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Hitwise Intelligence - Robin Goad - UK
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How are the fastest growing SMEs in the UK boosting their online traffic?
October 27, 2010
Today sees the launch of our “5 A Day” campaign to highlight the top five reasons to use Experian Hitwise in order to maintain a healthy business.
Each of our 5 A Day focuses on a different part of Hitwise data, including Benchmarking, Website Search Terms, Search Term Variations, Audience Segmentation and Partnership Identification. You can find more information here.
I wanted to highlight just how easy it is to use Hitwise data in order to generate some really interesting insight. One of the unique aspects of what we do is to go beyond website centric data and to benchmark websites against each other. The great thing is you can group any set of websites you like together and measure how they perform against one another.
Say for example you wanted to benchmark fast-moving Small to Medium Enterprises (SMEs). Using our ranking data it’s easy to compare which websites have seen the greatest increase in traffic year on year, then using other publically available information we can go through the list and find the companies within the fast-movers that are defined as SMEs (annual turnover of less than £25 million and less than 250 employees).
I’ve put together the top 10 fastest-moving SMEs in a custom category to benchmark how they compare online against one another. These are very varied businesses from a voucher discounts to a music streaming.
Charting the progress of the identified websites it’s easy to see how each has performed against its competitors, even though none of the SMEs are in direct competition with each other.
What’s really interesting is to see as a collective what these SMEs are doing which other businesses aren’t, to measure how they are being so successful online. Using Clickstream we can quickly identify which websites and industries were visited online before coming to SME websites.
The results speak volumes. Compared to the upstream visits for the Business and Finance category, our SMEs receive almost twice as much traffic from Social Networks and Forums than big businesses. The SMEs are also engaging with Entertainment and Lifestyle websites and blogs in order to boost their traffic. This sends a clear message to businesses, the fastest growing SMEs are getting nearly 15% of their traffic from social media, this is what new SMEs need to be doing online in order to be successful.
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Posted by Robin Goad at 11:59 AM
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In Categories Custom data | Fast moving search terms
