Recall-Related Search Traffic Hits Mattel.com
Ah, traffic – almost every site wants more of it, unless, of course, the traffic consists of angry or concerned ex-customers. Data from Hitwise reveals that Mattel’s official site received quite a few visits following a toy recall.
It’s easy to guess where the people came from; Hitwise UK’s Robin Goad confirmed, “News and media websites accounted for a third of all traffic sent to Mattel.com last week, with BBC News accounting for 22.98% of upstream traffic alone.” One possible explanation: parents were hearing about the 18 million recalled toys, and then looking for the complete list of items.
Another possibility: investors were hearing about the 18 million recalled toys, and then looking for a way out. “Mattel’s stock fell following the recall announcement, and in response the company posted a link to shareholder.com on its homepage,” noted Goad. “Nervous investors must have appreciated this approach, as shareholder.com was the most popular website visited after Mattel’s homepage last week, accounting for 32.04% of downstream traffic.”
Yikes. And Mattel’s problems were also visible in terms of search queries. “Of the 20 top search terms containing the word ‘recall’ in the past four weeks, 16 were related to Mattel, its brands or toys in general,” the Hitwise blog continued.
This sort of thing definitely defies the adage “any publicity is good publicity.”