Taxes, financial planning dominate online retail traffic in January
By Jay Keller
Overall, the top 10 fast movers were websites that recorded between two and 21 million unique visitors and showed positive traffic growth rates between 150 and 979 percent, according to new data from Compete.com..
Tax-related sites like the TaxACT properties, Turbo Tax and H&R Block were among the top ten sites experiencing large increases in traffic as visitors were likely cross-shopping for the best prices, incoming- and outgoing-referral data shows.
Intuit.com, with QuickBooks and merchant services, saw the most unique visitors of the group in January with just over 21 million visits. Intuit also owns and operates Turbo Tax, a popular tax-preparation platform.
The TaxACT properties placed in the top three and when combined show massive numbers.
Ranking atop the fast movers was taxactonline.com as the site experienced the largest percentage of growth at 979 percent and the third-ranked overall site taxact.com showed 573 percent growth. Combined, the two TaxACT properties had 11 million unique visitors.
Unbranded, paid keywords like “home budget” and “budget calculator” were top search referrals to Mint.com, suggesting consumers are shifting priorities to accommodate for economic constraints.
The success of the three other top-10 sites were helped by the return of the NHL and New Year’s Resolutions.
December’s fastest growing sites were influenced by seasonal trends with holiday, retail, e-card, and charitable sites occupying the top positions, Compete.com says.
Of note was CBS.com which saw impressive growth of 118 percent and nearly 24 million unique visits.
Compete.com says much of the December success came from the peak of the NFL season, the annual Victoria’s Secret Fashion Show, finales from popular TV shows and the extensive holiday special programming throughout the month.