GITNUXREPORT 2026

Web Analytics Statistics

Organic search dominates web traffic, but user engagement and conversions depend heavily on quality experiences.

Min-ji Park

Research Analyst focused on sustainability and consumer trends.

First published: Feb 13, 2026

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Statistic 1

Average e-commerce conversion rate was 2.5% globally in 2023.

Statistic 2

Landing page conversion rates averaged 5.31% for lead gen in 2023.

Statistic 3

Cart abandonment rate stood at 69.99% for online shopping in 2023.

Statistic 4

Email click-to-conversion rate was 1.74% across industries.

Statistic 5

Organic search conversions were 14.6% higher than paid search.

Statistic 6

Average B2B conversion rate from PPC was 2.58% in 2023.

Statistic 7

Form fill conversion rate benchmark is 3-5% for SaaS sites.

Statistic 8

22% increase in conversions from personalized CTAs.

Statistic 9

Mobile conversion rates lagged desktop by 24% in e-commerce.

Statistic 10

Remarketing campaigns boosted conversions by 161% on average.

Statistic 11

Checkout conversion rate averaged 1.21% for direct-to-consumer brands.

Statistic 12

A/B testing improved conversion rates by 49% for tested pages.

Statistic 13

Video on landing pages increased conversions by 86%.

Statistic 14

Average ROAS for Google Ads was 200% in 2023.

Statistic 15

Lead conversion from organic traffic was 2.9% benchmark.

Statistic 16

Upsell conversion rates hit 10-15% in optimized funnels.

Statistic 17

Social media conversions averaged 1.85% per platform in 2023.

Statistic 18

51% of desktop traffic came from mobile devices in 2023 wait no, reverse: Mobile devices accounted for 54.8% of global web traffic in 2023.

Statistic 19

Desktop usage dropped to 42.5% of total web traffic worldwide.

Statistic 20

Tablet traffic share was 2.7% globally in 2023.

Statistic 21

iOS devices generated 26% of mobile web traffic in 2023.

Statistic 22

Android dominated with 74% of mobile traffic share.

Statistic 23

Chrome browser held 65.47% market share across devices in 2023.

Statistic 24

Safari's share was 18.92% primarily on Apple devices.

Statistic 25

72% of consumers prefer mobile apps over websites for engagement.

Statistic 26

AMP pages saw 4x higher mobile traffic growth.

Statistic 27

PWA adoption led to 36% faster load times on mobile.

Statistic 28

59% of mobile users contact businesses directly from search results.

Statistic 29

Windows OS share in desktop traffic was 72% in 2023.

Statistic 30

88% of smartphone users check their phones within waking hours.

Statistic 31

Cross-device tracking showed 68% multi-device journeys.

Statistic 32

Firefox browser share declined to 3.2% in 2023.

Statistic 33

Smart TV traffic contributed 1.1% to total web visits.

Statistic 34

46% of emails opened on mobile devices in 2023.

Statistic 35

Wearable device web access grew 25% YoY.

Statistic 36

Edge browser reached 5.6% share in desktop usage.

Statistic 37

Mobile-first design reduced bounce by 20% across platforms.

Statistic 38

Average session duration on desktop was 3:28 minutes vs 2:45 on mobile in 2023.

Statistic 39

Repeat visit rate averaged 28% for e-commerce sites.

Statistic 40

Newsletter subscription retention was 92% after first month for top sites.

Statistic 41

Pages per returning session were 4.2 on average.

Statistic 42

41% of users return within 7 days to engaged sites.

Statistic 43

Churn rate for web apps averaged 5% monthly.

Statistic 44

Engagement time increased 22% with interactive elements.

Statistic 45

67% retention boost from personalized recommendations.

Statistic 46

Average new user retention Day 1 was 25.3%.

Statistic 47

Loyalty program members showed 82% higher lifetime value.

Statistic 48

Scroll to bottom rate was 30% on long-form content.

Statistic 49

5.7% monthly active users retention benchmark for web apps.

Statistic 50

Gamification increased session frequency by 47%.

Statistic 51

Exit intent popups retained 10% of leaving visitors.

Statistic 52

Cohort analysis showed 15% D30 retention for e-com.

Statistic 53

Social proof elements boosted dwell time by 18%.

Statistic 54

33% of users return due to excellent customer service pages.

Statistic 55

Time between sessions averaged 2 days for high-engagement sites.

Statistic 56

Push notification opt-in led to 88% retention lift.

Statistic 57

User-generated content increased return visits by 29%.

Statistic 58

Average DAU/MAU ratio was 20% for consumer web apps.

Statistic 59

In 2023, organic search traffic accounted for 53% of total website visits across all industries, making it the largest traffic source.

Statistic 60

Paid search contributed 15% to total web traffic for e-commerce sites in Q4 2023.

Statistic 61

Direct traffic made up 22% of visits to SaaS websites in 2023 according to Google Analytics data.

Statistic 62

Social media referrals drove 9.5% of traffic to content sites in 2022-2023.

Statistic 63

Email marketing generated 4.24% of total website traffic for B2B companies in 2023.

Statistic 64

Referral traffic from other websites accounted for 7.2% of visits to blogs in 2023.

Statistic 65

68% of online experiences begin with a search engine query leading to web traffic.

Statistic 66

Mobile search traffic surpassed desktop by 15% in organic visits globally in 2023.

Statistic 67

YouTube referrals contributed 2.3% to traffic for educational websites in 2023.

Statistic 68

41% of digital marketers reported paid social as their top traffic source growth area in 2023.

Statistic 69

Average pages per session from organic traffic was 2.8 for e-commerce in 2023.

Statistic 70

Dark social traffic (uncategorized shares) represented 18% of total referrals in 2022.

Statistic 71

84% of traffic to news sites came from search engines in 2023.

Statistic 72

PPC traffic conversion rate averaged 3.75% across industries in 2023.

Statistic 73

27% of referral traffic to e-commerce originated from affiliate programs in 2023.

Statistic 74

Organic traffic share for finance sites was 62% in Q1 2023.

Statistic 75

Social traffic peaked at 12% during holiday seasons for retail sites in 2023.

Statistic 76

56% of B2C traffic was direct visits in 2023.

Statistic 77

Voice search drove 1.5% of total search traffic in 2023.

Statistic 78

Influencer referrals accounted for 3.1% of fashion site traffic in 2023.

Statistic 79

Average bounce rate for all websites was 45.86% in 2023.

Statistic 80

Users spent an average of 52 seconds per session on websites in 2023.

Statistic 81

70% of users abandon sites after 3 seconds of slow load time.

Statistic 82

Scroll depth on landing pages averaged 60% for top-performing sites.

Statistic 83

29% of users click on the first search result, influencing behavior on landing pages.

Statistic 84

Average time on page for blog content was 2 minutes 24 seconds in 2023.

Statistic 85

55% of visitors leave after viewing only one page (single-page sessions).

Statistic 86

Mobile users exhibit 25% higher bounce rates than desktop users.

Statistic 87

78% of users check reviews before purchase, affecting session depth.

Statistic 88

Average exit rate from product pages was 40% in e-commerce 2023.

Statistic 89

Heatmaps show 64% of clicks occur above the fold on homepages.

Statistic 90

42% of users share content after engaging for over 1 minute.

Statistic 91

Pogo-sticking (returning to SERP) occurs in 30% of sessions.

Statistic 92

Average form abandonment rate was 67% across web forms in 2023.

Statistic 93

81% of users bounce if they don't find what they're looking for in 5 seconds.

Statistic 94

Video viewers watch 88% more time on pages with embedded videos.

Statistic 95

23% of sessions involve internal searches on websites.

Statistic 96

Rage clicks (frustrated clicks) average 1.2 per session on poor UX sites.

1/96

Sources

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While most websites chase shiny new traffic sources, the cold, hard data reveals that over half of all visitors still arrive through the quiet power of organic search.

Key Takeaways

In 2023, organic search traffic accounted for 53% of total website visits across all industries, making it the largest traffic source.
Paid search contributed 15% to total web traffic for e-commerce sites in Q4 2023.
Direct traffic made up 22% of visits to SaaS websites in 2023 according to Google Analytics data.
Average bounce rate for all websites was 45.86% in 2023.
Users spent an average of 52 seconds per session on websites in 2023.
70% of users abandon sites after 3 seconds of slow load time.
Average e-commerce conversion rate was 2.5% globally in 2023.
Landing page conversion rates averaged 5.31% for lead gen in 2023.
Cart abandonment rate stood at 69.99% for online shopping in 2023.
51% of desktop traffic came from mobile devices in 2023 wait no, reverse: Mobile devices accounted for 54.8% of global web traffic in 2023.
Desktop usage dropped to 42.5% of total web traffic worldwide.
Tablet traffic share was 2.7% globally in 2023.
Average session duration on desktop was 3:28 minutes vs 2:45 on mobile in 2023.
Repeat visit rate averaged 28% for e-commerce sites.
Newsletter subscription retention was 92% after first month for top sites.

Organic search dominates web traffic, but user engagement and conversions depend heavily on quality experiences.

Conversion Metrics

Average e-commerce conversion rate was 2.5% globally in 2023.
Landing page conversion rates averaged 5.31% for lead gen in 2023.
Cart abandonment rate stood at 69.99% for online shopping in 2023.
Email click-to-conversion rate was 1.74% across industries.
Organic search conversions were 14.6% higher than paid search.
Average B2B conversion rate from PPC was 2.58% in 2023.
Form fill conversion rate benchmark is 3-5% for SaaS sites.
22% increase in conversions from personalized CTAs.
Mobile conversion rates lagged desktop by 24% in e-commerce.
Remarketing campaigns boosted conversions by 161% on average.
Checkout conversion rate averaged 1.21% for direct-to-consumer brands.
A/B testing improved conversion rates by 49% for tested pages.
Video on landing pages increased conversions by 86%.
Average ROAS for Google Ads was 200% in 2023.
Lead conversion from organic traffic was 2.9% benchmark.
Upsell conversion rates hit 10-15% in optimized funnels.
Social media conversions averaged 1.85% per platform in 2023.

Conversion Metrics Interpretation

While we can meticulously guide a prospect from a lead to a checkout, it appears the digital journey is a gauntlet of abandoned carts, hesitant mobiles, and fleeting attention, where a personalized nudge or a well-placed video often makes the difference between a conversion and a ghost.

Device and Platform Usage

51% of desktop traffic came from mobile devices in 2023 wait no, reverse: Mobile devices accounted for 54.8% of global web traffic in 2023.
Desktop usage dropped to 42.5% of total web traffic worldwide.
Tablet traffic share was 2.7% globally in 2023.
iOS devices generated 26% of mobile web traffic in 2023.
Android dominated with 74% of mobile traffic share.
Chrome browser held 65.47% market share across devices in 2023.
Safari's share was 18.92% primarily on Apple devices.
72% of consumers prefer mobile apps over websites for engagement.
AMP pages saw 4x higher mobile traffic growth.
PWA adoption led to 36% faster load times on mobile.
59% of mobile users contact businesses directly from search results.
Windows OS share in desktop traffic was 72% in 2023.
88% of smartphone users check their phones within waking hours.
Cross-device tracking showed 68% multi-device journeys.
Firefox browser share declined to 3.2% in 2023.
Smart TV traffic contributed 1.1% to total web visits.
46% of emails opened on mobile devices in 2023.
Wearable device web access grew 25% YoY.
Edge browser reached 5.6% share in desktop usage.
Mobile-first design reduced bounce by 20% across platforms.

Device and Platform Usage Interpretation

The data paints a clear portrait: in 2023, our digital lives are undeniably mobile-first, multi-device, and Chrome-dominated, but they stubbornly refuse to be simple, forcing businesses to optimize relentlessly across a fragmented ecosystem where users demand speed and direct action from the palm of their hand.

Engagement and Retention

Average session duration on desktop was 3:28 minutes vs 2:45 on mobile in 2023.
Repeat visit rate averaged 28% for e-commerce sites.
Newsletter subscription retention was 92% after first month for top sites.
Pages per returning session were 4.2 on average.
41% of users return within 7 days to engaged sites.
Churn rate for web apps averaged 5% monthly.
Engagement time increased 22% with interactive elements.
67% retention boost from personalized recommendations.
Average new user retention Day 1 was 25.3%.
Loyalty program members showed 82% higher lifetime value.
Scroll to bottom rate was 30% on long-form content.
5.7% monthly active users retention benchmark for web apps.
Gamification increased session frequency by 47%.
Exit intent popups retained 10% of leaving visitors.
Cohort analysis showed 15% D30 retention for e-com.
Social proof elements boosted dwell time by 18%.
33% of users return due to excellent customer service pages.
Time between sessions averaged 2 days for high-engagement sites.
Push notification opt-in led to 88% retention lift.
User-generated content increased return visits by 29%.
Average DAU/MAU ratio was 20% for consumer web apps.

Engagement and Retention Interpretation

While mobile users are flighty butterflies, desktop users linger like curious cats, and the secret to keeping anyone around is a mix of personalization, interactive treats, and the feeling that you actually know them.

Traffic Sources

In 2023, organic search traffic accounted for 53% of total website visits across all industries, making it the largest traffic source.
Paid search contributed 15% to total web traffic for e-commerce sites in Q4 2023.
Direct traffic made up 22% of visits to SaaS websites in 2023 according to Google Analytics data.
Social media referrals drove 9.5% of traffic to content sites in 2022-2023.
Email marketing generated 4.24% of total website traffic for B2B companies in 2023.
Referral traffic from other websites accounted for 7.2% of visits to blogs in 2023.
68% of online experiences begin with a search engine query leading to web traffic.
Mobile search traffic surpassed desktop by 15% in organic visits globally in 2023.
YouTube referrals contributed 2.3% to traffic for educational websites in 2023.
41% of digital marketers reported paid social as their top traffic source growth area in 2023.
Average pages per session from organic traffic was 2.8 for e-commerce in 2023.
Dark social traffic (uncategorized shares) represented 18% of total referrals in 2022.
84% of traffic to news sites came from search engines in 2023.
PPC traffic conversion rate averaged 3.75% across industries in 2023.
27% of referral traffic to e-commerce originated from affiliate programs in 2023.
Organic traffic share for finance sites was 62% in Q1 2023.
Social traffic peaked at 12% during holiday seasons for retail sites in 2023.
56% of B2C traffic was direct visits in 2023.
Voice search drove 1.5% of total search traffic in 2023.
Influencer referrals accounted for 3.1% of fashion site traffic in 2023.

Traffic Sources Interpretation

The data screams a modern truth: everyone is frantically searching for you online, but real connection—whether through your brand's reputation, a clever ad, or a friend's email—is what actually gets them to click and, if you're lucky, maybe even stay awhile.

User Behavior

Average bounce rate for all websites was 45.86% in 2023.
Users spent an average of 52 seconds per session on websites in 2023.
70% of users abandon sites after 3 seconds of slow load time.
Scroll depth on landing pages averaged 60% for top-performing sites.
29% of users click on the first search result, influencing behavior on landing pages.
Average time on page for blog content was 2 minutes 24 seconds in 2023.
55% of visitors leave after viewing only one page (single-page sessions).
Mobile users exhibit 25% higher bounce rates than desktop users.
78% of users check reviews before purchase, affecting session depth.
Average exit rate from product pages was 40% in e-commerce 2023.
Heatmaps show 64% of clicks occur above the fold on homepages.
42% of users share content after engaging for over 1 minute.
Pogo-sticking (returning to SERP) occurs in 30% of sessions.
Average form abandonment rate was 67% across web forms in 2023.
81% of users bounce if they don't find what they're looking for in 5 seconds.
Video viewers watch 88% more time on pages with embedded videos.
23% of sessions involve internal searches on websites.
Rage clicks (frustrated clicks) average 1.2 per session on poor UX sites.

User Behavior Interpretation

The modern web user is a brutally efficient critic who, with one eye on the clock and a finger poised to flee, will judge your site in three seconds, scroll just far enough to be disappointed, and leave you staring at a bounce rate as they sprint back to the search results they probably should have clicked in the first place.

Sources & References

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