According to a new report "Digital Experience Benchmark" by Contentsquare, it is getting costly and hard to convert online visitors. Based on a study of 90 billion sessions, it was revealed that there has been a drop in organic traffic as compared to last year and this is making brands rely on paid channels to fill the gap. This is making users frustrated as there are constant changes in traffic patterns.
The report says that the global organic traffic on websites has declined 3.3% YoY so brands are depending on paid ads now. 39% of all website traffic is accounted from paid sources, which is a 5.6% increase from last year. On the other hand, there was a 5.7% decrease in organic traffic and digital ad spending rising by 13.2%. As compared to last year, average cost per visit has also increased 9% in a year and 19% in two years.
It was also found that user engagement has declined 6.5% with new visitors viewing 1.8% fewer pages YoY. On the other hand, there was a 0.5% increase in returning visitors viewing pages.
Visitors are frustrated because of slow load times and do rage clicking which has reduced the session depth by 6%. Websites who have addressed these frustrations and made improvements on their pages saw an 18% higher retention rate. There was a drop of 6.1% in global conversion rates, with paid traffic having lower results (1.83%) as compared to unpaid traffic (2.66%). High performing brands are taking this decline well by improving their engagement and the sites with boosted session depth saw a 5.4% increase in conversion while other websites saw a 13.1% drop. 30-day retention saw a 7% YoY decline but the returning visitors grew by 1.9% because of paid ads.
Take a look at the charts below for more insights:
Read next:
• Adam Mosseri Declares Hashtags Useless for Reach, Recommends Audience-Focused Strategies
• AI Overviews Reshape Search Visibility, Favoring Informational Queries Over Brands
• The Hidden Dangers of Free Movies, Software and Games: How Pirated Sites Harm Your System
The report says that the global organic traffic on websites has declined 3.3% YoY so brands are depending on paid ads now. 39% of all website traffic is accounted from paid sources, which is a 5.6% increase from last year. On the other hand, there was a 5.7% decrease in organic traffic and digital ad spending rising by 13.2%. As compared to last year, average cost per visit has also increased 9% in a year and 19% in two years.
It was also found that user engagement has declined 6.5% with new visitors viewing 1.8% fewer pages YoY. On the other hand, there was a 0.5% increase in returning visitors viewing pages.
Visitors are frustrated because of slow load times and do rage clicking which has reduced the session depth by 6%. Websites who have addressed these frustrations and made improvements on their pages saw an 18% higher retention rate. There was a drop of 6.1% in global conversion rates, with paid traffic having lower results (1.83%) as compared to unpaid traffic (2.66%). High performing brands are taking this decline well by improving their engagement and the sites with boosted session depth saw a 5.4% increase in conversion while other websites saw a 13.1% drop. 30-day retention saw a 7% YoY decline but the returning visitors grew by 1.9% because of paid ads.
Take a look at the charts below for more insights:
Read next:
• Adam Mosseri Declares Hashtags Useless for Reach, Recommends Audience-Focused Strategies
• AI Overviews Reshape Search Visibility, Favoring Informational Queries Over Brands
• The Hidden Dangers of Free Movies, Software and Games: How Pirated Sites Harm Your System
