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1
POWERED BY
WONDERLAND COLLECTIVE
BENcHMARK / SURVEY
Benchmark your website against the best.
Website Benchmark Survey
Results 2018
BENCHMARK /SURVEY - 2018 POWERED BY WONDERLAND COLLECTIVE 2
Why we did this
To take an accurate snapshot of websites in South Africa and to share the results with ambitious website owners.
Wonderland Collective is a company that specialises in working with people who value great websites. This is our very first national website benchmark survey and the aim was simple:
1 WE LOVE WEBSITES
BENCHMARK /SURVEY - 2018 POWERED BY WONDERLAND COLLECTIVE 3
Why did we do this?
We want to inspire website owners to be the best they can be. We hope this report gets you thinking about the performance of your website and helps you take action to increase your performance online.
With this concise data to draw on, we’re able to highlight key trends, make predictions for the future, and share what South Africa’s best website owners are doing differently to the rest.
23
THE POWER OF BENCHMARKING
GET INSPIRED
We hope this report gets you thinking about the performance of your website and helps you take action to increase your performance online.
BENCHMARK /SURVEY - 2018 POWERED BY WONDERLAND COLLECTIVE 4
Who completed this survey?A lot of niche/ startup/agency players
Trust and loyalty towards agencies is low
80% believe their website will be ineffective in 2020
CMS Loyalty Is High WordPress was the most popular named CMS and marketing departments maintaines the sites
believe that speed is important but more than 1/3 don’t know how to track it and just less than 50% don’t know about page speed tools
MOBILE DATA PRICING is severely hampering mobile internet adoption alongside video content
Content will always be king Although hesitant to invest in more data intensive content because the market cannot afford to.
Conversion is causing confusion There is a lot of confusion around conversion & website owners are getting off lightly in terms of the reporting around this
Nothing lasts foreverUpdating their site was high on their agenda and they regularly do updates
The Too Long, Didn’t Read Version
A NEED FOR SPEED
BENCHMARK /SURVEY - 2018 POWERED BY WONDERLAND COLLECTIVE 5
Who completed this survey?
Everyone from the “Big Dog” to the “Foundering Janitor”* including webmasters & CEOs responded, showing websites are not just for webmasters...
*Thanks Mike Sharman and Tim Shier
BENCHMARK /SURVEY - 2018 POWERED BY WONDERLAND COLLECTIVE 6
INDUSTRY?COMPANY SIZE?
Respondents who classified themselves in an industry we missed.
Respondents in financial services - the next biggest industry
1 – 10 PEOPLE
11 – 20 PEOPLE
21 – 49 PEOPLE
50 – 99 PEOPLE
100+ PEOPLE
30%
7.5%
21.2%
12.1%
24.2%
48%
12%
Either we don’t know our industries, or
people think they’re in a niche.
Who completed this survey?
BENCHMARK /SURVEY - 2018 POWERED BY WONDERLAND COLLECTIVE 7
Nothing lasts forever
Websites evolve at a blistering pace. What was new yesterday is common place today.
BENCHMARK /SURVEY - 2018 POWERED BY WONDERLAND COLLECTIVE 8
100%
Of the niche industry respondents developed their websites in the last 2 years
51%
29%
AGE OF WEBSITE?REGULAR UPDATES?
12% were brave enough to answer “no.”
62% of our respondents consider this a high priority
Site developed in the last 2 years
< 2 years
Site developed over 2 years ago
> 2 years
Suggesting that we had a strong turnout of startups who responded.
Nothing lasts forever
BENCHMARK /SURVEY - 2018 POWERED BY WONDERLAND COLLECTIVE 9
CMS loyalty is high
WordPress is the most popular CMS. Globally, more than
of the web is powered by WordPress
BENCHMARK /SURVEY - 2018 POWERED BY WONDERLAND COLLECTIVE 10
of respondents use Wordpress to power their sites.
of the WordPress powered sites were maintained by the marketing department
42%75%
of respondents used an “unnamed” CMS i.e. not Joomla, Drupal, Laravel or Magento.
of these respondents maintained their websites internally.
39%79%
of these responders maintained their websites internally.
of responders used an “unnamed” CMS i.e. not Joomla, Drupal, Laravel or Magento.
Content is important to these
organisations.
CMS loyalty is high
BENCHMARK /SURVEY - 2018 POWERED BY WONDERLAND COLLECTIVE 11
Agency trust & loyalty is low
who have been with their agency for 1 year or less & 89% of these maintain their sites internally.
make it to year 2.
Respondents who trusted an agency to maintain their website.
27%
59%
13%
BENCHMARK /SURVEY - 2018 POWERED BY WONDERLAND COLLECTIVE 12
80% believe their website will not be effective in 2020.
WHAT ABOUT THE FUTURE?
BENCHMARK /SURVEY - 2018 POWERED BY WONDERLAND COLLECTIVE 13
The need for speed
Page load speed is considered important in website performance
agree
BENCHMARK /SURVEY - 2018 POWERED BY WONDERLAND COLLECTIVE 14
of respondents had websites that took longer than 4 seconds to load.
For every second over 4 seconds, the drop off rate of users increases exponentially.
39% don’t actually know what’s slowing their website down.
don’t know about site speed tools like Google’s PageSpeed Insights.42%
38%
SECO
NDS
WEB
SITE
S
How quickly does your website load?
1 2 3 4 5 6 7 8 9 10
119
5
1511
2 4 1 26
The need for speed
BENCHMARK /SURVEY - 2018 POWERED BY WONDERLAND COLLECTIVE 15
Mobile data costs are inhibiting the mobile web
In South Africa, mobile data costs are exorbitantly high.
This is reflected in the fact that for the majority, their mobile is less than their desktop traffic. In other countries, mobile is the de facto way that the internet is accessed.
BENCHMARK /SURVEY - 2018 POWERED BY WONDERLAND COLLECTIVE 16
Did not have a content strategy for mobile 68% still have a desktop-first approach.
of those who have a desktop-first approach wouldn’t redevelop their sites for mobile before 2020.
Felt that mobile traffic wasn’t important and their reason was that their product was so technical, it had to be researched on a desktop.
24% Encouragingly, only12%
62%
Mobile data costs are inhibiting the mobile web
BENCHMARK /SURVEY - 2018 POWERED BY WONDERLAND COLLECTIVE 17
Content will always be king
Respondents with Wordpress websites who have a content strategy in place
Not only does great content work as a good social media hook, but it’s the SEO milkshake that brings all the boys to the yard.
BENCHMARK /SURVEY - 2018 POWERED BY WONDERLAND COLLECTIVE 18
VIDEO CONTENT
90%
planned to make video more than 25% of their content in future.
WEEKLY MONTHLY NEVER
39% 15% 1%
Let’s just hope that the mobile networks come to the party.
88%
respondents either didn’t know how much or had less than 25% video content on their site.
2/3 Didn’t optimise their content for mobile
REGULAR CONTENT UPDATES?
Content will always be king
BENCHMARK /SURVEY - 2018 POWERED BY WONDERLAND COLLECTIVE 19
Conversion is causing confusion
don’t measure conversions.
41%57%
didn’t originally design their site for conversion.
65% thought they could
do better.
Within that
thought that either a lead or the sale of a product constituted one.
thought that someone seeing their webpage was a conversion.
WHAT IS CONVERSION?
16%
82%
BENCHMARK /SURVEY - 2018 POWERED BY WONDERLAND COLLECTIVE 20
Out of everyone that thought they could do better,
100%
only reported on conversions monthly. This suggests that they get an incredibly easy and unaccountable ride from their bosses in this regard.
originally had their sites designed for conversion
100%
65% don’t aim for a conversion target.
never report on conversions.
30%
52% didn’t know what campaigns worked well for them.
Of those that did know the efficacy of their campaigns,
100%stated that social media produced the best results.
Conversion is causing confusion
BENCHMARK /SURVEY - 2018 POWERED BY WONDERLAND COLLECTIVE 21
In conclusionWe saw a lot of niche/startup/agency players filling out the survey and we feel like this was a good indication of who South Africa’s best website owners are. These people generally updated their websites regularly (bar the one person who never updates their site). We weren’t surprised to see that whilst WordPress is still an incredibly popular CMS,
a lot of the top players are creating their own. Given this skew in terms of who filled out the survey, trust and loyalty towards agencies is obviously low.
believe their website will be ineffective in 2020
and most of them cited speed as being a major issue despite not knowing how to track or fix it.
Mobile data pricing is severely hampering
mobile internet adoption alongside video content and whilst content is still king, respondents are hesitant to invest in more data intensive content because the market cannot afford it.
In terms of site efficacy, there is a lot of confusion
around conversion and website owners are getting off lightly in terms of the reporting around this.
BENCHMARK /SURVEY - 2018 POWERED BY WONDERLAND COLLECTIVE 22
Now what?
P.S This was our first survey, so we do expect some gremlins.
We appreciate your feedback and encourage you to come back again next year for round 2.
Our digital door is always open at www.wonderlandcollective.co.za
(and our new site is coming soon!)
Please don’t be shy in sharing this to your heart’s content. The more people that see this kind of insight, the better our industry is going to become.
SECONDLY:
A big thank you to everyone who took the time to fill this out – we hope you found it useful and that you use this to get a raise from your boss.
FIRST UP:
If you found yourself at the bottom of the data, don’t beat yourself up too much. Dust off your keyboard, wipe the tears off your mouse and come and speak to us.
LASTLY:
23
POWERED BY
WONDERLAND COLLECTIVE
BENcHMARK / SURVEY
Thank You.
Benchmark your website against the best.