WACUL Co., Ltd., which provides the access analysis tool “AI Analyst,” announced the results of a “survey of user behavior on B2B service sites and EC” on August 11, 2020. The data extraction period is from May 1, 2020 to May 31, 2020. We quantitatively investigated Google Analytics data and user behavior on the websites of 21 B2B service sites and 22 EC companies, as well as new users brought in through natural search. This revealed the characteristics of user behavior within sites aimed at gaining CV.
Reference source: Websites are skimmed. User behavior survey on B2B service sites and EC
On B2B sites, 58% of all CVs go directly from the home page to the form
First, let’s take a look at the survey results for B2B service sites. The “bounce rate” of the B2B service site top page was 38.2%. Approximately 40% of users leave the site without looking at other pages from the top page.
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Next, the “average session time” was 208.3 seconds, and the “PV/session” was 3.6. Approximately 60% of users who did not abandon the site viewed 3 to 4 pages within the site in about 3 minutes.
What is noteworthy is that the “direct CV/total CV” is 58.0%. The majority of CV users go directly from the top page to request information or to the inquiry form.
Reference source: Websites are skimmed. User behavior survey on B2B service sites and EC
In B2B services, data shows that 57% of the decision-making process is completed on the customer’s side before contacting the other party’s sales representative. It is purely coincidental that the values of 57% of decision-making process and 58% of all CVs going straight to forms are close, but it is possible that some decision-making has already been done before going straight to forms. Probably.
In addition to website improvements such as placing CV buttons and forms in the first view and enriching information about products and services, it is also important to take measures before visiting the site, such as promoting external media such as comparison sites, word of mouth, and introductions.
Reference:
https://www.gentosha-webma.com/knowledge/0823/
EC, purchasing the item on the first page viewed is 20% of all CV
Next, we will look at the results of the EC survey.
The EC top page had a bounce rate of 17.2%, average session of 292.5 seconds, and PV/session of 10.6. Approximately 80% of users who visited the top page remained and spent about 5 minutes looking at pages 10 to 11, which is a longer period of information gathering compared to B2B service sites. On the other hand, “Direct CV/Total CV” is a very low figure of 0.7%, and the movement aimed at gathering information is also characteristic. In addition, on the product list page, the percentage of “direct CV/all CV” is 0.7%, which is the same as on the top page, so this is probably also for information gathering purposes.
The product detail page had a bounce rate of 50.4%, average session of 125.5 seconds, and PV/session of 3.8. Even compared to the top page and product list page, the amount of information collected was shorter and less. On the other hand, “Direct CV/All CV” was 21.7%, meaning 20% of users who made a purchase purchased the item on the first page they viewed. Paradoxically, it can be said that the remaining 80% purchase after looking at multiple items.
Reference source: Websites are skimmed. User behavior survey on B2B service sites and EC
In e-commerce, the home page and product list page are enriched with items to encourage users to stay on the site. Even on product detail pages, a system that introduces recommended and similar items and makes suggestions to users will contribute to improving CVR.
The results of the survey revealed that B2B service sites are visited with the premise of acquiring CVs, while e-commerce sites are visited with the premise of gathering information, each with different characteristics. For B2B service sites, improvements inside and outside the site, and for e-commerce, by enriching the items on the site, optimization of each CVR and maximization of CV acquisition will be realized.
Reference source: Websites are skimmed. User behavior survey on B2B service sites and EC