We hear the term “Going Green” constantly these days. Be it from a personal or business perspective, more people and companies are striving to “Reduce, Reuse, and Recycle” as environmental changes and impacts from increased industrialization are becoming more evident. With green initiatives becoming increasingly important, I thought it would be worthwhile to explore the digital landscape for websites devoted to the Earth’s landscape in the “Environmental/Green Information and Advocates” category on Compete PRO.
The total category does see a drop in most monthly market share metrics from January to February. However unique visitors (UV’s) are over 17 million, when last year at this time they were only slightly over 12.2 million, and the year prior to that were only at 11.2 million. This growth most likely correlates directly with global climate change and green initiatives becoming highly visible topics both socially and politically. With UV’s on the rise from a yearly perspective, it means environmental sites are able to expand their reach to a larger audience, although this does not necessarily dictate success for a website.
Reaching a large audience is definitely a positive, but converting that audience into loyal visitors or consumers is arguably paramount. Visits are down for the month, but again there is clear graphical evidence of year-over-year growth. Visits dictate that people are coming back to a website at least more than once, signifying the start to loyalty.
Average stay is another metric to focus on when trying to gauge the loyalty of your visitors, because it can show how engaged visitors are with your content. Overall, average stay has dropped over the past two years, but that is normal with the substantial rise in UV’s. New people coming to a site for the first time may not find what they are looking and will leave relatively quickly, which deflates the average stay. Over the past year average stay has stabilized to around five minutes per visit.
It is genuinely interesting to see the convergence of environmentalists with the digital world. The web serves as a great source to circulate important messages and engage visitors with strong content. Driving the digital conversation is especially essential for a topic that has become so significant.