Has website traffic collapsed (or risen) in global brands like Netflix, Skype, Booking or Airbnb?

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COVID-19 pandemic had a fundamental impact on most companies and industries. While some business is booming, others are recording a decline in trade, finances and website traffic. 

While we are stuck at home during the coronavirus pandemic, our online behavior changed a lot. We spent most of the time online – watching movies, learning new skills, gaining knowledge, working from home. For some sectors like the travel and airline industry, traffic is declining. All travel suppliers experienced webpage traffic decline, while entertainment and web conferencing service companies saw huge gains. 

From a search perspective, we took a deep dive into the data and analyzed its impact on various industries. Our approach was simple. We checked data from SimilarWeb and made a website’s traffic analysis of the world’s largest companies, whose traffic declined due to the pandemic. In the last six months, from November 2019 to April 2020, changes affected the growth and drop in website traffic. 

The analysis reveals that our behaviors shifted as the virus spread and pushed us to our devices for work, play and connect. According to SimilarWeb, in the first few weeks of March, consumer and business behavior had a significant impact on web traffic in general.

Many websites are seeing an incredible traffic boost, experiencing a resurgence and becoming more popular than ever. From September 2019 to the end of April 2020, certain websites such as Zoom, Hangouts, Slack, Microsoft Teams and Skype recorded growth. It mainly occurred during March and April 2020, when a significant increase in specific categories was observed.

Travel bans and restrictions have hit the travel and airline industries the hardest. Traffic on travel websites is recording a significant decline. Another analysis was about how bookings were affected in the last six months. We again took the average page visit in November 2019 and compared it to the same number in April 2020. Then we looked at the downturn in this category. 

Analysis of travel websites shows how fast traffic is declining after COVID-19 became a real threat to the entire planet. Consumers and business travelers seek cancellations, refunds and lately, the newest information about the status of a trip. The focus people had on the virus has crowded out the broad curiosity that draws them to sites like Booking.com, Airbnb, Tripadvisor, HostelWorld and Expedia. These websites had declining numbers before a recent uptick, data from SimilarWeb shows. Most of these sites began to fall in early March and traffic continues the downward trend.  

Although quarantine is beginning to end, the consequences of coronavirus will continue to hit the industry in the coming months. It would be a smart move for companies to continue providing detailed and continuous information on the crisis, thus retaining existing and potential customers to their websites.

The whole world has changed its shopping and daily life habits. Many businesses will have to close for weeks or even months. It remains to see what changes will happen in the industry and website traffic and how the new “normal” will look once we back to our old way of living, traveling abroad, and start to enjoy life on its fullest again. 

If your website traffic has dropped and you want to invest in proper marketing, we can help you fuel your business challenges and achieve goals.