March data is now live and available in Compete PRO! Diving right into our Monthly Fast Movers, it’s clear that March Madness was the star of the month in terms of online performance. Traffic to NCAA.com increased by a whopping 1147% month over month (MoM). March 2015 was their best traffic month by far in the last two years, with unique visitors over 40% higher in March 2015 than March 2014. The traffic patterns are clearly driven by the college basketball tournament, which is evident in Compete PROsearch referral data. Nearly 29% of all search referrals to NCAA.com over the last 90 days have been related to March Madness. Like last year, CBSSports.com sent a lot of traffic to NCAA.com and actually sent twice as many visits as last year (over 1 million in 2014 and over 2.6 million this year).
NCAA.com wasn’t the only beneficiary of the annual March Madness traffic boost. Daily fantasy site DraftKings.com saw a huge MoM unique visitor gain of 124% in March. Looking at their incoming traffic in Compete PRO, we can see that NCAA.com was the 45th highest domain in terms of sending traffic to DraftKings.com.
Outside of sports, Apartments.com saw a big increase in traffic in March as well. Since being acquired by CoStar Group last year, the apartment listing site has been making big moves, including last month’s multi-million dollar marketing campaign featuring actor Jeff Goldblum. What they’re doing seems to be working. The site saw a MoM unique visitor increase of over 76% between February and March, and 62% growth over March 2014. Loyalty and engagement metrics like average stay, visits per person, and pages per visit are also up dramatically (+23%, +7%, and +73% respectively). The good news continues when using Compete PRO to run a keyword destination report on “apartments” as the site is the third most-visited destination from the term, commanding over 6% of total search traffic volume for the keyword in a crowded industry. This will be an interesting site to watch in the coming months to see if their upward trajectory continues.
I just started a great book the other day called Guards! Guards! by the late and brilliant Terry Pratchett. This is the first book I’ve read for pleasure in a rather long time, but more importantly the first book I’ve ever read on my tablet. I’ve personally seen tons of readers, like myself, start to access digital platforms more often instead of hard copy books. With that, I wanted to examine if my observation was justified by the data. I looked into the Books category on Compete PRO to see how reading online has influenced web traffic.
The category has experienced some major growth over the past two years in unique visitors (UV’s). During February of 2013 and 2014 there were a little over 1 million and 1.5 million UV’s respectively. But February of 2015 showed one clear thing: growth. UV’s came in at around 4.7 million, more than quadruple that of two years ago. What does this drastic increase mean? More unique consumers are accessing this category and therefore the audience is growing. But this does not necessarily speak to the quality of these consumers. For that, visits can paint a better picture.
Visits help to quantify loyalty by showing if consumers are returning to your site. For the category, visits experienced a year-over-year (YoY) growth of 415.2% and significantly outnumbered unique visitors: 15.7 to 4.7 million. When visits exceed unique visitors (which represent one and only one initial visit) it shows that people are returning for more. Marketers should strive for growth in both UV’s and visits, but aim for visits to exceed UV’s.
Additionally, the overall category is seeing an increase of incoming social traffic. Traffic from websites like Facebook.com (#2) and Twitter.com (#6) grew by 3.38% and 2.57% respectively. This is incredibly important, especially for this category. Many people, including myself, rely on reviews for books to influence purchasing decisions. Facebook and Twitter serve as excellent forums to discuss and share opinions on books. Websites in this category should pay particular attention to these channels and may want to, if not already, adopt a more social strategy to try and capture more of these growing traffic numbers.
It is hard to imagine a world without “books,” but it is becoming easier to picture books in the digital format. This does not mean companies should abandon hard copy initiatives, but perhaps it indicates that they should adopt more digital strategies as the traffic increases.
Online apparel websites have been appearing more frequently with the rise in digital platforms. My favorite of these is JackThreads, a digital-only men’s clothing retailer that sells fashionable attire at discounted prices. Given the fact that my research might also end with me finding a nice new button-up, I thought it would be interesting to check out how the website was doing on Compete PRO.
Unique visitors (UV’s) have skyrocketed on JackThreads.com over the past two years. In February of 2013, the site saw over 235,000 UV’s. In February of this year that number has more than quadrupled to over 950,000, meaning the website is successfully attracting a larger audience. Attraction does not necessarily determine retention, interaction, or conversion, but it certainly can have an influence on these numbers.
Outside of UV’s, JackThreads is also relatively successful at building loyalty among visitors. Visits for February were around 2.2 million, much higher than UV’s at around 950,000. This shows that people are coming back to the website more than once from their initial visit. When visits rise and exceed UV’s, loyalty and conversion rates often rise as well.
Beyond attraction and retention, marketers should take a look at the level of interaction with a site, which can largely be quantified by page views. JackThreads had around 14.5 million page views; whereas last year at this time they had about 3.1 million page views. This nearly 5x increase clearly suggests that people are interacting with more content by accessing more pages on the site.
So how has JackThreads been so successful at attracting, retaining, and getting its visitors to interact with its website?
Attraction could largely be a result of the digital-first (and only) nature, which makes products so easily and readily available. Having to drive or walk to a brick-and-mortar store is undeniably more difficult and less convenient than popping on your computer and going to a website. Another factor is the product offerings or “content.” The website operates on a discounted pricing model, providing cool, brand name clothes at lowered prices. This could definitely be a significant driver behind traffic increases.
The boost in retention could have to do with the “membership” aspect of the business. Jack Threads requires shoppers to register through Facebook, Email, or Google+. Being a “member” has the potential to make shoppers feel compelled to come back or feel like they are receiving more of a personalized experience. I have my account set up through email, so naturally I receive offerings and discounts that frequently get me to revisit the site.
Interaction is most likely driven from the interface and content. The homepage contains tons of attractive deals and offers that certainly get me to click and shop.
With attraction, retention, and interaction all on the rise, it will be interesting to see if JackThreads popularity continues to increase.
Last Chance, Marketers! For the 2nd year, Millward Brown Digital is conducting our “state of digital” study, and we want to hear from you. This study focuses on exploring the pain points, priorities, and preferences of marketers today. In 2014, we laid the foundation of establishing best practices for marketers and tactical advice on how to run a top-notch digital strategy.
For 2015, be part of the conversation! We want to capture your perspective, and invite you to participate and share your expertise. The survey only takes approximately 10 minutes to complete, and as a thank you, you’ll receive a complimentary copy of the final report and be among the first to access it. Rest assured, all responses will be kept anonymous and confidential.
Please click here to begin the survey, today is your last chance!
Thank you for your time and feedback, we look forward to your valued insights!
Flipboard, which turns its users into curators, apparently doesn’t quite see it that way. Editorial director Josh Quittner told The Drum a couple years ago, after the launch of its now fundamental “Magazines” curation feature, “The creator is still more valuable than the curator.”
In other words, the content being curated by Flipboard users has to come from somewhere, and creators can take advantage of that fact and potentially gain traffic from the service. We recently dove into how you can go about doing so, but have since reached out to the company itself for some additional insight. The result was a Q&A with Quittner.
First, he addressed a question about how Filpboard chooses what stories to show users, beyond the personalization that comes with topic, magazine, and profile following.
“When you go to Flipboard, the first thing you see is your Cover Stories with highlights from everything you follow, including magazines, sources, topics and social networks,” he says. “We look at a whole bunch or heuristics to determine what to show in your Cover Stories such as comments, likes and interactions on Flipboard as well as the social networks you have connected. As you add more things on Flipboard such as sources, magazines and people, their posts will begin to appear in your Cover Stories. We also give personalized recommendations for magazines and people to follow based on your interests. An algorithm-driven discovery engine analyzes millions of articles each day across more than 34,000 topics, suggesting content based on your interests and preferences. These are some of the ways we strive to make content that’s relevant to you more easily discoverable.”
Flipboard has a set of community guidelines on how to share and how not to share content on the service. Asked about some dos and don’ts beyond the standard guidelines, Quittner had the following to say.
“We see that readers appreciate focus. General topics such as ‘technology,’ ‘food’ or ‘design’ are great if you’re curating a collection for your own reference, but if you want to build an audience, general topics don’t give readers much to get excited about. Get specific, like instead of ‘gadgets’ go for ‘gadgets for kids’ or instead of ‘recipes’ choose ‘slow-cooker recipes.’”
“Once you’ve picked a topic, start thinking about your perspective on it. A magazine with a point of view and a tone of voice resonates well with readers. We see magazines about the same topic but with different points of view all the time. Your take on happiness, healthcare or fast cars will be different than anyone else’s.”
“When you first start a new magazine, keep it private for a while until you have about 40 items in it. By then you will know if you picked a topic you are really interested in and for your readers there will really be something to read. I’ve seen exceptions too – if you’re making a magazine about an event or for a class for instance you may not need the same amount of content. The 10 articles to read for science class this week can also work.”
“Then there are some practical things you want to think about such as a magazine title and cover photo. A compelling magazine title, which can be descriptive or creative, can attract new readers and so can an attractive cover. And don’t forget the basics: make sure your profile has a photo and description. Providing a face to a name helps establish trust and adds a human element to your profile.”
“I also want to make sure curators know they can use badges to spread the word about their magazines. At share.flipboard.com you can find tools to help build your magazines’ reach. There is a profile badge that will take people to your profile page with all your magazines, as well as a magazine widget. If you add the widget to your website, a magazine cover that updates dynamically will be displayed.”
On whether it’s better for users to create/curate one or two magazines or a bunch of them…
“Curating is personal so it really depends on what your goals are,” says Quittner. “If you want to connect with likeminded people and build up an audience, I recommend curating a separate magazine for each interest. If your magazine is more for yourself, than it’s fine to collect everything in one magazine.”
A couple of questions that a lot of people would probably ask are: Does it matter how much of the content in a user’s magazine comes from their own website? Is it always better to have a mix, or is it sometimes good to have magazines that explicitly feature your own content?
“It’s really up to you,” says Quittner. “A Flipboard magazine can be a great way to make your blog more discoverable or to make it look beautiful on a mobile device. We see bloggers who flip a lot of their own blog posts into a magazine and mix in stories by others about the same topic or with a similar point of view. We also see bloggers compliment the magazine with their own content on other platforms, for instance Medium posts, Tweets, Instagrams or photos from your phone.”
“Some of the larger blogs, curate multiple magazines on Flipboard,” he adds. “For instance, if your blog is about technology, you could curate all your stories about wearables into one magazine and create another magazine with all your games content.”
He notes that Flipboard has tools specifically for bloggers, which you can look through here.
As noted in a previous article, we’ve seen some people speculate on the SEO value of having content in Flipboard. Asked about this, Quittner says, “We’ve seen that Flipboard helps drive traffic to publishers and content creators by making content more discoverable. Now that Flipboard is on the Web, you may have noticed that your magazines will surface when you do a Googlesearch. Adding descriptions to your magazine and your profile helps people understand what your content is about and it’s part of what the search engines crawl.”
In October, Flipboard said 10 million magazines had been created. Asked for an update on that and how many are actively updated, Quittner tells us, “Since we launched the third generation of Flipboard in October, which introduced topics we saw the number of magazines created by our readers grow fast. We’re now at 15 million. And over the same period of time we doubled the number of active curators. Flipboard 3.0 has also made people more engaged and while we had 30 million monthly active readers in October of last year, we now have almost 50 million.”
In addition to asking Quittner some questions, we reached out to Mathew Ingram, formerly of Gigaom (which was still operational at the time of our interaction), about getting more out of the service. Ingram has been featured on Flipboard’s own blog, where he talked about how he uses the service.
“I actually think having multiple magazines makes a lot of sense,” he tells WebProNews. “That way you can segment and target your various interests and appeal to different readers.”
On how much of the content in your magazine should come from your own stuff, Ingram says, “I think a 70-30 breakdown is a good rule of thumb for a lot of social media — so 70 percent or so content from other publishers or creators and about 30 percent from you.”
Asked about traffic, Ingram says, “We often see some high volume from Flipboard to our stories, although not regularly enough to count on. And it’s difficult to track why some stories take off and others don’t.”
Attention Marketers: For the 2nd year, Millward Brown Digital is conducting our “state of digital” study, and we want to hear from you. This study focuses on exploring the pain points, priorities, and preferences of marketers today. In 2014, we laid the foundation of establishing best practices for marketers and tactical advice on how to run a top-notch digital strategy.
For 2015, be part of the conversation! We want to capture your perspective, and invite you to participate and share your expertise. The survey only takes approximately 10 minutes to complete, and as a thank you, you’ll receive a complimentary copy of the final report.
Last week we unveiled the Search Share Add-On, a new Compete PRO tool that provides high-level keyword analysis of a list of up to 40,000 keywords. With this new functionality, we wanted to continue to bring you insights on how to utilize the new data to advance your marketing efforts. In this piece we will discuss a list of the top 500 keywords from the search referral tab in the Radio category. For reference, this list includes keywords such as “Pandora,” “iHeartRadio,” “8tracks,” and “klove.” Radio is a particularly interesting grouping to look at because of how the digital age has drastically changed the industry from AM/FM hi-fis to massive online media players.
The gap between natural versus paid clicks was apparent during the measured 4 week period. Natural clicks controlled 97.5%, while paid clicks measured out to the remaining 2.5% of the total share. There is a much higher frequency of clicks occurring organically, but that does not mean pay-per-click (PPC) efforts are useless. Certain factors may suggest that the quality of SEM clicks can result in more conversions.
For instance, PPC ads increase relevancy because they pair a consumer’s search term(s) with a company’s ad that is specifically set with that keyword or something very similar to it. A strong budget and quality score can dictate an earlier placement on the search engine results page (SERP). Relevancy and placement increase the likelihood of a click and a conversion on your website.
Out of the brand paid clicks, Amazon.com had the highest paid share at 42.9%. To illustrate, if there were 100 paid clicks for this given set of keywords, roughly 43 of those clicks would be going to Amazon. Amazon did have a lower paid rate (24.7%) than paid share (42.9%). This means that around a quarter of all their search efforts are paid, but those efforts resulted in controlling close to an impressive half of all paid clicks.
The Search Share Add-On can be utilized to gain tons of insights on SEM and SEO performance for your company and competition. If you are interested in tapping into this resource and the rest of Compete PRO, follow here!
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.
In case you missed our last blog, the Compete PRO Search Share Add-On is up and running! This add-on allows you to quickly assess the share of paid vs. natural clicks and to see which brands benefit the most from each, for any list of up to 40,000 keywords. We have decided to add a brand new installment to the Compete Pulse to discuss trends, topics, and insights regarding the top 500 keywords for a category on Compete PRO. In this piece, we will analyze search share data over the month of February for the Shoes & Accessories Category with keywords like “zappos,” “nike,” “dsw” , “Adidas,” and “vans”.
The overview for the category shows that 93.9% of clicks were from natural search and 6.1% came from paid initiatives. Since natural share in total represents 93.9% of all the clicks from the list of keywords, winning this arena becomes a much more central and competitive battle. Nonetheless paid search efforts are still incredibly important for many brands to compete in.
Amazon.com had the highest amount of brand paid clicks with 41.6% of the share, a relatively staggering amount. To put that in perspective, Macys.com had the second highest amount of brand paid clicks for these keywords at only 3.3%. An extremely high paid share means their ads show up more often on search pages, are listed higher on those search pages, and have a higher performing ad copy. All three of these are vital aspects for a healthy pay-per-click strategy. However, it’s important to put into perspective that Amazon has a high percentage of a rather small piece of the total clicks across paid and natural, as paid clicks make up only 6.1% of the entire clicks for the keywords.
Overall it would be best to have a low paid rate* with a high paid share, coupled with a high natural rate* and high natural share. This means you are using your budget effectively, but also competing in natural search where consumers click the most.
The Compete PRO Search Share Add-On also allows you to view results by demographics like gender, age, and income. I thought it would be interesting to see how paid versus natural clicks deviated between age. The age bucket of 18-24, the youngest age set, had the lowest amount of paid click share at 4.4%. The age set 35-44 clicked on paid ads the most with 7.0% of their clicks. This insight is valuable because it arms advertisers and marketers with knowledge that can be used to target PPC ads closer to a particular age group or generation.
Check back to the Compete Pulse for search share posts like this! If you are interested in gaining access to the search share tool and/or the rest of Compete PRO follow here!
*Paid Rate / Share for Advertiser is the percentage of search referrals that are generated for the destination website from paid clicks. Paid Rate / Share for Advertiser is calculated by taking the number of paid search referrals for that website and dividing by total search referrals (paid and natural) for that website.
*Natural Rate / Share for Advertiser is the percentage of search referrals that are generated for the destination website from natural clicks. Natural Rate / Share for Advertiser is calculated by taking the number of natural search referrals for that website and dividing by total search referrals (paid and natural) for that website.
Over the past few months the Compete PRO team has been hard at work on a new feature to add to our toolset. Search data and understanding brands’ share of traffic for any set of keywords, not just for an individual keyword, has been a big request among our customers. To fully understand the pain points our customers were feeling we worked directly with them to scope and build this new feature. We reached out during the prototype and design phases, gained feedback at every step of the way, and built the tool that was right for them. With that, we’ve released the ‘Search Share’ Add-On for Compete PRO!
What is Search Share?
The Compete PRO Search Share Add-On allows you to quickly assess the share of paid vs. natural clicks, and which brands benefit the most from each, for any list of keywords that you upload and manage. Results can be narrowed by time period (to the day), demographics (age, income and gender), broad or exact match, or a custom set of destination sites.
The Search Share Add-On allows users to create and manage custom lists of keywords; up to 40,000 keywords can be added to a list. Users can bulk upload terms or add individually along with ‘excluding’ terms that return irrelevant results. The tool is broken out by three tabs; Overview, Table, and Trends. The Overview tab gives you a quick breakdown of paid vs natural share based on the keyword list, along with top 10 brands that received paid and natural clicks. The Table view breaks this down even further by providing a full list of domains that received traffic from the keywords applied, and the click type share and rate. From here users can refine the results by changing demographic segments, time period and match type. Users can also recalculate the share based on a competitive set – just select the domains you want to compare and recalculate. Finally, the Trends view is just that – a trended view of share up to a 52 week period for the selected competitive set.
The Search Share Add-On is a powerful tool for anyone looking to do heavy search keyword analysis. We’ll be featuring this new tool on the blog in the coming days and weeks, so make sure to check back to see this data in action.