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Websites are getting better, 57 percent say in survey

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Harmeet
New Update

NEW YORK, USA: Kentico Software, a leader in customer experience management, unveiled the results of a new Website Marketing Survey, the latest installment of Kentico's ongoing Digital Experience research series. The announcement was made from the Customer Engagement Technology World conference being held this week in New York.

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According to the survey, 57 percent of the general public believes websites have improved over the past five years in terms of design, functionality, usability, content, usefulness, and other elements. But 31 percent believe websites haven't changed much, while 12 percent report they've gotten worse. Users aged 18-29 were slightly more generous in their response than survey participants overall with 68 percent believing the website experience has improved over the past five years.

Personalization prevails

When it comes to personalization, 70 percent believe at least half of the websites they visit offer products, services or content in a way that caters well to their particular interests. And 35 percent say that about half of all the websites they visit seem customized. Further, 24 percent say about 75 percent, 23 percent say about 25 percent, and 12 percent say about all of them. Only 7 percent believe that virtually none of the sites they visit appeal to their particular needs.

Site loyalty: Reserved for the few

How many sites will the average user return to regularly? Most (41 percent) regularly visit up to five websites for non-work purposes. 34 percent are regular readers of six-10 sites, 14 percent say 11-15 sites, and 4 percent say as many as 16-20 sites. Only 5 percent visit more than 20 sites for personal use.

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"Over the past five years, marketers have been implementing a variety of new methods and tools to optimize the website experience for their customers, and it appears these efforts have not gone unnoticed," said Kentico CEO and Founder Petr Palas. "Still, with most users revisiting only a small handful of sites, maintaining user loyalty with sites that are compelling, personalized, and intuitive remains a key prerogative for digital marketers today."

To compete on the modern Internet, websites must be differentiated, compelling, valuable, and easy to use. Every successful website checklist should include:

* Maintaining an ongoing SEO optimization plan for search engine discovery.

* Creating consistent messaging across your multi-channel activities.

* Real-time ERP/CRM integration.

* Responsive design support for consistent mobile experiences across all devices.

* Real-time web analytics.

* An ongoing strategy for message optimization using A/B and MVT testing.

* A marketing automation solution to manage campaigns while freeing up marketing time to focus on more productive tasks.

* An ongoing strategy for content personalization that provides an immersive experience.

* A buyer persona between sales and marketing.

* A lead scoring program that focuses on delivering leads at the right time.

* Consistent e-mail marketing.

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