{"id":24500,"date":"2014-11-13T12:51:09","date_gmt":"2014-11-13T09:51:09","guid":{"rendered":"https:\/\/www.similarweb.com\/corp\/blog\/?p=5407"},"modified":"2024-04-01T13:54:28","modified_gmt":"2024-04-01T13:54:28","slug":"web-summit-davos-for-geeks","status":"publish","type":"post","link":"https:\/\/www.similarweb.com\/blog\/updates\/announcements\/web-summit-davos-for-geeks\/","title":{"rendered":"Web Summit &#8211; Davos For Geeks"},"content":{"rendered":"<p>Our team has just returned from <a href=\"https:\/\/www.similarweb.com\/website\/websummit.net\" target=\"_blank\" rel=\"noopener noreferrer\">Web Summit<\/a> 2014 in Dublin, full of positive emotions, business connections and new ideas. It was an amazing event and one that provided us with a great experience, more of which you can learn about <a href=\"https:\/\/websummit.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">here<\/a>, however, as passionate devotees of <a href=\"https:\/\/www.similarweb.com\/website\/\">online analytics<\/a>, we wanted to delve deep into the fair and explore its web presence in terms of traffic, <a href=\"https:\/\/www.similarweb.com\/blog\/research\/business-benchmarking\/benchmarking-engagement-metrics\/\">engagement metrics<\/a> and everything else that we love so much.<\/p>\n<h2>Expanding the Horizons<\/h2>\n<p>Similarweb shows how Web Summit has cultivated a steady growth in their online audience over the last 24 months. Compared to last year, Web Summit has experienced a huge growth in desktop visits in the period leading up to the fair, reaching 210%. This indicates that Web Summit has successfully marketed their conference over the last year.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-5408 size-full\" src=\"https:\/\/www.similarweb.com\/corp\/wp-content\/uploads\/blog\/2014\/11\/24Websummit.png\" alt=\"Desktop traffic for Web Summit between Nov '12 - Oct '14 by Similarweb Platform\" width=\"602\" height=\"301\" \/><\/p>\n<p>The growing strength of their brand can also be exhibited by the major growth of Direct traffic to Web Summit, up by nearly 400% from October 2013 \u2013 October 2014. This highlights a level of trust in the brand and a high number of satisfied attendees from previous events.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-5409 size-full\" style=\"border: 1px solid #e1e1e1;\" src=\"https:\/\/www.similarweb.com\/corp\/wp-content\/uploads\/blog\/2014\/11\/24DirectWebsummit.png\" alt=\"Direct traffic for Web Summit between Nov '12 - Oct '14 by Similarweb Platform\" width=\"675\" height=\"265\" \/><\/p>\n<p>The <a href=\"https:\/\/www.similarweb.com\/blog\/research\/audience-and-brand-building\/audience-geography\/\">geographical audience<\/a> has also changed over the last year. The period of January \u2013 October 2014 saw Brazil, Romania and Nigeria dropping out of the top 20 countries by <a href=\"https:\/\/www.similarweb.com\/blog\/marketing\/marketing-strategy\/traffic-share\/\">traffic share<\/a> and being replaced by Western European countries Switzerland, Denmark and Belgium. This indicates a strong local interest in the conference and one that can be generated by cheap flights across the EU.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-5410 size-full\" style=\"border: 1px solid #e1e1e1;\" src=\"https:\/\/www.similarweb.com\/corp\/wp-content\/uploads\/blog\/2014\/11\/2013websummit.png\" alt=\"Top 20 countries in terms of traffic for Web Summit between Jan '13 - Oct '13 by Similarweb Platform\" width=\"718\" height=\"496\" \/><\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-5411 size-full\" style=\"border: 1px solid #e1e1e1;\" src=\"https:\/\/www.similarweb.com\/corp\/wp-content\/uploads\/blog\/2014\/11\/2014websummit.png\" alt=\"Top 20 countries in terms of traffic for Web Summit between Jan '14 - Oct '14 by Similarweb Platform\" width=\"715\" height=\"491\" \/><\/p>\n<h3>Quantity Transformed into Quality<\/h3>\n<p>Web Summit\u2019s Direct traffic is very encouraging and illustrates a strong brand, but 2014 saw organizers investing much greater efforts and money into PPC and display ads compared to 2013. January \u2013 October 2013 saw paid traffic only accounting for 0.98% of total search traffic. However, investment in 2014 is made apparent by a huge leap in paid search traffic of 11%.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-5412 size-full\" style=\"border: 1px solid #e1e1e1;\" src=\"https:\/\/www.similarweb.com\/corp\/wp-content\/uploads\/blog\/2014\/11\/2013organicpaidsearch.png\" alt=\"Organic vs paid traffic for Web Summit between Jan '13 - Oct '13 by Similarweb Platform\" width=\"347\" height=\"180\" \/><\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-5413 size-full\" style=\"border: 1px solid #e1e1e1;\" src=\"https:\/\/www.similarweb.com\/corp\/wp-content\/uploads\/blog\/2014\/11\/2014organicpaidsearch.png\" alt=\"Organic vs paid traffic for Web Summit between Jan '14 - Oct '14 by Similarweb Platform\" width=\"344\" height=\"180\" \/><\/p>\n<p>Display ads, between January \u2013 October 2014, resulted in 0.85% of traffic and this was over 1.5x bigger than in 2013 when the traffic share was just 0.49%. This makes it clear that the organizers of Web Summit are making a concerted effort to bring more attention and buzz to their event.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-5414 size-full\" style=\"border: 1px solid #e1e1e1;\" src=\"https:\/\/www.similarweb.com\/corp\/wp-content\/uploads\/blog\/2014\/11\/2013DisplayAds.png\" alt=\"2013DisplayAds\" width=\"343\" height=\"237\" \/> <img decoding=\"async\" class=\"alignnone wp-image-5415 size-full\" style=\"border: 1px solid #e1e1e1;\" src=\"https:\/\/www.similarweb.com\/corp\/wp-content\/uploads\/blog\/2014\/11\/2014DisplayAds.png\" alt=\"2014DisplayAds\" width=\"342\" height=\"237\" \/><br \/>\nThe category distributions for Web Summit also highlight how the conference has changed over the last 12 months. 2013 saw the most popular referrals category being News and Media, but by 2014 there is a more focused interest on the conference from related industries: \u2018Computer and Electronics &gt; Software\u2019 and \u2018News and Media &gt; Technology News\u2019. This shows how the industry is becoming more aware of Web Summit and is willing to co-operate and promote it.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-5416 size-full\" style=\"border: 1px solid #e1e1e1;\" src=\"https:\/\/www.similarweb.com\/corp\/wp-content\/uploads\/blog\/2014\/11\/2013ReferralCategories.png\" alt=\"Category distribution for referral traffic to Web Summit between Jan '13 - Oct '13 by Similarweb Platform\" width=\"520\" height=\"210\" \/><\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-5417 size-full\" style=\"border: 1px solid #e1e1e1;\" src=\"https:\/\/www.similarweb.com\/corp\/wp-content\/uploads\/blog\/2014\/11\/2014ReferralCategories.png\" alt=\"Category distribution for referral traffic to Web Summit between Jan '14 - Oct '14 by Similarweb Platform\" width=\"522\" height=\"210\" \/><\/p>\n<p>The one area where Web Summit experienced a fall in traffic was in the Social channel. January to October 2013 saw 730,000 visits from Social, but the same period in 2014 managed only 600,000 visits. Web Summit, therefore, need to work on increasing their presence across social media. Not only does a notable presence in this sector help bring in traffic, it can also fuel SEO as Google uses social signals in its SERP.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-5418 size-full\" style=\"border: 1px solid #e1e1e1;\" src=\"https:\/\/www.similarweb.com\/corp\/wp-content\/uploads\/blog\/2014\/11\/2013SocialTraffic.png\" alt=\"Social traffic for Web Summit between Jan '13 - Oct '13 by Similarweb Platform\" width=\"691\" height=\"316\" \/><\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-5419 size-full\" style=\"border: 1px solid #e1e1e1;\" src=\"https:\/\/www.similarweb.com\/corp\/wp-content\/uploads\/blog\/2014\/11\/2014SocialTraffic.png\" alt=\"Social traffic for Web Summit between Jan '14 - Oct '14 by Similarweb Platform\" width=\"693\" height=\"318\" \/><\/p>\n<p>One really fascinating statistic that we uncovered was that the organizers embarked on an aggressive email campaign this year. Email traffic in 2014 was around 5x higher than it was in 2013. This type of campaign may seem old fashioned, but it\u2019s a highly effective strategy for inviting customers to stands, reminding people of event dates etc.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-5420 size-full\" style=\"border: 1px solid #e1e1e1;\" src=\"https:\/\/www.similarweb.com\/corp\/wp-content\/uploads\/blog\/2014\/11\/24mailstats.png\" alt=\"Email traffic for Web Summit between Nov '12 - Oct '14 by Similarweb Platform\" width=\"663\" height=\"261\" \/><\/p>\n<h3>See You Next Year!<\/h3>\n<p>We really enjoyed ourselves at Web Summit and our stats have shown that Web Summit must be really enjoying life too!\u00a0 Over the past year, they&#8217;ve shown substantial growth and built very useful relationships with affiliates. Although they have had issues with their social traffic, now is the time to start improving their marketing campaigns for Web Summit 2015. We&#8217;re sure it will be just as big a success as this year&#8217;s.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Our team has just returned from Web Summit 2014 in Dublin, full of positive emotions, business connections and new ideas. It was an amazing event and one that provided us with a great experience, more of which you can learn about here, however, as passionate devotees of online analytics, we wanted to delve deep into [&hellip;]<\/p>\n","protected":false},"author":214,"featured_media":188791,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[6726,6698],"tags":[],"class_list":["post-24500","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-announcements","category-updates"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Web Summit 2014: Davos for Geeks | Similarweb<\/title>\n<meta name=\"description\" content=\"Dive into our findings from the Web Summit 2014 and explore its web presence in terms of traffic, engagement metrics and everything else that we love so much.\" \/>\n<meta name=\"robots\" content=\"max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.similarweb.com\/blog\/updates\/announcements\/web-summit-davos-for-geeks\/\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Similarweb\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.similarweb.com\/blog\/updates\/announcements\/web-summit-davos-for-geeks\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.similarweb.com\/blog\/updates\/announcements\/web-summit-davos-for-geeks\/\"},\"author\":{\"name\":\"Similarweb\",\"@id\":\"https:\/\/www.similarweb.com\/blog\/#\/schema\/person\/a00030ceb7cb7355cb3a957f9b4b064f\"},\"headline\":\"Web Summit &#8211; 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