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Brand websites that have had increases in visits over the past three years are more focused on advertising, social media, and email traffic than are sites that have had declines in visits, according to a recent report from Adobe.

The report was based on 2Q13-2Q16 data from 800 billion visits to 800 brand websites in North America. The companies included in the analysis were in the media/entertainment, retail, travel, finance, automotive, and health verticals.

Some 62% of the sites examined had an increase in traffic between 2Q13 and 2Q16, with an average gain of 52%.

The remaining 38% of websites had declines in traffic between 2Q13 and 2Q16, with an average loss of 31%.

Growing websites receive a 2.6X higher share of traffic from social media and a 1.7X higher share of traffic from email compared with shrinking sites.

Growing websites also receive 1.4X more traffic from display advertising and 1.3X more traffic from paid search.

Growing websites receive more smartphone traffic coming from social media, email, display ads, and paid search compared with shrinking sites.

About the research: The report was based on 2Q13-2Q16 data from 800 billion visits to 800 brand websites in North America. The companies included in the analysis were in the media/entertainment, retail, travel, finance, automotive, and health verticals.

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ABOUT THE AUTHOR

image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji