Customer experience and digital universe: the journey of consumers on the web between bounce rates and user loyalty
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Customer experience and digital universe: the journey of consumers on the web between bounce rates and user loyalty

Customer experience: how the consumer journey changes during the purchase process between online search, bounce rate and user loyalty. Understanding how consumers behave at each stage of their online visit is the magic ingredient to achieving a perfect customer experience. The Contentsquare study.
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How to understand customer behavior and expectations

The modern consumer is increasingly accustomed to using multiple tools to acquire information about products and services it needs, taking advantage of digital channels (58% of traffic comes from mobile) and then proceeding with the purchase in physical stores or benefiting from the increasingly widespread e-commerce. In an increasingly competitive and varied landscape it is important that companies offer their customers maximum flexibility and usability, ensuring lean experiences in the digital landscape. There customer journey must be fast, fun, impactful and out of the ordinary, in order to involve the end user and ensure his “loyalty”.

It is increasingly important to understand the behavior of customers (or potential customers) on their Internet sites. Customer expectations are getting higher and higher and they continue to increase, also because today’s consumer is well informed, always looking for the most convenient solution and if he does not quickly find what he is looking for, he leaves the communication channels. Suffice it to say that the average bounce rate has increased in the last year, going from 47% in 2020 to 50% in 2021. Understanding how consumers behave at each stage of their online visit is the magic ingredient to achieving a perfect customer experience. Indeed, for (potential) customers, great digital experiences are often seen as the means to achieve greater convenience and a better variety of products and services.

Niki Hall, CMO of Contentsquare (reference reality in digital experience analytics), stated in the Digital Experience Benchmark 2022 : “Customer experience is increasingly defining brands and becoming a factor that can lead a brand to the top of the world or make it collapse. It is shaping the future of online engagement between businesses and the public and becoming the battleground on which to determine who wins and who loses in the market.“.

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Returning users and the valuable customer experience: respect for customers and loyalty

It has now been two years since the most acute phase of the pandemic, but the Contentsquare study shows that the increase in online traffic is destined to consolidate, with many users converted to new digital habits and behaviors. As for the telecommunications sector, 66% of traffic comes from mobile, with a growth of 7 percentage points compared to 2020. Another interesting fact is that 51% of visitors to a site are so-called “returning users”, i.e. profiles that return to a particular portal after the first visit. Customer loyalty is crucial to success, also because, as Forrester said, acquiring new customers costs five times more than keeping them.

People spend more and more hours online over the course of their day and therefore a valuable customer experience is one that respects customers’ time., offering lean and intuitive paths that help them reach their goals faster. Businesses are responsible for making sure that the customer visit is easy to carry out and efficient , because it is a priority of well-being for the customers and a digital optimization opportunity for the brand.

The online experience is often more important than products / services in creating loyalty : loyalty is the possibility of creating a customer experience through all the omnichannel contact points, so much so that each brand can activate personalized customer paths, thanks to tools of marketing automation. Individual realities can collect relevant insights on the behavior of their customers, thus managing to structure decision-making processes based on data and increasing what is called customer lifetime value.

Scroll rate, bounce rate and page numbers: customer experience indicators

A user browses five pages per session on average (three for the telecommunications sector). The average time spent on a page is 55 seconds, for a total of 4 minutes and 17 seconds per session. It should be noted that the performance of the site has a direct impact on the user experience: the web performance contributes to the perception of the seriousness of the brand and is the first element that builds trust with users.

It is important that the loading time is reduced (one second on average) to keep the user on the page. Companies must also carefully evaluate the scroll rate (page scrolling): the higher this parameter, the more it means that users want to explore more content below the fold line, as well as suggesting that the page is logically structured and responds to the visitor’s needs. Conversely, a low scroll rate indicates that there is a lack of visual cues for scrolling and that the content is not what most users expected. It is a Particularly important KPI for optimizing conversion, also because CTAs are often found at the bottom. The average flow rate is 54%.

Let us also dwell on the bounce rate. The bounce rate is in fact a useful signal of user involvement and an indication of the quality of the content offered. 50% of visitors to a website abandon their path after seeing a single page, but it also depends on the type of site itself. However, we must not dwell only on this data, but it is important to go beyond the metric to find out which specific content is causing the abandonment of users. The average bounce rate went from 47% in 2020 to 50% in 2021, in the telecommunications sector it rose from 54% to 56%. To solve this problem, it is necessary to know what customers are trying to achieve on a site, in order to build relevant paths, understanding priorities and objectives.

Scroll rate, bounce rate and page numbers: customer experience indicators

Conversion rate: personalized customer experience and exploitation of behavioral data

When a person commits to make a purchase, page views per session increased by an average of 328% over the previous year. Customers therefore like to conduct more research before providing all the information they need to convert. The average time elapsed before a conversion is 15 minutes and 5 seconds, which drops to 11 minutes and 40 seconds for telecommunications.

Worth noting is the significant increase in the conversion rate which went from 1.8% in 2020 to 2.3% in 2021, or an increase of 28% (even if in the telecommunications field it is 0.5%). Conversions take place for the most part from desktop, even if the deviation from mobile is really minimal. To improve conversion rate, it’s important to make sure your CTAs are consistent and visible, choosing valuable content and insights without interrupting the experience. To improve the conversion rate, it is important that brands make the digital checkout process as simple as possible, perhaps also guaranteeing a personalized level of customer experience.

According to a Salesforce survey, 80% of customers say the experience a business offers is as important as its products and services. To optimize the customer experience, it is important to leverage behavioral data , making online customer journeys as visible as offline ones.

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