Singapore – Over half of APAC customers leave a web or mobile site after viewing just one page — a figure that’s up by 11% from the previous year. Additionally, a 54% average scroll rate across industries shows many customers don’t make it past the halfway point on any given web page. This was according to the latest data by experience analytics company Contentsquare.
Organisations that have made vast improvements in digital experiences are quickly realising the return of their efforts, both in terms of the bottom line as well as cementing more meaningful connections with their audiences and customers. In 2021, APAC brands clocked an average conversion rate of 1.2%.
The report also notes that average page loading times are better on mobile than on desktop, 1.37 seconds for mobile versus 1.97 seconds for desktop. This suggests brands have been heeding their customers, and prioritising the smartphone experience. With an average 57% of digital traffic coming from mobile devices, APAC businesses are understanding the importance of thinking mobile-first and creating experiences that transcend channels.
Meanwhile, the travel and hospitality sector stood out from the rest with the lowest bounce rate at 40%, while the B2B, financial services and media sectors tied with the highest at 68%.
Jonathan Cherki, founder and CEO at Contentsquare commented, “Digital experience is a top priority for brands globally, but many experiences still fall short of customer expectations, mainly because many businesses still struggle to understand what makes their customers happy and what frustrates them.”
He added, “Contentsquare provides businesses with unique insights into how people behave the way they do online, and why. With our 2022 Digital Experience Benchmark report, we’re making the CX trends available that we’ve observed over the past twelve months, to level the playing field for companies of all sizes, regardless of their access to data resources and analysis capabilities. We hope that it will help brands better understand their audience, keep pace with their industry, and empower their teams to create more human digital experiences.”
Meanwhile, Albert Nel, senior vice president for Asia Pacific and Japan at Contentsquare added, “Asia Pacific consumers’ digital-first, mobile savviness has only grown from strength to strength over the last two years. With mobile democratising how we live and shop for the long run, APAC brands and marketers have a wealth of opportunity in leveraging customer intelligence to design experiences that match user goals and expectations.”