{"id":76846,"date":"2021-06-22T16:07:02","date_gmt":"2021-06-22T16:07:02","guid":{"rendered":"https:\/\/www.similarweb.com\/corp\/?p=76846"},"modified":"2025-03-24T13:37:13","modified_gmt":"2025-03-24T13:37:13","slug":"scorecards-trends","status":"publish","type":"post","link":"https:\/\/www.similarweb.com\/blog\/research\/business-benchmarking\/scorecards-trends\/","title":{"rendered":"Historical Trend Analysis: Benchmarking to Build a Digital Strategy"},"content":{"rendered":"

If your company grew its digital market share<\/a> by 10%, but the industry grew by 20% year-over-year (YoY), then how do you know if you are on track to win your market? Or vice versa, your industry fell by 10% but your company only lost 2% of market share? Are you in good shape or do you need to embrace change?<\/p>\n

Knowing industry benchmarks can help steer your digital strategy<\/a> in the right direction, keep your executive leadership team up-to-speed on market dynamics<\/a>, and accelerate your digital growth.<\/p>\n

However, gathering this information can take time and quickly becomes outdated if you aren\u2019t continuously monitoring traffic and engagement metrics<\/a> over time. That\u2019s where a digital scorecard<\/b> comes in handy. It\u2019ll track your industry and competitive benchmarks<\/a> in real time so you\u2019re always in the know about who\u2019s winning your market. For example, if you are only analyzing last year\u2019s industry performance, how can you ensure you are benchmarking<\/a> to pre-pandemic levels and accurately anticipate market recovery?<\/p>\n

By looking into historical data trends, you can measure your website performance<\/a> relative to industry norms. For example, what was happening in the market before COVID-19 hit. With these insights, you can build a baseline for digital performance and strengthen your decision-making process, plus analyze how the market evolves and takes shape over time.<\/p>\n

Digital scorecards in action: How markets evolved pre and post-pandemic<\/h2>\n

Last year was off the charts. Quite literally. Industry trends were unpredictable, to say the least as COVID-19 shut down the world. And while some industries such as web conferencing, eCommerce, and news and media reaped benefits from the sudden surge of online traffic, others, such as travel and hospitality, practically nose-dived. But what do they look like now? And how does this compare to pre-pandemic levels?<\/p>\n

Using digital scorecards of historical data, we look back at how industries have evolved over the last couple of years,\u00a0 to track industry performance and understand what the market looked like then and now.<\/p>\n

Industry performance digital scorecards<\/h2>\n

Below we review leading industries such as eCommerce, Travel, Publishers and Media, Digital Job Classifieds, Online Gaming, and Financial Services, benchmarking the following metrics: average monthly visits, visit duration, bounce rate<\/a>, and device distribution.<\/p>\n

\"Digital<\/p>\n