November 21 Update: October 2013 data is now live in Site Analytics as well! To get priority early access to data each month, start your Compete PRO subscription today!
October data is live and available now for Compete PRO customers! Before I share the insights from our October data, I’d like to tell you about the new Site Finder capability in the Advanced edition of Compete PRO. Many of our customers have asked for the ability to generate lists of websites that satisfy certain criteria. For instance, perhaps you want to identify the fastest growing sites in the clothes retailer category that have strong visitation from females, or from higher income consumers, or from consumers in certain age groups. The new Site Finder capability allows you to do just that. If you haven’t had a chance to play around with Site Finder yet, log into your Compete PRO Advanced account and check it out.
There has been no change at the top of our Monthly Fast Movers list, with Healthcare.gov again showing strong growth. Every measure of the site’s reach and engagement were on the upswing for Healthcare.gov in October. Month-over-month highlights include more than 350% growth in unique visitors, 55% increase in average stay, nearly 70% in pages per visit, and an 80% increase in visits per person. The Centers for Medicare and Medicaid Services website (CMS.gov) was another notable member of the Monthly Fast Movers list, benefitting from Healthcare.gov’s success. Nearly 55% of CMS.gov’s October traffic came from Healthcare.gov, beating out the share of traffic from search engines and portals by more than 45%.
Besides healthcare-related websites, October saw the seasonal rise of Halloween websites like SpiritHalloween.com and HalloweenCostumes.com. Interestingly, HalloweenCostumes.com garnered nearly twice the percentage of paid search traffic in October as SpiritHalloween.com. Rather than the more generic paid keywords like “Halloween store” employed by SpiritHalloween.com, HalloweenCostumes.com’s paid keywords tend to be longer tail like “Halloween costumes for couples” and focus on specific character names.
JetBlue.com was another winner in October’s Monthly Fast Movers with their expansion of service in some cities as well as being one of the first airlines to announce “takeoff through landing” electronics usage following the FAA’s recent decision to allow expanded electronics usage for passengers.
Healthcare.gov makes another appearance in the Yearly Fast Movers list for October, but more interesting is TheVerge.com making the list. The Verge has seen steady growth in unique visitors this year since the early summer suggesting the success of Verge Video, a hub for all of their video content, that launched in May this year.
If you need early access to the latest month’s data or want to try out our new Site Finder tool and you’re not a Compete PRO user, start your Compete PRO subscription today to get early data, Site Finder, and more!
Conor is VP of Products, Compete Intelligence Solutions. He has led product teams in organizations of all sizes, from startups to multinationals, across multiple industries. Professional experience includes leadership roles in product marketing, product management, development, and communications. Conor is based in Boston and can be found on Twitter at @conor_omahony.