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.
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.
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%+).
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:
Across all these traffic mediums, mobile users engage at a notably higher rate than personal computer users.
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:
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:
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.
Mobile users were also more receptive to Hushly's Smart MicroForm as noted with conversion lift when they abandoned the site's original webform:
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:
Lead quality lift shown in the chart above concerns the percent of bad leads that Hushly keeps from polluting the customer's database: