Cosmomedia has published the results of its study: “X-ray of the web state of Spanish companies: 2022-2023”, which analyzes various aspects of the online presence of SMEs from different sectors. The study analyzes key aspects such as the age of the web, its usability, with technical parameters of self-management and others of functionality and digital use. One of the main conclusions of the analysis is that 50% of the companies maintain a website for between 1 and 5 years, a relative aspect in terms of competitiveness, since only 16% of the sites are less than a year old.
«In terms of digital competitiveness, We must remember that a web page that is more than two years old is relatively old, taking into account the digital evolution of design, positioning and web browsing.«, indicates Laura Sánchez, UX-UI of Cosmomedia.
Self-managed, outdated and wasted web page
Despite 80% of companies have self-managed pages, which allows them to maintain and update their content autonomously, for 40% their website is outdated, that is, there is an evolution in terms of content accessibility, which is not parallel to the aesthetic and functional update. Only 24% of the businesses surveyed show their reviews, opinions or ratings on their websites and a scant 38% would use elements of interaction and user experience, such as CTAs or calls to action, to improve their conversion rates in new sales or new customers.
«Even if they have access to the web, either because it is outdated or due to ignorance, the SME does not take advantage of the interaction tools or components of the user interface, to increase their sales«, says Silvia Fernández, the company’s content marketing specialist.
72% of companies with a website also have professional social networks. The study reflects that most SMEs recognize the importance of social networks and have at least one social platform for the company. Facebook and Instagram are the preferred social networks, each with 32% adoption. LinkedIn would rank third in popularity, with 19%; Twitter would follow, with 12% and Pinterest with 4%. There is a 1% that is present in other types of social platforms.
Digital Kit Program
Cosmomedia has updated the data of the “X-ray of interests of SMEs in relation to the solutions of the Digital Kit Program” analyzing the preferences of companies, with the two new solutions incorporated into the online survey: Advanced Presence on the Internet and Marketplace.
In this sense, the conclusions of the sample of 941 participating companies since the update of the study, reveals that web creation remains the favorite service, for 57% of SMEs, followed by the management of social networks, with 47%. The novelty is in the third preferred solution for companies, which would become Advanced Internet Presence, with 42%, instead of customer management, which would come out of the 3 main solutions, with 28%.
Of the 3,470 companies that have responded to the survey since it began in February 2022, 51% indicate that, although they have social networks, they are not up to date. In addition, it is relevant that 26% do not have profiles on social networks, although they would like to have them. These data would confirm digital investment preferences, which keep digital marketing solutions at the forefront of SME preferences and, especially web creation solutions, as the favorite for companies.
