Chart of the week - corporate web managers face a growing challenge to engage users

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.

The chart shows the bounce rate, pages per session and average session duration over the years of the Bowen Craggs web analytics benchmark, 2013-2018  Source: Bowen Craggs web analytics benchmark 2018

The chart shows the bounce rate, pages per session and average session duration over the years of the Bowen Craggs web analytics benchmark, 2013-2018

Source: Bowen Craggs web analytics benchmark 2018

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.

 

To discuss our measurement services, including how we can help with visitor surveys and analytics, please contact Dan Drury ddrury@bowencraggs.com or see our website.

For more information on the Bowen Craggs Club, visit our website or contact Lisa Hayward, lhayward@bowencraggs.com.

Chart of the week - our benchmark research shows that the average visitor comes to corporate sites less than twice a year

Our web analytics benchmark research shows that visitors come to corporate websites less than twice a year on average

Occasional feature highlighting useful data for corporate digital communication.

Click to enlarge. Source: Bowen Craggs web analytics benchmark 2018

The chart shows the number of sessions divided by unique users for the 29 companies in our analytics benchmark. This gives an average number of sessions per user per year for each site.

Corporate websites average just 1.51 sessions per user per year – or put another way, an ‘average’ corporate visitor sees a site 1 ½ times a year.

  • Not all visitors will see the site with this (in)frequency: this chart cannot take into account cookie clearing or use of multiple devices per user

  • The chart shows the average number of sessions per user per year. There are some visitors who do return to a corporate website multiple times per year, and many more who only visit once

  • So any site needs to serve one-off and also return visitors, as both will be present

  • But this average – and the fact that the highest average of sessions per user per year is 2 - has important implications for user experience on corporate sites: expecting users, many of whom will visit once or twice per year, to understand complex content structures or your agency’s favourite new navigation technique is not going to serve your audience well

  • There is an opportunity for corporate sites to do much more to attract users back more often: as we have written before, corporate websites are like Brussels sprouts: you really have to prepare them well to make them remotely appetizing.

 

*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 for Bowen Craggs Club members on Tuesday 20 November.

To discuss our measurement services, including how we can help with visitor surveys and analytics, please contact Dan Drury ddrury@bowencraggs.com or see our website.

For more information on the Bowen Craggs Club, visit our website, or contact Lisa Hayward, lhayward@bowencraggs.com.