Tuesday teardown – In summary:
- In this Tuesday teardown, we investigate why Deloitte has about twice as much website traffic as EY or KPMG.
- There are three very noticeable differences evident across the four websites: (1) Sliders on the homepage, (2) The ratio of promotional vs. value added content, and (3) The number of menu choices.
- These three differences are all indicators of a design team that’s done more work investigating and delivering the best possible experience for real users of the site.
Websites referenced in this teardown:
- Alexa web analytics
- Deloitte, PWC, EY, KPMG
- TLP: The negative impact of sliders – “Sliders = Distraction”
- Demand Gen: 75% of B2B buyers want marketers to curb the sales-speak in their content
- Forrester research: Today’s B2B buyer will find three pieces of content for every one piece of sales or marketing collateral
- UXMyths: Research on why too many choices on a website leads to decision paralysis and frustration
Transcript of this teardown:
Hi, I’m Steve Pell. I’m here to do another one of our TLP Tuesday Teardowns. Today we’re going to talk about the big four accounting firms. There’s a really interesting phenomenon going on where if you look across the big four, and we’ve got them up here: Deloitte, PWC, EY and KPMG they’re all pretty comparable. They all offer reasonably similar services but from Deloitte to KPMG, there’s a massive difference in the amount of traffic that these websites receive. Let me show you what I’m talking about:
We’ll start with Deloitte over here on the left. We’re on their global site and I’m using Alexa as a benchmark. Alexa ranks sites from one to five hundred million in terms of popularity,. They’re saying here that Deloitte is about ranked 4,800th most popular site on the internet. You’ll see as we work through, the other sites are significantly less popular. So a higher number means less traffic.
This is PWC here and they’re about 7,500 ranked. A significant decrease in traffic from Deloitte here to PWC. As we go to EY, 9,100, and as we go to KPMG, 9,500. Now, these Alexa ranks, I’ll just give you the caveat that they’re not perfect. They use some survey methodology across a whole bunch of people who have this toolbar to look at how many times those people go to websites, and estimate from there.
If you’re looking at your own website or your competitor’s website, these numbers will probably be up the millions. At that level, they can be a little less certain. But at these levels where you’re talking about global websites and global brands, these are a really good predictor of traffic numbers.
We use them as the benchmark and say, “Why is it then that Deloitte has about twice as much traffic as EY or KPMG given that these companies basically do the same things?” Let’s have a look at some of the differences on these websites and talk about how these might be leading to these big differences in traffic:
1. Sliders on the homepage
Deloitte here, you’ll notice it’s a static site – There are no sliders. We’ve talked in this series in length about how damaging sliders are to the user experience on your website. If we go through the sites: PWC, we’ve got a slider here. EY, slider. KPMG, slider.
You can see that everyone, apart from the best performing website, is using these sliders to jam pack in more content but also, at the same time, not realising it, to destroy the user experience and distract people. These are people who have come to their website looking for potentially information about something they’re looking to do in their business.
That’s the number one difference – these sliders are damaging user experience, and hurting repeat traffic to these sites.
2. Promotional vs. value added content
Let’s talk about another factor which is the amount of value added vs promotional content that these businesses are putting front and centre on their website.
On this Deloitte site, the core of their website is all value added content. We’ll scroll down. It’s about 70% of this site here, or 100% outside of the menus, is content.
Let’s look at the competitors here. PWC, outside of the menus it’s probably about 50% when we it in because this is news about PWC, this is an interview with their CEO etc. There’s some content in here but it’s unpredictable and not consistent, so we’ll say 50%.
EY, that reduces pretty substantially. Up here these sliders are about EY, and you have contact us, careers, events. This is all about EY news and you have a piece of content in the middle here, so about 30% of the home page is content all up.
KPMG, again is a bit of a mix up but it’s in that 30%-50% range of content outside the menus.
Again, you’re seeing that the business here that is doing this best and then the business that is doing it second best in PWC, are putting content front and centre of the user experience. That’s leading to more traffic acquisition, better performance.
(For more support on why it’s so important to put value added content front and centre – see: 75% of B2B buyers want marketers to curb the sales-speak in their content and Forrester research showing that today’s B2B buyer will find three pieces of content for every one piece of sales or marketing collateral).
3. Number of menu choices
One last thing that I think comes out and jumps at me when we look at these websites is the number of menu choices that you have to confront when you first hit these sites. Let’s look at KPMG here. At the top level, we’ve got eleven choices at the top level on the menu bar, so a lot of choices.
The more choices you have on your menu, generally I’d say the less detail you’ve gone into about use cases and user experience, the less you understand what people are actually coming to your site to do.
EY, we’ve got six, so almost half as many as you have on that KPMG site. PWC here, eight. Again, quite a lot.
Deloitte here, you only have three: services, industries and careers.
To me, that says that the people running this site have a much deeper understanding of the way that this is being used by customers and the use cases that people are working through, and they’re more guided in the way that they structure their site to make sure that that information is found quickly and presented front and centre through both the menus and the content here.
That’s all for me today. Today does really reinforce the importance of getting your use cases right, so you understand what customers are coming to your site for. It also reinforces why it makes so much sense to put content front and centre on your website. That’s all for me today. If you’ve got questions, please jump into the comments down below. We’d love to hear from you.
Otherwise, we’ll see you next week for another TLP Tuesday teardown. Thanks a lot.
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