April 12, 2012 | Eric Feinberg

Making A Great Impression on News and Entertainment Sites

Today ForeSee released a benchmark that reports customer satisfaction for news and entertainment web and mobile sites.

Our research shows consumers’ satisfaction on entertainment and news sites increases their loyalty: based on the research, highly satisfied visitors to advertising-driven news and entertainment sites report being:

  •  45% more likely than less satisfied visitors to return to the website again.
  • 81% more likely to recommend the website to a friend, family member, or colleague.
  • 54% more likely to use the site as their primary resource.

When news and entertainment sites don’t have a clear conversion event – like a purchase event that you might see on a retail site – and instead have to optimize for engagement and time on site (two different things, mind you), audience satisfaction is an imperative. What I see is that in general news and entertainment companies are embracing this reality and rising to the challenge.

From this data and from what I’m seeing out there in the market, I am betting on the success of content and media and entertainment companies that focus on the customer experience, because I perennially bet on the consumer. Consumers are going to want content, media and entertainment where and when they want it—on their phones, on their tablets, on their desktops and on their laptops. A lot of companies are figuring it out. The ones that do will rise to the top. The rest . . . won’t.

Also, mobile’s reign is nearing. We added a new benchmark that measures the customer experience with mobile sites and apps provided by news and entertainment companies (including mobile-optimized sites and apps on a variety of phones and tablets). Average satisfaction for these mobile sites and apps is 72 on ForeSee’s 100-point scale, quite a bit lower than satisfaction for traditional news websites (76) or entertainment websites (78). Individual scores within the benchmark range from a low of 58 to a high of 84.

Check out the full benchmark release for more.

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About the Author

Eric drives ForeSee’s marketing strategy, working closely with the company’s product, client service, and sales teams to infuse innovation and operational excellence into its offerings. Since joining ForeSee in 2004, he has contributed to the organization’s strategic growth, particularly providing leadership around mobile solutions. He is the author of several of the company’s thought leadership studies, including the 11th annual ForeSee Experience Index (FXI) and the American Employee Study. Eric is a frequent speaker on customer experience analytics, and marketing best practices. He is a board member of the Digital Analytics Association (DAA) and an adjunct professor of mobile marketing at the University of California, Irvine Extension. Previously, he worked as a web analyst, multichannel strategy consultant, usability specialist and focus group moderator. Eric is a graduate of the University of Michigan.

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