If you take a look at the below Top 50 sites from December 2015, you’ll notice a few trends which were a direct result of the holiday season. Looking back to this time last year, we noticed many similar trends among holiday shopping, package shipping, and much more. Let’s get started!
He’s makin’ a list:
As you look through our Top 50 list, you’ll notice several online shopping/ecommerce sites leaving an impact — likely due to the holiday season. Sites including: Amazon.com (#5), Ebay.com (#10), and Apple.com (#14) all finished in the top 15, each with noticeable month-over-month (MoM) growth.
Looking closer at Amazon.com, we noticed a few things: Unique Visitors increased almost 9% MoM, and the number of visits per person in December was just shy of 10. What we can gather from this is that repeat site visitation and shopping is common – which could very well be a result of the Prime membership capabilities, and the ease of purchase among the site. Finally, we noticed that Amazon.com’s Paid Search Referrals jumped +51.7% in December compared to the previous month, and branded terms drove nearly 15% of the total search referrals to their site. What’s interesting to note is that many of these terms were for Amazon’s very own products/services, including the Kindle, Echo, Prime Pantry, Prime Video, and much more. With how easy Amazon has made the purchase process, why bother getting off the couch to do your holiday shopping?
Netflix Original Series:
Next up, Netflix.com made some noise in our Top 50 list and finished with a Compete Rank at #17 overall. Such high growth of +11.8% MoM is not a big surprise given the recent release of the original documentary series, Making a Murderer. When looking at the top non-branded keyword referrals to Netflix.com over the past 90 days, “Making a Murderer” finished at #7 overall. We also noticed that incoming traffic from Facebook.com increased 7% MoM to almost 38.3 million visits in December. I’ve been seeing more and more of a Facebook ad presence from Netflix.
Will my gift arrive on time?
Finally, both UPS.com (#37) and USPS.com (#36) saw the largest MoM growth in the December Top 50. UPS.com grew +44.4% MoM, while USPS.com was not far behind at +36.9%. But what exactly were people doing on these sites? Well, yes, they research shipping options, rates, purchase supplies, etc. But package tracking is always front of mind, especially as the holidays got closer. Over 28% of Search Referrals Terms driving traffic to UPS.com specifically including “package tracking” and “tracking number” in them.
Take a look at the rest of the December Top 50 list below and see what additional trends you can uncover. For full access to December Data, get started with Compete PRO today!
Brian is currently the Digital Marketing Associate at Millward Brown Digital. He is a graduate of Wake Forest University, where he achieved his B.S. in Business & Enterprise Management. Outside of work, Brian is a die-hard Boston sports fan, guitar player, and a Pop-Warner football coach. Feel free to connect with him on LinkedIn.