2025 Digital
Experience Benchmarks
Explore the latest digital experience insights covering the entire visitor journey. Choose your industry from the list to dive in!
How have trends changed since last year?
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-3.3%Traffic-3.3%
The change in the number of visits to the website.
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-6.5%Consumption-6.5%
The change in page views per visit, scroll rate, and time spent per visit.
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-1.8%Frustration-1.8%
The change in visits that experienced frustrationLike rage clicks, slow loading pages, and excessive hovering.
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+0.6%Bounce rate+0.6%
The share of visits that view only one page during a visit.
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-6.1%Conversion rate-6.1%
The share of visits that include a conversion event, like a purchase or a form fill.
-
-10.5%Traffic-10.5%
The change in the number of visits to the website.
-
-16.5%Consumption-16.5%
The change in page views per visit, scroll rate, and time spent per visit.
-
-3.5%Frustration-3.5%
The change in visits that experienced frustrationLike rage clicks, slow loading pages, and excessive hovering.
-
+2.5%Bounce rate+2.5%
The share of visits that view only one page during a visit.
-
-4.3%Traffic-4.3%
The change in the number of visits to the website.
-
-11.3%Consumption-11.3%
The change in page views per visit, scroll rate, and time spent per visit.
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-2.2%Frustration-2.2%
The change in visits that experienced frustrationLike rage clicks, slow loading pages, and excessive hovering.
-
1.1%Bounce rate1.1%
The share of visits that view only one page during a visit.
-
-0.6%Traffic-0.6%
The change in the number of visits to the website.
-
-10.2%Consumption-10.2%
The change in page views per visit, scroll rate, and time spent per visit.
-
-3.6%Frustration-3.6%
The change in visits that experienced frustrationLike rage clicks, slow loading pages, and excessive hovering.
-
-4.0%Bounce rate-4.0%
The share of visits that view only one page during a visit.
-
1.8%Conversion rate1.8%
The share of visits that include a conversion event, like a purchase or a form fill.
-
+4.2%Traffic+4.2%
The change in the number of visits to the website.
-
-18.0%Consumption-18.0%
The change in page views per visit, scroll rate, and time spent per visit.
-
-3.9%Frustration-3.9%
The change in visits that experienced frustrationLike rage clicks, slow loading pages, and excessive hovering.
-
3.6%Bounce rate3.6%
The share of visits that view only one page during a visit.
-
-5.0%Traffic-5.0%
The change in the number of visits to the website.
-
-6.1%Consumption-6.1%
The change in page views per visit, scroll rate, and time spent per visit.
-
-1.7%Frustration-1.7%
The change in visits that experienced frustrationLike rage clicks, slow loading pages, and excessive hovering.
-
-0.2%Bounce rate-0.2%
The share of visits that view only one page during a visit.
-
-6.2%Conversion rate-6.2%
The share of visits that include a conversion event, like a purchase or a form fill.
-
-4.2%Traffic-4.2%
The change in the number of visits to the website.
-
+1.4%Consumption+1.4%
The change in page views per visit, scroll rate, and time spent per visit.
-
-8.2%Frustration-8.2%
The change in visits that experienced frustrationLike rage clicks, slow loading pages, and excessive hovering.
-
-7.1%Bounce rate-7.1%
The share of visits that view only one page during a visit.
-
-0.5%Traffic-0.5%
The change in the number of visits to the website.
-
-0.2%Consumption-0.2%
The change in page views per visit, scroll rate, and time spent per visit.
-
-0.3%Frustration-0.3%
The change in visits that experienced frustrationLike rage clicks, slow loading pages, and excessive hovering.
-
-3.8%Bounce rate-3.8%
The share of visits that view only one page during a visit.
-
-3.6%Traffic-3.6%
The change in the number of visits to the website.
-
-0.3%Consumption-0.3%
The change in page views per visit, scroll rate, and time spent per visit.
-
+5.7%Frustration+5.7%
The change in visits that experienced frustrationLike rage clicks, slow loading pages, and excessive hovering.
-
+1.7%Bounce rate+1.7%
The share of visits that view only one page during a visit.
-
+4.8%Conversion rate+4.8%
The share of visits that include a conversion event, like a purchase or a form fill.
-
+2.5%Traffic+2.5%
The change in the number of visits to the website.
-
-5.5%Consumption-5.5%
The change in page views per visit, scroll rate, and time spent per visit.
-
-5.4%Frustration-5.4%
The change in visits that experienced frustrationLike rage clicks, slow loading pages, and excessive hovering.
-
+0.3%Bounce rate+0.3%
The share of visits that view only one page during a visit.
-
-8.0%Conversion rate-8.0%
The share of visits that include a conversion event, like a purchase or a form fill.
Data covers same-site activity from Q4 2023 to Q4 2024. Scroll down to the methodology section to see how we gathered this data.
Traffic
How customers find you reveals a lot about their intent, and your marketing effectiveness. Explore how your traffic compares with industry benchmarks.
A look at traffic by different visitor segments
Year-on-year changes in traffic
Top traffic sources and how they changed
Bounce rate by marketing channels
Engagement
We tracked every click, tap, page view and scroll to understand engagement in 2024. Check your industry’s benchmarks to see how you stack up.
A look at key engagement and consumption data
Year-on-year changes in engagement
Engagement by page type
Frustration
What are the biggest sources of frustration across digital journeys? Explore your industry’s benchmarks and find out which issues to keep an eye out for.
Frustration includes the specific moments of friction observed during the on-site experience, including:
- Javascript error rate: Javascript code produces an error
- Slow page load: Page loads that exceed 3 seconds
- Rage click: An element was clicked at least 3 times in less than 2 seconds
- Multiple button click: A button was clicked at least 3 times
- Multiple field click: A field was clicked at least 3 times
- Multiple use tarabbget: An element was clicked at least 3 times
- Low page activity: A visitor doesn’t click or tap on the page.
A look at frustration factors across digital journeys
Year-on-year changes in frustration
Site performance ratings
Conversion
Conversion isn’t just about that specific button click—it’s the outcome of everything that comes before it. Here’s a look at conversions and how they vary.
Conversion benchmarks include only sites that collect conversion events.
A look at conversion by device, visitor, and traffic segments
Year-on-year changes in conversion rates
Conversion rates by marketing channel
Revenue per visit by quarter
Retention
To grow your business, you need to keep visitors coming back. Explore retention rates in your industry to see if you’re doing enough.
A look at visitor retention rates
Year-on-year changes in retention rates
Responses by NPS segments
About the data
The data set
The Digital Experience Benchmark is a set of aggregated and anonymized insights into digital performance, which we gained by looking at data from businesses using Contentsquare.
This edition of the Digital Experience Benchmark analyzed more than
- 90 billion sessions
- 389 billion page views
- 6,000 websites across the globe
We use strict aggregation measures to ensure anonymity and to present credible and reliable information. These measures include requirements on analysis set size, diversity, and consistency.
The data may not be exact due to rounding.
The analysis period
These benchmarks cover same-site activity from the most recent period, Q4 2024, with year-on-year comparisons to Q4 2023. Conversion benchmarks include only sites that collect conversion events. Each website operated throughout the entire analysis period, from October 2023 through December 2024.
The industries
The following industries are included in this year’s benchmark:
|
Industry |
What’s inside the industry? |
|---|---|
|
Retail |
Ecommerce brands, retailers, grocery, and consumer packaged goods companies |
|
Travel & Hospitality |
Airlines, fitness & wellness, rail & bus, cruiselines, restaurants, car & truck rentals, entertainment, travel agencies & services, and hotels & resorts |
|
Financial Services |
Real estate, fintech, investments, insurance, and banking |
|
Media |
News services, publishing, music, internet & social networking services, and broadcasting |
|
Telecommunications |
Internet, telephony & wireless, and cable & satellite |
|
Software |
Mobile apps, crm, legal, engineering & healthcare software, infrastructure, security, content & collaboration software, ERP software, gaming, and business intelligence |
|
Manufacturing |
Industrial & durable goods, chemicals, pharmaceuticals & health, computer equipment & medical devices, and automotive |
|
Energy & Utilities & Construction |
Engineering, design & construction and electricy, oil & gas |
|
Services |
Consumer services and business services |