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 service and are comfortable making many of their transactions from their couches. But consumers are not interested in financial service website content. Those are the findings from Contentsquare’s “The Fate of Finance” report, which shows that nearly half (47%) of visitors to financial service websites leave after seeing only one page of content. Also, more than a third (39%) of customer-facing content goes unseen. People who are using mobile devices are even less interested with 51% of them only visiting one page of content.

The report says that companies spent about $23 million in content marketing over the past few years. “While financial services brands recognize the importance of digital, there’s still work to do in ensuring the experience and the information customers receive remains consistent across every channel,” said Lucie Buisson, Chief Product Officer at Contentsquare. “Banking online increased at an unprecedented rate over the last few years, and as financial institutions invest in making these channels seamless, it’s also important for them to understand the friction points that are causing customers frustration.”