Adobe reports traffic on 4 in 10 websites has decreased since 2013.
“Traffic increases due to Internet penetration have evaporated in North America," says analyst Becky Tasker. "Websites face a more competitive landscape, where you’re fighting to grow by taking share away from somebody else.”
Winning websites "aren’t resting on the strength of their brands alone to drive traffic,” Tasker says.
“They have a 360-degree strategy, surrounding people in various channels and platforms to drive traffic to their sites.”
The channels driving the most traffic? Social, email and display.
Winning websites are also providing relevant, nonintrusive content, according to Tasker.
