2023 Recap: UX Insights From 75 of Our Websites

January 23, 2024

Metrics can tell you an awful lot about your site—how people are using it, which aspects are intuitive (and which are not). We analyzed UX insights from 75 of our own client websites to see what we could learn about user experience and what best practices we recommend broken down by industry. 

Clarity Inforgraphic

Clarity metrics and graphic


First, what do these metrics mean? 

Scroll Depth: Indicates that users find the content interesting and valuable! A shallow scroll might suggest the content isn’t engaging or users can’t find what they’re looking for. 

Pages Per Session: A higher number of pages per session generally indicates strong user engagement. It suggests that visitors are interested in exploring various website sections, potentially leading to increased conversions.

Quick Backs: High quick backs may highlight usability issues, unclear navigation, or mismatched user expectations. Address these concerns to improve overall user satisfaction.

Rage Clicks: Identifying rage clicks helps pinpoint elements causing frustration, whether broken links, unresponsive buttons, or confusing navigation. Clearing up these issues enhances the user experience and reduces user frustration.

To Read: Why is UX Important for Your Overall Marketing Strategy? 

Website UX Insights Industry-By-Industry


Healthcare & Medical Devices

Our healthcare industry clients represent a broad scope, but on average, we see strong engagement metrics with a scroll depth of around 55%. Users spend an average of 2 minutes actively interacting due to a focus on providing clear, informative content. 

Healthcare UX Best Practices
  • Intuitive Information Architecture
    • Ensure a seamless and intuitive information hierarchy for easy navigation.
    • Prioritize critical health information, making it easily accessible to users.
  • Engaging Multimedia Elements
    • To simplify complex medical information, utilize multimedia elements, such as videos and infographics.
    • Integrate chatbots to provide instant assistance and answer common queries effectively.

Engineering & Manufacturing

Manufacturing websites exhibit varied engagement levels, some showing strong user interaction and others with room for improvement. On average, the industry has a scroll depth of around 40%, while more dynamic, interactive sites have a deeper desktop scroll depth, and even better, users spent more time on the page.  

We’ve found that personalizing the user experience to showcase manufacturing capabilities with multimedia or interactive features enhances overall engagement.

Manufacturing UX Best Practices
  • Interactive Product Showcases
    • Implement interactive features that showcase manufacturing capabilities, such as 3D product models or virtual tours.
    • Use multimedia, like videos and animations, to highlight complex manufacturing processes engagingly.
    • Provide detailed product information with specific calls to action for further exploration.
  • Customizable User Dashboards
      • Implement real-time updates and notifications to keep users informed about manufacturing milestones.


Non-profit websites, on average, receive a high number of page views, but engagement metrics, including scroll depth and active time, are moderate. Non-profit sites may benefit from strategies to increase engagement, such as compelling storytelling or interactive elements. Analyzing user journeys could unveil opportunities for enhanced user involvement.

Non-Profit UX Best Practices
  • Compelling Storytelling Techniques
    • Harness the power of storytelling to create emotionally engaging narratives.
    • Showcase real-life stories of individuals positively impacted by the organization.
  • Interactive Donation Features
    • Implement user-friendly and interactive donation features on the website.
    • Use gamification elements to encourage ongoing engagement and contributions.

Retail & eCommerce

The retail industry stands out with an exceptionally high average number of page views compared to all other sectors—2x more traffic! Retail websites could leverage this high traffic by optimizing product visibility and ensuring a seamless shopping experience. We recommend regularly updating content based on user behavior to maximize conversion opportunities.

Retail UX Best Practices
  • Dynamic Product Visibility
    • Utilize dynamic and visually appealing product displays on the homepage to capture user attention.
    • Implement personalized product recommendations based on user browsing and purchase history.
    • Optimize search functionality for easy product discovery, ensuring a smooth navigation experience.
  • Seamless Checkout Process
      • Streamline the checkout process to minimize steps and reduce friction for users.
      • Implement guest checkout options to cater to users who prefer a quick and hassle-free experience.

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Make the Most of Your Metrics

Curious to see how your business stacks up? At Brandography, we utilize in-depth analysis from multiple sources to understand how your website is performing. This approach informs a specific strategy tailored to your strengths, weaknesses, and opportunities, with tactics that have proven successful. 

Whether you’re ready for a new website, a competitive analysis, or need ongoing retainer work, Brandography can meet your digital marketing needs with our collaboration, innovation, and dedication.

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