{"id":62842,"date":"2021-06-11T09:44:27","date_gmt":"2021-06-11T09:44:27","guid":{"rendered":"https:\/\/www.similarweb.com\/corp\/?p=62842"},"modified":"2025-07-20T13:18:40","modified_gmt":"2025-07-20T13:18:40","slug":"new-vs-returning-users","status":"publish","type":"post","link":"https:\/\/www.similarweb.com\/blog\/updates\/product-updates\/new-vs-returning-users\/","title":{"rendered":"Feature Spotlight: How to Analyze Website Retention Using New vs. Returning Users"},"content":{"rendered":"<p>Whether you\u2019re a new or returning visitor to our site, you\u2019ll find this update useful! We\u2019re excited to announce the rollout of a brand new retention metric on <a href=\"https:\/\/www.similarweb.com\/corp\/web\/\">Similarweb Web Intelligence platform<\/a> called <b>New vs. Returning Users<\/b>. This new feature helps you analyze user retention metrics across any website.<\/p>\n<p>In just a few clicks, you\u2019ll see the percentage of new users vs. the percentage of returning users coming to your site to track audience growth and measure website performance.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-76478 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/06\/New-vs-Returning-Product-Blog-1.gif\" alt=\"new vs returning visitors report on Similarweb PRO\" width=\"962\" height=\"656\" \/><\/p>\n<h2>Why is it important to measure user retention?<\/h2>\n<p>When looking at traffic acquisition, you want to understand the ratio of net new visitors compared to the number of returning visitors in order to gauge the traction or \u2018stickiness\u2019 of a website. A <a href=\"https:\/\/www.similarweb.com\/blog\/research\/market-research\/website-stickiness\/\">sticky website<\/a> is one that customers frequently visit, they don\u2019t wander off to find alternatives. The higher the frequency of purchases or clicks by returning users, the more \u201csticky\u201d your website is.<\/p>\n<p>By analyzing <a href=\"https:\/\/www.similarweb.com\/corp\/web\/audience-analysis\/\">audience behavior<\/a>, you can measure the success of your acquisition and retention strategies.<\/p>\n<p><strong>What are new users?<\/strong><\/p>\n<ul>\n<li><b>New Users<\/b> &#8211; Defined as <a href=\"https:\/\/www.similarweb.com\/blog\/research\/market-research\/unique-visitors\/\">unique visitors<\/a> who <em><strong>have not visited<\/strong><\/em> the site for at least three months.<\/li>\n<\/ul>\n<p><strong>What are returning users?<\/strong><\/p>\n<ul>\n<li><b>Returning Users<\/b> &#8211; The opposite of new users, i.e., every user <strong><em>who did vi<\/em><em>sit<\/em> <\/strong>the within three month period.<\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"alignnone wp-image-76342 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/06\/DRI-Updates-New-vs-Returning-Feature-Top-Tips-e1623165631894.jpg\" alt=\"Top 3 Reasons to Measure Website Retention\" width=\"800\" height=\"475\" \/><\/p>\n<div class=\"stepped-form stepped-form--background\">\n  <div class=\"stepped-form__content\">\n      \n<div data-contact-us-hidden-sub-subject=\" \"\ndata-contact-us-should-get-chilipiper=\"false\"\ndata-contact-us-boolean-always-show-phone=\"false\"\ndata-contact-us-i18n-subtitle3_tell_us_more=\" \"\ndata-contact-us=\"split\"\ndata-contact-us-hidden-subject=\"no cu\"\ndata-contact-us-hidden-asset-type=\"Report\"\ndata-contact-us-hidden-campaign-name=\"Audience Growth Guide\"\ndata-contact-us-hidden-campaign-solution=\"All\"\ndata-contact-us-hidden-campaign-region=\"ALL\"\ndata-contact-us-hidden-form-location-breadcrumbs=\"Form Corp\/Reports\/Feature Spotlight: How to Analyze Website Retention Using New vs. Returning Users\/Content\"\ndata-contact-us-hidden-message=\"I want to download the file\"\ndata-contact-us-hidden-sfcmpid=\"70167000000c3HMAAY\"\ndata-contact-us-hidden-member-status=\"Downloaded\"\ndata-contact-us-hidden-button-caption=\"Download\"\ndata-contact-us-hidden-cta-description=\"null\"\ndata-contact-us-hidden-cta-url=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/04\/The-Complete-Guide-For-Building-and-Tracking-Audience-Growth-May-2021-1.pdf\"\ndata-contact-us-i18n-title=\"Go pro with our guide on tracking and building audience growth!\"\ndata-contact-us-i18n-submit_button=\"Download\"\ndata-contact-us-i18n-success_title=\"Thanks for downloading!\"\ndata-contact-us-i18n-success_subtitle=\"Sit back, relax, and enjoy!\"\ndata-contact-us-i18n-success_sub_subtitle=\" \"\ndata-corp-form-type=\"split-download\"\ndata-contact-us-file-url=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/04\/The-Complete-Guide-For-Building-and-Tracking-Audience-Growth-May-2021-1.pdf\"\ndata-contact-us-hidden-file-url=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/04\/The-Complete-Guide-For-Building-and-Tracking-Audience-Growth-May-2021-1.pdf\"\n>\n    <\/div>\n  <\/div>\n<\/div>\n\n\n<h2>New vs. Returning Users: Insights showcase<\/h2>\n<p>Take a look at some of the insights you can gather cross-industry using our New vs. Returning Users feature.<\/p>\n<h2>Insight #1: Health and fitness brands<\/h2>\n<p>Here you can see the <a href=\"https:\/\/pro.similarweb.com\/#\/companyresearch\/websiteanalysis\/new-vs-returning\/onepeloton.com\/*\/840\/2020.01-2021.01?webSource=Desktop\">steady growth of Peloton in the US<\/a> in the past year with the number of new users growing due to the popularity of indoor exercise amid COVID-19 As consumers spend more time at home, Peloton\u2019s audience grew.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-76324 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/06\/DRI-Updates-New-vs-Returning-Feature-Peloton--e1623162062902.jpg\" alt=\"new visitors vs returning visitors - onepeloton.com\" width=\"800\" height=\"475\" \/><\/p>\n<h2>Insight #2: News and media sites<\/h2>\n<p>Looking at the <a href=\"https:\/\/www.similarweb.com\/top-websites\/united-states\/news-and-media\/\">top US news sites<\/a> you can see the spike of returning users within November during the elections and that CNN is clearly winning against the competition in terms of <a href=\"https:\/\/www.similarweb.com\/blog\/updates\/product-updates\/industry-audience-analysis\/\">audience loyalty<\/a>. During Election Month, CNN had 60% more returning users than its closest competitor.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-76327 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/06\/DRI-Updates-New-vs-Returning-Feature-CNN-media-industry.jpg\" alt=\"new vs returning visitors benchmark - US news sites\" width=\"1416\" height=\"840\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/06\/DRI-Updates-New-vs-Returning-Feature-CNN-media-industry.jpg 1416w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/06\/DRI-Updates-New-vs-Returning-Feature-CNN-media-industry-300x178.jpg 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/06\/DRI-Updates-New-vs-Returning-Feature-CNN-media-industry-1024x607.jpg 1024w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/06\/DRI-Updates-New-vs-Returning-Feature-CNN-media-industry-768x456.jpg 768w\" sizes=\"(max-width: 1416px) 100vw, 1416px\" \/><\/p>\n<h2>Insight #3: Fashion and eCommerce retail stores<\/h2>\n<p>In the U.K., the leading high-street fashion stores have successfully capitalized on the online shopping boom. Compared to its competitors, next.co.uk has seen the <a href=\"https:\/\/pro.similarweb.com\/#\/companyresearch\/websiteanalysis\/new-vs-returning\/newlook.com,boohoo.com,asos.com,riverisland.com,next.co.uk\/*\/840\/12m?webSource=Desktop\">biggest growth of new visitors<\/a> to its website in the last 12 months, indicating the online-only clothes retailer has invested heavily in organic traffic acquisition (see the second graph).<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-76329 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/06\/DRI-Updates-New-vs-Returning-Feature-UK-High-Street-e1623162300777.jpg\" alt=\"new vs returning visitors and leading marketing channels - Fashion and eCommerce retail stores\" width=\"800\" height=\"475\" \/><\/p>\n<h2>Insight #4:<strong> Streaming platforms <\/strong><\/h2>\n<p>After the release of Cuties on Netflix in September last year, the <a href=\"https:\/\/pro.similarweb.com\/#\/companyresearch\/websiteanalysis\/new-vs-returning\/netflix.com\/*\/840\/12m?webSource=Desktop\">website\u2019s returning visitors dropped by 5.3%<\/a>, yet new users increased by 5.4%. This shows that the <a href=\"https:\/\/www.similarweb.com\/blog\/investor\/stock-market\/netflix-cancellations-surge\/\">cuties controversy<\/a> drove traffic and new users to the site even as members pledged to cancel their subscriptions.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-76330 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/06\/DRI-Updates-New-vs-Returning-Feature-Netflix-Cuties-e1623162386436.jpg\" alt=\"website retention rate - Streaming platforms\" width=\"800\" height=\"475\" \/><\/p>\n<h2>Insight #5: Travel and hospitality sites<\/h2>\n<p>It\u2019s been a bumpy ride for the <a href=\"https:\/\/www.similarweb.com\/top-websites\/united-kingdom\/travel-and-tourism\/air-travel\/\">top airline sites<\/a> in the U.K. this past year, amid global lockdowns, and you can see new visitors nose-dive at the start of COVID-19\u00a0 in\u00a0 March &#8211; April 2020. Recovery starts to slowly pick up in the summer months (July &#8211; August), as consumers \u2018wait and see\u2019 before booking flights.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-76331 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/06\/DRI-Updates-New-vs-Returning-Feature-UK-Flights-e1623162520884.jpg\" alt=\"new vs returning visitors report - Travel and hospitality sites \" width=\"800\" height=\"475\" \/><\/p>\n<p>However, after the announcement of the U.K.\u2019s Lockdown Roadmap, <a href=\"https:\/\/www.similarweb.com\/top-websites\/united-kingdom\/travel-and-tourism\/\">traffic to travel websites<\/a> saw a huge surge. As the world reopens after the pandemic, you can use Similarweb to track and monitor the recovery in the travel industry.<br \/>\n<i><\/i><\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-76333 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/06\/DRI-Updates-New-vs-Returning-Feature-UK-Flights-Search-Terms-e1623162620462.jpg\" alt=\"Industry trends - Travel websites\" width=\"800\" height=\"475\" \/><\/p>\n<p><i>Get started with <\/i><b><i>New vs. Returning Users. <\/i><\/b><a href=\"https:\/\/pro.similarweb.com\/\"><i>Log in to our platform<\/i><\/a><i> to uncover fresh data and <a href=\"https:\/\/www.similarweb.com\/blog\/research\/market-research\/actionable-data\/\">actionable insights<\/a>.<\/i><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Whether you\u2019re a new or returning visitor to our site, you\u2019ll find this update useful! We\u2019re excited to announce the rollout of a brand new retention metric on Similarweb Web Intelligence platform called New vs. Returning Users. This new feature helps you analyze user retention metrics across any website. In just a few clicks, you\u2019ll [&hellip;]<\/p>\n","protected":false},"author":304,"featured_media":76310,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[6712,2809,6698],"tags":[],"class_list":["post-62842","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-product-updates","category-research","category-updates"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>New vs. Returning Visitors: Website Retention Data | Similarweb<\/title>\n<meta name=\"description\" content=\"Introducing our newest metric, New vs. Returning Users. Learn how to evaluate your audience retention and how you measure up to your competitors. 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