How Has Coronavirus Affected Website Traffic And Enquiries For UK SME’s?
by Will Williamson on 03-Apr-2020 13:05:26
Commerce in the UK has been massively suppressed since the UK government started introducing social distancing measures and social restrictions in March. Almost every business has felt the effect of the crisis financially, and many companies are now, in effect, closed and hibernating – hoping to survive on their resources and the government’s financial assistance long enough to be able to reopen and recover in a few months.
So how has this sudden and dramatic action by the government affected website traffic levels, and the number of enquiries for UK SME’s?
Have people stopped going online to search for services while they don’t have the financial power or confidence to make purchases? Or are they using the extra time created by the business slow down to go online more often and research new products and services as solutions to business challenges?
We set out to try and find out, by going to Google Analytics and comparing the total number of website visitors and conversions (people who have called, filled out a contact form, subscribed to a newsletter etc) in March 2020 vs February 2020 (well, February plus the last two days of January to ensure an equal number of days were being compared). We did this for 46 businesses, in a range of different industries, plus our own website of course.
Our Own Results
Our own experience is that we ARE seeing more traffic and more leads, seeing:
- An 11.51% increase in website visitors
- A 160% increase in leads
But what were the general trends?
Website Traffic Down 13%
As predicted, website traffic overall has dropped – but interestingly, not by much, and certainly not as much as general spending in the economy at large.
Conversions UP 11%
So across all of these companies, we saw a net increase in website conversions of 11% - so people have actually been more willing to engage in websites, fill forms in, make calls etc.
Was There A Difference Between B2B & B2C Results?
The B2C websites targeting the general public/consumers in our sample have done well, with a 23% increase in conversions and just a 5% drop in traffic. Of these, the Ecommerce sites are showing the strongest results – perhaps unsurprisingly.
B2B websites had a 17% drop in traffic and a 6% drop in conversions.
How Did Different Industries Perform?
We grouped the different businesses into 4 main categories:
- Construction – including building services, home improvements and construction/building products – these businesses saw a steady level of traffic (just a 2% drop), although conversions down by 19% – so this suggests people still researching and reading up, but less likely to enquire at the moment. This makes sense, as many of these businesses require an on-site visit, which is off limits currently.
- Manufacturing and engineering – this sector seems to have been hit hardest, with traffic 13% down and 24% fewer conversions.
- IT and technology/software companies – these saw a 1% increase in conversions (and just a 6% drop In traffic), with IT service companies doing especially well (comparatively) due presumably to the rush of IT problems created by companies having to have lots of staff working from home for the first time.
- Professional Services – this was an interesting sector, with a significant drop in website visits (down 21%) but a big increase in conversions (up 9%). So fewer people going online, but the ones that are motivated/serious prospects.
What Does This Tell Us, & How Should Businesses Adjust Their Marketing Strategy?
There seem to be big differences between sectors and specific industries, but overall it is clear that buyers are still out there researching, even if fewer orders are being placed right now.
In general, there are 3 main strategies to take with your marketing to respond to the crisis:
1) If your business is still trading and your customers are still paying or you have contracts and ongoing revenue in place, then you can simply maintain your current strategy and wait for the tide to turn.
2) If no-one is placing orders or making direct enquiries – then you can focus on lead generation, and building your mailing list/opt-in database of prospects who are researching your products/services and trying to nurture and stay in touch with prospects by being helpful. This can help you line up sales for later in the year to make up for the months lost to Coronavirus, and also help you build market share.
3) If you have seen a surge in interest for a particular product or service, then lean into it – create more content, campaigns, and advertising around that product/service and consider even increasing spend.
As we’ve said in previous articles on the crisis, you may well find that your website and online marketing now becomes more important than ever before – even if buyers are not placing orders right now. How you market your business now can determine how fast and how high you bounce back when the restrictions are lifted and the health crisis eases later this year.
Image source: Pixabay
- Inbound Marketing (SEO, PPC, Social Media, Video) (807)
- Strategy (350)
- Marketing Automation & Email Marketing (180)
- Sales & CRM (176)
- Website Design (157)
- Business Growth (145)
- Hubspot (123)
- Lead Generation (109)
- Google Adwords (97)
- Content Marketing (91)
- News (46)
- Case Studies (43)
- Conversion (43)
- Ecommerce (36)
- Webinars (30)
- SEO (22)
- Events (19)
- Video (17)
- LinkedIn Advertising (15)
- Video Selling (15)
- AI (13)
- Software training (13)
- Niche business marketing (11)
- The Digital Prosperity Podcast (10)
- Facebook Advertising (6)
- August 2025 (14)
- July 2025 (14)
- June 2025 (5)
- May 2025 (19)
- April 2025 (15)
- March 2025 (13)
- February 2025 (13)
- January 2025 (8)
- December 2024 (2)
- November 2024 (4)
- October 2024 (21)
- September 2024 (4)
- August 2024 (8)
- July 2024 (14)
- June 2024 (16)
- May 2024 (25)
- April 2024 (15)
- March 2024 (18)
- February 2024 (5)
- January 2024 (10)
- December 2023 (6)
- November 2023 (10)
- October 2023 (13)
- September 2023 (12)
- August 2023 (14)
- July 2023 (13)
- June 2023 (14)
- May 2023 (15)
- April 2023 (13)
- March 2023 (14)
- February 2023 (13)
- January 2023 (15)
- December 2022 (13)
- November 2022 (6)
- October 2022 (8)
- September 2022 (22)
- August 2022 (15)
- July 2022 (13)
- June 2022 (16)
- May 2022 (14)
- April 2022 (16)
- March 2022 (17)
- February 2022 (11)
- January 2022 (8)
- December 2021 (6)
- November 2021 (7)
- October 2021 (11)
- September 2021 (10)
- August 2021 (7)
- July 2021 (7)
- June 2021 (4)
- May 2021 (4)
- April 2021 (1)
- March 2021 (3)
- February 2021 (5)
- January 2021 (4)
- December 2020 (7)
- November 2020 (6)
- October 2020 (5)
- September 2020 (9)
- August 2020 (18)
- July 2020 (17)
- June 2020 (17)
- May 2020 (10)
- April 2020 (21)
- March 2020 (24)
- February 2020 (21)
- January 2020 (12)
- December 2019 (23)
- November 2019 (12)
- October 2019 (14)
- September 2019 (16)
- August 2019 (15)
- July 2019 (13)
- June 2019 (6)
- May 2019 (8)
- April 2019 (4)
- March 2019 (2)
- February 2019 (2)
- January 2019 (2)
- December 2018 (3)
- November 2018 (24)
- September 2018 (11)
- August 2018 (9)
- June 2018 (3)
- May 2018 (6)
- April 2018 (14)
- March 2018 (12)
- February 2018 (16)
- January 2018 (15)
- December 2017 (15)
- November 2017 (18)
- October 2017 (23)
- September 2017 (19)
- August 2017 (28)
- July 2017 (27)
- June 2017 (25)
- May 2017 (18)
- April 2017 (17)
- March 2017 (16)
- February 2017 (17)
- January 2017 (14)
- December 2016 (21)
- November 2016 (27)
- October 2016 (25)
- September 2016 (16)
- August 2016 (20)
- July 2016 (19)
- June 2016 (14)
- May 2016 (20)
- April 2016 (24)
- March 2016 (22)
- February 2016 (28)
- January 2016 (27)
- December 2015 (28)
- November 2015 (19)
- October 2015 (9)
- September 2015 (12)
- August 2015 (5)
- July 2015 (1)
- June 2015 (10)
- May 2015 (3)
- April 2015 (11)
- March 2015 (14)
- February 2015 (15)
- January 2015 (12)
- December 2014 (2)
- November 2014 (23)
- October 2014 (2)
- September 2014 (2)
- August 2014 (2)
- July 2014 (2)
- June 2014 (7)
- May 2014 (14)
- April 2014 (14)
- March 2014 (7)
- February 2014 (2)
- January 2014 (7)
- December 2013 (9)
- November 2013 (14)
- October 2013 (17)
- September 2013 (3)
- August 2013 (6)
- July 2013 (8)
- June 2013 (4)
- May 2013 (3)
- April 2013 (6)
- March 2013 (6)
- February 2013 (7)
- January 2013 (5)
- December 2012 (3)
- November 2012 (2)
- September 2012 (1)
Subscribe by email
You May Also Like
These Related Blogs

The Complete Guide To B2B Lead Generation: Strategies, Tips & Best Practices
Lead generation is the number one marketing challenge faced by business owners in the UK right now. How do I know? Over the past 20 years, we have int …

No Email Marketing List? Here’s How To Build One From Scratch
Email marketing is an excellent way of communicating with prospects. It doesn't get in the way of their schedules, it can be picked up whenever it's c …

5 Benefits of Spending Time On A Marketing Plan For Your Manufacturing Business
If you own or manage an SME in the manufacturing sector, you'll know how difficult it can be to find time to work on your marketing plan.