James Arnold, Chief Digital Officer, Rooster Strategic Solutions
Last April, we introduced an independent review of 33 agricultural company websites. We thought it was necessary to use the same tools and measurements to offer an unbiased, non-partisan evaluation, and to provide it free of charge, with hopes that companies could see where they stack up – and where they need some work – and advertisers could use it to compare publishers. We share this report first with our clients, along with considerably more in the way of context and sophisticated metrics – that’s only fair – but we hope that a fair and accurate review of websites will be useful to you.
Here’s the Q2 report and some takeaways:
Web traffic is rising. Mirroring increases in a number of industry sites outside of ag, web traffic among ag sites rose last quarter. Typically, traffic slows a bit in Q2 as planting heats up, but the number of people staying at home and surfing has countered the trend. Overall numbers dipped significantly in June, which is something we’ll watch.
Interest in used equipment is rising even faster. Especially at TractorHouse.com (see slide 4). Interest in new equipment was also higher than in the first quarter, although the number of folks looking at precision tools dipped considerably.
Cattle web is the new battle ground. Overall page views are slightly higher, but what jumped out at us was the amount of time readers were spending on the pages, which was significantly higher. On the dairy side, we saw a huge spike at Hoards.com and guessed that it was an anomaly; the numbers show that we were correct.
What’s next? We’ll keep watching; look for another report in October. And we understand that the hardest part of a report like this is that the more you look at it, the number of questions it raises. That’s why we provide our clients with a smorgasbord of options, from a one-time web audit to a comprehensive, ongoing analysis. If you want to dig deeper, I’d love to have a conversation.