Device Type Performance.
The data assembled in Hushly's Comprehensive Data Analysis Benchmark Report of B2B Content Engagement & Lead Conversions becomes even more powerful when different data sets are cross-correlated. This section looks at traffic medium and device type data to determine useful relationships.
Key Findings
- Social media users are most likely to be using mobile devices
- Search engine users are most likely to be using personal computers
- Mobile users are more likely to engage with page content than computer users
- Mobile users are also more likely to convert than computer users
- Almost 20% of mobile social media users are likely to convert
Metrics
The performance data for traffic medium (search, direct, internal, and social) were cross-correlated with the data for device type (mobile or personal computer). The combined data was then analyzed by traffic medium for content engagement, conversions, and lead trends.
Total Traffic
The first cut of the cross-correlated data examines total traffic for abandonment, where Hushly captures visitors who are abandoning various vendor landing pages and lead forms then presents them with content offers to re-engage those visitors before they abandon. For each traffic type, the data is broken out by device type – mobile or personal computer.
For these pages, we find that direct links and social media are close to a 50/50 mix between mobile and personal computer traffic. Internal links and traffic from search engines are close to 95% from personal computer users.
These traffic patterns are similar if not more extreme when looking at access to Hushly self nurturing landing pages (SNLP). The key finding here is that more than 85% of social media traffic accesses Hushly SNLPs via mobile while more than 85% of search-generated traffic comes via personal computers. Personal computer traffic is also primarily via personal computer for direct links (60%+) and internal page links (70%+).
Engagement
The data shifts substantially when looking at engagement with landing page content. (Engagement is defined as when a visitor scrolls through at least one page of content.) Hushly cross-correlated traffic medium and device type data for abandonment capturess and found the following:
- For search traffic, mobile users have a 58.1% content engagement rate while computer users only engage at a 26.3% rate
- For social traffic, mobile users have a 48.4% content engagement rate, with a 36.4% rate for computer users
- For traffic from internal page sources, mobile users have a 47% content engagement rate while computer users have a 31.5% content engagement rate
- For direct traffic, mobile users engage at a 38.5% rate while computer users engage at 26.9%
Across all these traffic mediums, mobile users engage at a notably higher rate than personal computer users.
Engagement Lift
This same trend towards stronger engagement by mobile users is also evidenced in content engagement lift, the percentage of visitors who abandon our customers traditional landing page and forms, that Hushly then re-engaged with the content preview. The data reveals the following:
- For search traffic, mobile users have an astounding 2180% content engagement lift while computer users have a lift a third of that (a still impressive 772%)
- For social traffic, mobile users have a 236% content engagement lift rate, with a 156% rate for computer users
- For traffic from internal sources, mobile users have a 593% content engagement lift rate while computer users have a 312% lift
- For direct traffic, mobile users have a 733% content engagement lift rate versus 238% for computer users
Conversions
As might be expected, the mobile-heavy trends for content engagement influence lead conversion numbers. For almost all traffic mediums (direct excluded), mobile users convert at significantly higher rates than do personal computer users:
- For search traffic, mobile users convert at a 4.4% rate while personal computer users have a 2.4% conversion rate
- For social traffic, mobile users convert at an incredible 19.4% rate – while personal computer users have a similarly impressive 8.9% conversion rate
- For traffic from internal sources, mobile users have a 10.4% conversion rate while computer users convert at a 5.4% conversion rate
- For direct traffic, the trends are reversed, with mobile users converting at a 2.6% rate and 5% of computer users converting
The big takeaway here is the off-the-charts conversion rate for mobile social media traffic. Almost a fifth of all mobile social media traffic converts, which is an almost unheard-of rate. Knowing this, customers should strive to increase traffic from social media sources and dig into which social channels work for them.
Conversion Lift
Mobile users were also more receptive to Hushly's Smart MicroForm as noted with conversion lift when they abandoned the site's original webform:
- For search traffic, conversion lift is 161% for mobile users and 60% for computer users
- For social traffic, conversion lift is 93% for mobile users and 33% for computer users
- For traffic from internal sources, conversion lift is 123% for mobile users and 42% for computer users
- For direct traffic, the gap is a little less with conversion lift at 48% for mobile users and 36% for computer users
Leads
The final cross-correlated data concerns leads – net new leads generated and lead quality lift. In terms of net new leads, the data shows the strength of mobile traffic:
- For search traffic, the percent of net new leads is 75.2% for mobile users and 64.4% for personal computer users
- For social traffic, the percent is 75.4% for mobile users and a similar 70.5% for computer users
- For traffic from internal sources, the percent is 68.6% for mobile users and 53.4% for computer users
- For direct traffic, the percent is 68.8% for mobile users and 44% for computer users
Lead quality lift shown in the chart above concerns the percent of bad leads that Hushly keeps from polluting the customer's database:
- For search traffic, mobile has a 75.8% lift while personal computers have a 60.3% left
- For social traffic, mobile has a 71.4% lift while computers have a 68.5% lift
- For traffic from internal sources, mobile has a 80.2% lift while computer traffic has a 61.9% lift
- For direct traffic, mobile has an 83.8% lift with a 63.5% for personal computers
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