the fold. This rate also indicates that your page offers logical structure and added value, effectively meeting the visitor’s needs.”explains Contentsquare in his study.

In reverse, “a rate of slide low can betray a lack of visual cues on your site or content that doesn’t meet the expectations of most users “. In other words, “If the user leaves your site after viewing only 15% of a page, it simply means that the content on your site does not meet their expectations”. To date, the rate of slide the average, all sectors combined, is 54%.

This rate can therefore be a good indication of the engagement a brand generates from its content. The performance of the latter is also related to the design of the site and the position of the buttons on the page, such as the famous buttons Call to action (CTA) which aims to encourage the user to perform a certain action (registration, purchase, add to cart, subscription, etc.). These elements must lead brands to offer the best possible readability, otherwise the visitor can quickly find themselves lost or frustrated. “The user should never be surprised or confused when clicking on a link or CTA button. By viewing the content your customers want to see directly from the first half of the page, you can improve the customer journey by reducing the frequency of overall rebound “says Megan Brook-Bramley, Solution Expert at Contentsquare.

Scroll speed

Keep the visitor past the first page

The bounce rate, in fact, is a double-edged sword. A key indicator of customer engagement, it measures the percentage of Internet users who entered a web page on the site before leaving it. If the site has only one page, such as a blog, there is no need to worry about having a high bounce rate. Much more problematic, on the other hand, is if the site is based on the consultation of several pages, which is often common in e-commerce. According to Google, the bounce risk increases by 32% if the loading time increases from one to three seconds. Two seconds too long and the user disappears …

The Contentsquare study shows that the B2B sector shows the highest rebound rate (65%) for the second consecutive year, which is still down compared to 2020 (75%), ahead of the pharmaceutical sector (60%). Conversely, energy has the lowest bounce rate (37%), followed by travel (42%). It is the companies of these sectors that have therefore developed relevant paths at each stage for the visitor.

In a technology ecosystem where codes evolve very rapidly, what was in place six months ago may no longer be effective today. The high-tech industry (from 44% in 2020 to 56% in 2021) and the financial services sector (from 47% to 58%) can testify as they show the strongest increases in the rebound rate over the past year. For these companies, as for those in other industries, the challenge is even greater on mobile, since 51% of users on this format leave the site after seeing only one page. “So there is still a long way to go before we get to a universe cell phone first without friction “notes Contentsquare.

Rebound rate

A shopping session lasts an average of 17 minutes and 11 seconds in e-commerce

For ecommerce brands, retaining visitors is even more of an obstacle course. And for good reason, the average length of a shopping session is 17 minutes and 11 seconds. A long tunnel where the slightest friction can scare the consumer. Consequently, the longer the latter takes before making the purchase, the greater the risk of not seeing it reach the end of the purchase journey. “We see that the shopping session is the session of all dangers. With an average of 22 page views, it is a real obstacle course waiting for your users: multiplying the risk of error, UX risk and loading. In short, shorten it. your travels There is a real correlation between conversion rate and short trip: it’s simple, fast and reliable “explains Pierre Casanova, Contentsquare’s Chief Revenue Officer.

A shorter trip maximizes the chances of improving your conversion rate – the percentage of consumers who took the intended action – purchase – out of the total number of visitors who visited the site. Across all ecommerce industries, the average conversion rate is 2.96%, according to Contentsquare. In the space of a year it has thus risen by 30%, while the uses of e-commerce have been increased tenfold by the Covid-19 pandemic. It is no coincidence that large retailers have seen their average conversion rate drop from 5% in 2020 to 6.8% in 2021. “Improving the conversion rate requires consistent and visible CTAs”says Michelle Lee, UX / UI Design Lead at Contentsquare.

Once you’ve optimized your conversion rate, you still need to be able to increase the average basket. This depends not only on the value proposition the brand brings to its site, but also on its pricing strategy. And if it is important to design particularly developed experiences on mobile, be careful not to limit yourself only to these. And for good reason, the average order value desktop it’s 91% higher than mobile devices, notes Contentsquare.

The challenge is therefore to develop an omnichannel strategy that makes it possible to reach the consumer at all points of contact. And if it is particularly evident for online commerce operators, this point of attention applies to all companies that want to develop their online presence. It is not uncommon today for a consumer to start their journey on a digital device (computer, smartphone, tablet, etc.) to end it in a physical store, or vice versa.

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