It’s almost officially the start of summer here in the U.S. and we’ve got May data for you, live and available in Compete PRO.
Jumping into the Monthly Fast Movers for May, InfiniteCrisis.com tops the list with a whopping 433% month-over-month (MoM) growth. For the uninitiated, Infinite Crisis is a free-to-play Multiplayer Online Battle Arena (MOBA) video game based on the DC Comics heroes. While the game first went into open beta in March this year, it seems to have taken off last month. Using the Incoming Traffic report in Compete PRO we can see that nearly 6% of traffic to InfiniteCrisis.com in May was driven from YouTube.com in May. Looking at the YouTube channel for the Infinite Crisis Game, it seems like they’re posting videos more frequently with topics ranging from character bios to behind-the-scenes videos to the top plays of the week. Whatever they’re doing on YouTube seems to be working as the share of traffic generated by YouTube increased by more than 63% MoM. Looking at the Search Referrals report, we can also easily identify the most popular characters in the game as DC superheroes Batman, Superman, Wonder Woman, and Green Lantern all made their way into the top 50 keywords driving traffic to InfiniteCrisis.com.
As you might expect, Mother’s Day-related sites dominated the rest of the list. ProFlowers.com followed up their appearance on the Fast Movers list for April with another strong month. Interestingly, keywords focused on Mother’s Day only accounted for 5 of the top 50 keywords driving traffic to ProFlowers.com. However, when you compare that to other major players, having 5 Mother’s Day keywords on the proved to be reasonably impressive; there were 4 Mother’s Day-related keywords in the top 50 for 1800flowers.com, 1 for Teleflora.com, and 7 for FTD.com. While Teleflora.com didn’t quite make the list of Fast Movers for May, they still saw nearly 60% growth in unique visitors MoM.
Looking beyond reach in the flower industry, engagement also plays an important factor in how well a site is performing. While FTD.com has the lowest unique visitor count of the three flower sites in May’s Fast Movers, they have the highest average stay of their competitors with nearly a minute more time on average spent on the site compared to second place 1800flowers.com. While average stay is not always an indicator of success (more time spent on-site could me consumers are having trouble finding what they’re looking for), it could just as well mean that consumers are engaged and shopping around more.
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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.