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2022 Marketing Benchmarks: Web Traffic and Conversion Trends for 150,000 Businesses
By [email protected] (Pamela Bump)
In 2022, the marketing world continued to evolve.
Not only did we get the ability to shop directly on our favorite social media apps, but we also began to hear lots of the futuristic buzz around AR/VR, the metaverse, and Web3 development.
As we move into another unique year, marketers might wonder if and how other companies in their industry are keeping up with everything going on.
To help marketers like you keep a pulse on how other brands are doing, HubSpot analyzed data from 150,000+ companies. In this post, we’ll note the three key marketing themes we discovered and how they could impact you today.
Want a full view of how the bigger business performed and what you can do to keep your company up? Read our full-year Business Data Recap on the Hustle Blog now.
About this Data: These insights are based on data aggregated from 130,000+ HubSpot customers globally between July 2021 and September 2022. Because the data is aggregated from HubSpot customers’ businesses, please keep in mind that the performance of individual businesses, including HubSpot’s, might differ based on their own markets, customer base, industry, geography, stage and/or other factors.
3 Marketing Data Themes We Saw in 2022
2022 Web Traffic Struggled to Outpace 2021
In 2021, much of the world was still reopening following the worst of the pandemic. And, although people were starting to get out of the house and disconnect from their screens more often, others were still highly connected, working mostly remote, and doing everything from shopping to entertaining themselves from home.
In 2022, as the global events we went through seem farther and farther in the past, more people than ever are trying to get out of the house, get off their computers, and continue to trade Zoom calls and texts with real, in-person connections.
In 2021, we also saw people become more honest with themselves about work. Instead of spending 10 hours a day in the office or working from home, they opted to take more time off, set work-life balance boundaries, or even take part in quiet quitting.
Lastly, we saw in our quarterly analyses, and note in the section below, that marketers sent fewer emails which also received lower email open rates overall throughout the year. For some sites, email can be the biggest traffic source following search engine and direct traffic. And, when any channel sees these impacts, it could greatly impact year-over-year performance.
With the factors above in mind, it’s not too shocking that web traffic across all industries took a hit in 2022 compared to 2021, with a 6.7% YoY dip.
The only industry that didn’t see a dip was, unsurprisingly, Leisure and Hospitality. This industry, which saw major business impact during COVID travel and country-wide shutdowns, is now showing signs of picking back up with …read more
Source:: HubSpot Blog
