Marketers and small business owners we speak with at HubSpot often ask how many visitors their site should be getting.
The answer depends on several variables including size of company, industry, and the type of product or service the company is selling. To provide a general benchmark, I pulled together some aggregate data on website traffic based on company size and type.
The chart below shows the median weekly unique website visitors for 1,324 HubSpot customers for the 7 days ending September 10, 2009. So, if you're a 6-10 person B2B company and you're getting 124 unique visitors a weekly you're about average for similar companies.
A few notes on the data: The median was used as opposed to the average since a few sites with large numbers of visitors skewed the average up in each category. Therefore, the median serves as a better benchmark for typical companies in each segment.
I broke out the data by size of company based on number of employees and also by whether the site is for a B2B or B2C company. Not surprisingly, companies with more employees tend to have more website visitors. Also, B2C companies have more visitors than B2B companies regardless of size. However, it's interesting to note that the difference in visitors between B2C and B2B sites seems to be more pronounced in larger companies:
• B2C companies with over 200 employees had 203% more unique visitors than the B2B with over 200 employees.
• B2C companies with 1 to 5 employees had only 67% more unique visitors than the B2B with 1 to 5 employees.
Two groups of customers were filtered out of the analysis:
• Customers with less than five unique visitors per week were filtered out of the analysis since those customers often have not fully launched their websites or have not installed the HubSpot tracking software.
• HubSpot customers that signed up after 7/31/09 were excluded to ensure that the tracking software was fully installed and functional at the time of measurement.
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