Websites must 'innovate to stay ahead'
Visitor Conversion, Web Design, Search Engines
04 September 2007
The top websites - including the likes of Google and Yahoo! - all enjoyed high month-over-month visitor retention rates from June to July, but they also experienced significant audience overlap with their competitors, according to new research.
Internet and media market research firm Nielsen/NetRatings found that search providers were the top players, accounting for the highest visitor retention rate, followed by career development and travel sites.
But the websites also had very high overlaps. For instance, 84 per cent of MSN/Windows Live Search's unique visitors also went to Google. Meanwhile, Google had a 63 per cent audience overlap with its two primary competitors.
Ken Cassar, chief analyst at Nielsen/NetRatings, said: "These search providers are doing a good job of bringing their visitors back month after month, which is an important sign of the health of their customer relationships and a measure with significant financial implications, given the expense of acquiring new customers.
"But the web is a highly competitive marketplace because of the ease of comparison 'shopping' online. Even websites with established and loyal audiences have to continually innovate to stay ahead."
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