What Drives IR Website Traffic? (Infographic)


With Question 4 of the 2017 Shareholder Communications 365 Study, we learned that only 20% of institutional investors visit your investor relations website to read your news releases. Additionally, the Rivel Research study also confirmed that 75% of institutional investors want your earnings release (in full) in the work terminal. So why are they visiting your IR website?

Is tangible data the draw to your IR site – or are institution investor looking for more soft, intelligence?    

Question 5:

What Drives IR Website Traffic (Infographic)

This question and its answer always seem counter intelligent to me. Part of the pitch for selling an IR website (since the dawn of time) has been to “express your financial brand and narrative.” Institutional investors live within their Bloomberg-type terminals and have all the data times five.

Perhaps the issue is the definition of “tangible.” The verbatim comments may offer up a clue. 

  • Product lines, product descriptions
  • Typically to follow up on news
  • The company website as a whole is valuable. I go to the investor relations section of the website to access company calls and presentations.
  • Investor presentation, research papers, management team
  • Event presentations and read management’s statements from the earnings call.
  • Presentation materials to better understand business model and economic drivers

PR Newswire hosts over 780 IR and PR websites for clients.

Read question 4. Question 6 coming soon.


About the Shareholder Communications 365 Study

Now in its fifth year, this exclusive study asks investors 30 tactical questions regarding how they consume your shareholder communications content. Beyond the IR website, we asked about earnings calls, annual reports, news releases and overall transparency. From these tactical answers, IR teams can sculpt their shareholder communications efforts and budget.

Since 2012, the study has evolved. Initially, it was predominantly retail investor-based. In 2016 we added a Wall Street v Main Street comparison (CLICK HERE). This year, per client discussions, we cut to the chase: 3,780 responses from 100% institutional investors.

About the Author: Bradley H. Smith, a self-confessed connoisseur of IR websites, is Director of Marketing and Shareholder Communications at PR Newswire / Cision. 

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