47% of financial services site visitors exit after viewing one page of content

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 03, 2022, 4:44 PM GMT+0

According to a Contentsquare report, 39% of customer-facing content goes unseen.

Despite the $23 million spent by financial services brands on content marketing in recent years, 39% of customer-facing content goes unseen. Nearly half of all visitors exit a financial services site after consuming just one page of content, with the number even higher (51%) for those visiting the site from their mobiles.

With 64% of all website traffic coming from mobile devices, users are expected to increase access to online banking from their mobiles. This number reveals that financial services brands must focus on optimising their website CX for mobile devices.

“Investing across all digital properties and understanding how customers respond will better enable a brand to meet the needs of customers,” says Lucie Buisson, chief product officer at Contentsquare.

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