elle.com.au vs variety.com
Market traction comparison · Updated Jul 2026
| elle.com.au | variety.com | Leads | |
|---|---|---|---|
| Monthly Visits | 1.3M | 39.5M | variety.com |
| Bounce Rate | 54.4% | 50.8% | variety.com |
| SEO & Keywords | 30 | 30 | Tie |
| Domain Age | — | 29y 11m |
variety.com leads in 2 of 3 dimensions, while elle.com.au leads in 0.
Growth Momentum
| elle.com.au | variety.com | Leads | |
|---|---|---|---|
| Monthly Visits | 1.3M | 39.5M | variety.com |
| MoM Change | +41% | +19% | elle.com.au |
| Avg. Session | 0m55s | 1m27s | variety.com |
| Pages / Visit | 1.7 | 2.8 | variety.com |
Growth Momentum · Insight
elle.com.au is growing faster (+41%) but visitors stay 1.6x shorter (0m55s vs 1m27s). Rapid growth with declining engagement depth often signals lower-quality traffic or shallow product usage.
Acquisition Strategy
| elle.com.au | variety.com | Leads | |
|---|---|---|---|
| Primary Channel | Search 76% | Direct 45% | |
| Bounce Rate | 54.4% | 50.8% | variety.com |
| SEO & Keywords | 30 | 30 | — |
Keyword Overlap Rate: 5%
Acquisition Strategy · Insight
elle.com.au acquires users primarily through Search (76%), while variety.com relies on Direct (45%). This reflects fundamentally different go-to-market strategies — variety.com's higher direct traffic suggests stronger brand recognition or product-led growth, while elle.com.au's search reliance means growth is more scalable but more vulnerable to algorithm changes.
Business Maturity
| elle.com.au | variety.com | Leads | |
|---|---|---|---|
| Domain Age | — | 29y 11m | |
| Registered | — | Sep 1996 | |
| Expires | — | Sep 2026 |
Market Position
| elle.com.au | variety.com | Leads | |
|---|---|---|---|
| Global Rank | — | #1.3K | |
| Category Rank | — | #35 |
elle.com.au only
variety.com only
Market Position · Insight
Each has untapped markets the other serves: elle.com.au could expand into Germany, France, while variety.com could target Australia, India.
Key Takeaways
- •elle.com.au is growing +41% while variety.com grows +19%. At current trajectory, elle.com.au could close the traffic gap within 5 months.
- •elle.com.au is growing faster (+41%) but visitors stay 1.6x shorter (0m55s vs 1m27s). Rapid growth with declining engagement depth often signals lower-quality traffic or shallow product usage.
- •elle.com.au acquires users primarily through Search (76%), while variety.com relies on Direct (45%). This reflects fundamentally different go-to-market strategies — variety.com's higher direct traffic suggests stronger brand recognition or product-led growth, while elle.com.au's search reliance means growth is more scalable but more vulnerable to algorithm changes.
- •variety.com receives 30.8x more monthly traffic than elle.com.au (39.5M vs 1.3M).
- •Both are growing, with elle.com.au accelerating faster at +41% vs +19%.
- •variety.com keeps visitors significantly longer (1m27s avg session vs elle.com.au's 0m55s), suggesting deeper product engagement or stickier content.
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Report based on data from July 2026