Our web analytics benchmark research suggests corporate web managers face a growing challenge to engage users
Occasional feature highlighting useful data for corporate digital communication.
We looked for trends over time in some key engagement analytics metrics and found that, across our sample of corporate websites:
Bounce rate has varied a little but is around 50%
Pages per session dropped by 0.6 pages from 2.9 in 2014 to just under 2.3 in 2018
The average session duration has also been dropping from a peak of 148s (2m28) in 2014 to 120 seconds (2m) in 2017 and 2018.
The composition of the benchmark group has varied over the period, so could account for some variation. And these figures are averages. The picture on your site could be more complex, of course: shorter sessions could be the result of more efficient task completion. So you always need to understand user behaviour on the particular site in question.
But even allowing for these caveats, the general pattern is of declining engagement on corporate websites – and a challenge to managers to do more to attract audiences back to their sites.
* The 2018 benchmark covers 12 months between May 2017 to April 2018, including web analytics data from 29 companies, the largest sample ever. It has data on almost 106 million users and over 153 million sessions, and has been collecting data since 2014 with results from 2013 onwards. The research will be presented at a web meeting [https://www.eventbrite.com/e/web-meeting-web-analytics-benchmarking-research-2018-bowen-craggs-club-members-only-registration-45969889176] for Bowen Craggs Club members on Tuesday 20 November.