Nearly half of visitors to financial services sites leave after just one page

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Two years of COVID-19 has taught most businesses that people are interested in online services and are comfortable doing many of their transactions from their couch. But consumers aren’t interested in the content of financial services websites. These are the conclusions of Contentsquare’s “The Fate of Finance” report, which shows that nearly half (47%) of visitors to financial services websites leave after viewing a single page of content. Additionally, more than a third (39%) of customer-facing content is not viewed. Mobile device users are even less engaged, with 51% only visiting one page of content.

The report says that companies have spent around $23 million on content marketing over the past few years. “While financial services brands recognize the importance of digital, there is still work to be done to ensure that the experience and information that customers receive remains consistent across all channels,” said Lucie Buisson, Chief Information Officer. products at Contentsquare. “Online banking has grown at an unprecedented rate in recent years, and as financial institutions invest in making these channels transparent, it’s also important for them to understand the pain points that cause customer frustration. .”

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