Your Guide to Summer Web Traffic, Conversion & Lead Performance Across Industries [Data from 150,000+ Businesses]

Last summer, as physical businesses began to reopen, analysts predicted one of the largest summer slumps we’d ever seen.

And, when analyzing over 130,000 businesses, we certainly saw dips in engagement and conversion that affected some industries more than others.

This year, we’ve seen a lot more of the economy open back up. But, unfortunately, businesses have still worried about which direction they’re going due to the rising costs of inflation and continued economic uncertainties. At this point, many business owners could be asking, “How do I stack up to others in my industry?”

To help you, we collected data from more than 150,000 businesses to see how web traffic, conversions, and inbound leads were trending up or down MoM and YoY in July.

Here’s what we learned:

Editor’s Note: These insights are based on data aggregated from 150,000+ HubSpot customers globally between July 2021 and July 2022. Note: 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.

Overall Outlook

While some businesses are seeing heavier dips in traffic MoM and YoY, they’re still increasing performance YoY when it comes to Inbound Leads and Web Conversions. This shows that while we might be seeing signs of online seasonality, business could still be increasing from 2021 when COVID-19 still played a major role in economic uncertainty.

Next, let’s dive into some more specific metrics.

Inbound Leads

Overall inbound leads were down 1.68% MoM, but up 14.04% YoY in July. So while companies might be seeing a bit of seasonality, they might not need to call it a summer slump just yet.

Noted in the chart below, three MoM and YoY increases worth noting were in Financial Activities (12.4% MoM and 23.22% YoY), Leisure and Hospitality (11.46% MoM and 20.41% YoY), and Education and Health Services (8.27% MoM and 9.26% YoY)

While Leisure and Hospitality’s growth is not too surprising given the opening of economies and the summer months, there seems to be a lot more interest in Financial Activities as well as Education and Health Services.

But where do these leads come from? Two common areas businesses gain conversions and contacts from are their website and email marketing strategies. So, let’s dive in and see how different industries compared in July.

Website Traffic and Conversion Rate Trends

Across industries, July web traffic was down 5.2% month over month (MOM) and 11.44% year over year (YOY). This trend was seen across all industries.

While it isn’t uncommon to see lower web traffic in the summer (a theme we saw last year), the 11.44% annual drop across all industries is quite interesting as more and more people are connected to the internet, have web-enabled mobile devices, and even have multiple social media accounts. Although this dip could be due to even …read more

Source:: HubSpot Blog