The Comprehensive Data Analysis: Benchmark Report of B2B Content Engagement & Lead Conversions next analyzes what devices are used, to visit customer pages - personal computers or mobile devices. Performance of each type of device is then compared between visitors who abandoned a traditional form landing pages and were subsequently captured with Hushly’s abandonment product and those who engaged and converted on a Hushly Self-Nurturing Landing Page (SNLP).
Hushly's Abandonment solution captures visitors who abandoned one of our customers forms on a landing page but were then intercepted and saved by Hushly's Abandonment offering. For both PC and mobile traffic, Hushly was able to increase content engagement and lead conversions on a substantial percentage of visitors who would have otherwise abandoned various landing pages.
Traffic by Device
The majority of traffic going to our customers landing pages is PC traffic at 70.4%. Mobile traffic has seen an increase from prior years and continues to grow and currently stands at 29.6% of total traffic we saw from visitors to our customers landing pages.
Engagement occurs when a visitor scrolls the first page of content. Even though mobile devices only represent about a one third of all traffic, they have a higher engagement rate than those visitor coming from a personal computer, 41.7% to 28.9%.
In terms of engagement lift, which tracks the percentage of visitors who abandon the standard webform and then engage with previously gated content, mobile visitors again outperform PC-based visitors. Mobile traffic has an 841.8% lift, while traffic from personal computers is only about half that, with a 415.8% lift.
A 4x content engagement lift is actually very incredible on PC all things considered but when put against the backdrop of and 8.4X content engagement lift on mobile it highlights a huge difference in user patterns and something content marketers should take note of along with the types of assets being consumed that we reviewed in the summary section of this benchmarked report.
Mobile has a slightly higher conversion rate (4%) than does personal computer traffic (3.6%). This is calculated by dividing the number of form submissions by total traffic sessions.
Conversion lift, which measures the percentage of visitors who submit a Hushly MicroForm after abandoning the customer's original web form, is 80.5% for mobile and 45.3% for personal computers.
A verified lead that is not currently in the customer's database is labeled a net new lead. Mobile traffic delivers 71.3% net new leads. For personal computer traffic, the number is 54%.
Lead quality lift, which measures invalid submissions stopped from polluting the customers' database, also shows the strength of mobile. Mobile traffic has a lead quality lift rate of 84.4%, while personal computer traffic has a 62.4% rate.
Not surprisingly, given the previous data, mobile users tend to both engage with and download (convert) customer assets at a higher rate than do PC users – at least in terms of the page's primary asset. Content Engagement rates run 38.2% mobile vs. 25.9% personal computer, while lead conversion rates for the primary asset runs 3.4% mobile vs. 2.5% personal computer.
The balance shifts, however, when examining AI / personalized content recommendation, which consist of content recommended by Hushly. Recommended content engagement is stronger among personal computer users (5.2%) than mobile users (3.8%). Recommended asset conversions run 1.1% for personal computer users and just .7% for mobile users. This may reflect a slightly more difficult user experience with the small device screen negatively influencing any desire to continue with additional page scrolling on multiple assets and instead going straight to download which you can see in our post conversion analysis section that everyone is downloading at least 2 assets at conversion.
Hushly Self-Nurturing Landing Pages
Hushly's Self-Nurturing Landing Pages (SNLPs) use AI-generated content to provide a more personalized user experience. This contributes to the higher performance of SNLPs for both mobile and personal computer users. The traffic measurements in this section are product specific for Hushly customers using SNLP's.
Traffic by Device
As with abandoned pages, the majority of traffic to Hushly's SNLPs (62.6%) comes from personal computers – although the dominance is not quite as strong. With SNLP pages, mobile devices account for a larger percentage, 37.4%, of total traffic to these pages. The difference in the increased mobile traffic can be due to the medium and sources as well as time of day as we've noted earlier in this report.
For the SNLP personal computer users have a higher engagement rate (38.8%) than do mobile users (28.1%). This is not the only key metric for Hushly landing pages where personal computers outperform mobile, however.
Just as personal computer users outperform mobile users for engagement with Hushly landing pages, they also have a higher conversion rate. Conversions for personal computers run 8.5%, while conversions for mobile run at 3.5% which is still high considering standard landing pages with forms convert at only 2.98% as we noted at the beginning of the report.
Reversing the trend with engagement and conversions, mobile users outperform personal computer users in generating net new leads. The percentage of net new leads for mobile is 61.1% and just 45.8% (still a respectable percentage) for personal computers.
Hushly deliver high lead quality lift rates across both mobile and PC. Mobile has a lift rate of 77.2% and personal computers a rate of 64.6%.
Interestingly, personal computers deliver notably higher engagement and conversion rates for primary assets than do mobile devices. Primary asset engagement rates run 28.2% (personal computers) to 16.9% (mobile), while conversion rates run 4.9% (personal computers) to 3.9% (mobile).