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Hitwise, today announced the launch of a new Clickstream report – New and Returning Visitors. This new data is invaluable for understanding the percentage of new and repeat traffic a website receives, which sources of traffic provide the greatest volumes of each type of visitor and where new and returning visitors go after visiting a website.
Utilizing this data allows marketers to analyze a competitor’s audience in terms of new and repeat traffic and further understand the strategy and effectiveness of competitive marketing programs. For example, New and Returning Visitors data can help determine if competitors are more focused on traffic-driving campaigns or retaining existing visitors. In addition, New and Returning Visitors allows marketers to:
Gauge the effectiveness of online partners, such as search engines and other traffic- driving websites, like social networking sites, in driving traffic to a website.
Identify where New or Returning Visitors go after visiting your own website for insights on how to stop churn.
The New and Returning Visitor data is updated daily, weekly and monthly and available on the top 10,000 websites visited by Internet users from the U.S. sample of 10 million users.
Some examples of the data include:
- Among Social Networking websites: 6.23 percent of traffic to Facebook.com consisted of new visitors for the week ending Oct. 20, 2007.
- Among Online movie rental websites: Of the traffic going to Netflix.com from Google, 24 percent was from new visitors for the week ending Oct. 20, 2007. Of the traffic going to Netflix.com from Yahoo! Search, 34 percent was from new visitors.
- Among Political candidate websites: Traffic to Ronpaul2008.com consisted of 52 percent returning visitors for the week ending Oct. 20, 2007. Traffic to HillaryClinton.com consisted of 28 percent returning visitors.
The New and Returning Visitors data is calculated by Hitwise’s proprietary data collection software that determines whether an anonymous user has visited a website in the previous 30 days. A New Visitor is classified as a user who has not accessed the website in the previous 30 days. New and Returning data is also available in the UK and Australia markets.
