The Top Traffic, Conversion, & Lead Trends in Q3: Data & Takeaways from 120,000+ Businesses

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When it comes to Q4, Halloween isn’t the only spooky thing haunting marketers.

In fact, the most intimidating part of Q4 is the pressure to end the year with great results, while also taking on immense annual planning to start the new year off right.

And, on top of the normal stressors of Q4, businesses are also dealing with concerns about inflation, uncertain economies, and how a potential recession could impact their bottom line.

As you enter an uncertain Q4, it will be helpful to gather all the hard data you need to make decisions, including research on how industries like your own have performed in the past few months. This data not only gives you insights into how you’re performing against the competition today, but it can also help you create actionable strategies that could enable you to transition from one successful year to another.

In this post, we’ll highlight how more than 120,000 businesses are performing when it comes to traffic, leads, conversion rates, and email engagement. With this data in mind, we’ll also highlight which takeaways you should bring with you during Q4 planning.

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.

Q3 Performance Trends from 120,000+ Companies

Overall, Q3 might have been susceptible to seasonality in both B2B and B2C industries with frequent QoQ performance metrics dips. When looking at the overall YoY numbers, it’s also possible that current themes, such as economic uncertainty, could slightly be impacting stats.

However, while some metrics and industries are seeing bigger dips, others are still making strides – hinting that there might not be a major cause for industry-wide concerns.

Below is an interactive infographic that allows you to toggle between overall YoY and MoM trends. Keep reading for a breakdown of how these industries are performing based on each key metric.

Web Traffic and Conversions

Most industries are seeing a web traffic decrease.

In Q3 2022, web traffic was down 7% compared to Q2 2022 and 10% compared to Q3 2021 (sample size = 142,308).

Industries hit the hardest by this slump were Financial Activities – which saw a 14% YoY drop despite only having a 2% QoQ decrease – as well as Professional & Business Services which saw drops of 6% QoQ and 8% YoY. Manufacturing also saw an 8% YoY dip with a 4% QoQ drop, hinting that business-facing companies might be struggling more with seasonality and traffic growth in current times.

While some industries that are more heavily B2C saw drops, they aren’t as comparable to those mentioned above. Additionally, Leisure and …read more

Source:: HubSpot Blog