Search is main source of visitors for many e-cig sites

Search is the key driver of Website traffic for many U.S. online e-cigarette vendors, according to new ECigIntelligence research.

Traffic patterns for online retailers who sell multiple brands of cigalikes, e-liquid, tanks, and mods show high levels of Web traffic originating from organic search – but little from direct visits by consumers who already know their Web address.

This appears to suggest that sites selling multiple brands are strategically investing in search engine marketing, and that consumer loyalty to these retailers is not strong.

By contrast, only a few online vendors – typically those selling a single brand of cigalikes, with a strong advertising and offline retail presence as well as compelling brand-building content – are generating substantial traffic from direct visits by U.S. consumers.

For some of these, however, nearly 50% of total Website traffic originates from direct visits, suggesting they enjoy far more consumer loyalty and awareness than the multi-brand sites.

The ECigIntelligence research also highlights churn in the online market, where only three Websites ranked in the top ten most-visited last year remain there in 2015.

The detailed insight into traffic patterns on top U.S. e-commerce sites for e-cigarettes comes in a new report from ECigIntelligence, available to Silver, Gold and Platinum subscribers.

A separate, complementary report investigates U.S. online pricing and finds that in nearly all e-cigarette product categories there has been a significant downward trend over the last 12 months.

– Barnaby Page ECigIntelligence staff

Photo: Brittney Buckley

Barnaby Page

Editorial director

Before joining ECigIntelligence in early 2014 as one of its first employees, Barnaby had a 30-year career as a reporter and editor for newspapers, magazines and online services, working in Canada, the US and the Middle East as well as his current British location. He has edited publications covering fields including technology and the advertising industry, and was launch editor of the first large daily online news service in the British regional media. Barnaby also writes on classical music and film for a number of publications. Barnaby manages the editorial and reporting teams and works closely with the analyst teams, to ensure that all content meets high standards of quality and relevance. He also writes for the site occasionally, mostly on science-related issues, and is a member of the Association of British Science Writers.