Software Industry Traffic Trends Show Zoom Down, Others Up [New Data]

SimilarWeb, a digital intelligence platform, recently dove into traffic trends for the top 95 publicly traded software companies in the US ranked by market capitalization, but excluding FAANG: Meta (formerly known as Facebook ), Amazon, Apple, Netflix, and Alphabet (formerly known as Google).

Global markets experienced a period of instability in the second quarter of 2022, causing the share prices of major software companies to take a major hit.

But, even though website traffic from the software industry has been turbulent, SimilarWeb looked at the numbers in its 2022 Software Company Benchmarking Playbook and saw a light at the end of the tunnel.

These are the three main findings:

  • The quantity has gone down; the quality has gone up Worldwide monthly visits to the websites of these 95 software companies decreased by more than one billion visits in the second quarter of 2022 compared to the same quarter of 2001. However, the duration of visits and the number pages per visit increased, indicating a higher quality of visits and more focused buyers.
  • There is still growth to be found. Businesses that rely on remote work saw the most significant drops, including zoom.us, which saw a nearly 45% year-over-year decline in traffic. However, 41% of the top 95 software companies increased their website traffic month over month in June 2022.
  • If you exclude zoom.us, a different image emerges. Excluding zoom.us and its 43% market share, the other 94 software companies only saw a 7% decrease in traffic year over year. And considering that they had seen a 23% increase in traffic during COVID-19, they have seen a 16% increase in global traffic since the time before the pandemic.

What software industry traffic trends mean for digital marketers

Many SEOs, content marketers, and social media marketers focus on social media and search algorithm updates. But most CMOs, VPs of Marketing, and digital marketing strategists are more concerned with consumer trends or changes in the customer journey.

So, before I jump into the tactical tips offered by SimilarWeb’s Software Business Benchmarking Playbook, let me share some strategic insights you won’t find in the playbook.

Now you and your colleagues at all levels of your company or customers know that COVID-19 dramatically affected consumer trends and the customer journey in March 2020. And you understand that these changes went much deeper than any update. of algorithm.

For example, the pandemic upended American offices like nothing in memory.

At the peak of lockdowns in May 2020, about a third of US workers worked remotely during the month, according to the US Bureau of Labor Statistics. certain industries were never remote, and others in small and medium-sized cities have since returned to the office.

But in the 10 largest US cities, a third of so-called “corporate” workers still worked from home, according to researchers at Stanford and elsewhere.

So how will they react to their companies’ back-to-office (RTO) plans? What will the “new normal” look like?

These are critically important questions for corporate executives and business owners in the software industry. And the answers will affect your decisions on several other questions, such as “Should we increase our marketing investments in video or events?”

And even if senior management decides to increase their video marketing investments, CMOs, VPs of Marketing, and digital marketing strategists will still need to decide which social video platforms to use.

Social Video Platform Popularity

According to additional data from SimilarWeb, YouTube received significantly more monthly visits in July 2022 than Facebook, and YouTube’s average minutes per visit was more than double that of Facebook.

But perhaps CMOs, VPs of marketing, or digital marketing strategists will want to focus on the fast-growing social video platforms. Either way, here are the numbers you need to know about the top five social media websites in the US in July 2022.

  • Youtube received 35 billion views, and the average view was 21:49 minutes.
  • Facebook received 19.4 billion views, and the average view was 9:52 minutes.
  • meInstagram received 6.6 billion views, and the average view was 7:39 minutes.
  • Twitter He received 7.1 billion visits, and the average visit was 10:57 minutes.
  • tik tok received 1.8 billion views, and the average view was 3:53 minutes.

So savvy businesses or customers could move a portion of their teams and budgets from Facebook to TikTok, Instagram, and YouTube. As for Twitter, it’s not clear what software companies should do. With Elon Musk trying to back out of his $44 billion deal to acquire Twitter, my Magic 8 Ball says, “I can’t predict now.”

What do software industry traffic trends mean for paid search advertisers?

Although SimilarWeb’s 2022 Software Company Benchmarking Handbook does not contain this strategic insight, it does provide tactical advice to paid search advertisers.

For example, it shows that paid search ads in this industry can still drive high-quality visits.

Of their list of 95 companies, adobe.com was the largest spender of paid search traffic in June 2022, earning 27.4% of the market. Wix.com achieved a market share of 14.27% and dropbox.com gained 9.31%.

Of course, the impact of any paid search campaign depends on the keywords a company or agency selects. The most popular keywords will cost more and therefore generate fewer leads per dollar, while unpopular phrases may not generate traffic.

Often the best paying search strategy is to find niche keywords that appeal to your target audience, but are not widely searched for.

When creating a PPC (pay per click) strategy for your business or client, you should also consider local trends (eg, in the 10 largest cities in the US) and temporary trends (eg, in the United States). , reactions to RTO plans) by choosing the right keywords for your business offer. These can have a significant impact on traffic.

And, if you measure success by calculating ad spend vs. visits, here’s what the SimilarWeb Playbook tells you:

  • Adobe.com paid $1.6 per visit on average.

  • Wix.com paid $1.6 per visit on average.

  • Dropbox.com paid $1.2 per visit on average.

Now, an audience is understandably harder to engage when directed to a page through a paid search ad rather than more organic marketing channels.

However, SimilarWeb’s 2022 Software Company Benchmarking Handbook shows that Adobe.com had a visit duration of 5 minutes and 49 seconds, enjoyed an average of 7.15 pages per visit, and had a low rate bounce rate of 26.01%.

Therefore, your spending of $1.6 per click appears to have been an effective investment. But Adobe.com still has a lot to learn from other software companies like intuit.com, which had remarkable results; 11:58 minute visit length, 12.55 pages per visit, and a low bounce rate of 23%.

In other words, paid search ads can be an effective form of marketing, but understanding your market is essential to get the best results.

Marketing for the new normal

It’s worth noting that a couple of pages in Similarweb’s playbook tells you how to compare your strategy to your competitors’ and determine which approaches work best for your target market.

But, most of the playbook contains:

  • Original information, reports, research or analysis.

  • A substantial, complete, or exhaustive description of the topic.

  • Insightful analysis or interesting information that goes beyond the obvious.

Thus, SimilarWeb’s 2022 Software Company Benchmarking Handbook meets Google’s definition of “quality content.” And even the “how to compare” pages meet Google’s latest definition of “useful content.”

And even SEOs, content marketers, and social media marketers in the software industry will find engagement metrics and tactical tips in the playbook to help them navigate “the new normal.”

More resources:


Featured Image: ra2 studio/Shutterstock