login.gov vs nj.com
Market traction comparison · Updated Jul 2026
| login.gov | nj.com | Leads | |
|---|---|---|---|
| Monthly Visits | 52.8M | 12.0M | login.gov |
| Bounce Rate | 18.0% | 59.9% | login.gov |
| SEO & Keywords | 30 | 30 | Tie |
| Domain Age | 10y 3m | 31y 10m | nj.com |
login.gov leads in 2 of 4 dimensions, while nj.com leads in 1.
Growth Momentum
| login.gov | nj.com | Leads | |
|---|---|---|---|
| Monthly Visits | 52.8M | 12.0M | login.gov |
| MoM Change | +5% | -5% | login.gov |
| Avg. Session | 13m15s | 1m52s | login.gov |
| Pages / Visit | 6.0 | 2.6 | login.gov |
Growth Momentum · Insight
nj.com is losing traffic (-5%) despite 12.0M monthly visits. login.gov's +5% growth puts it on a trajectory to overtake.
Acquisition Strategy
| login.gov | nj.com | Leads | |
|---|---|---|---|
| Primary Channel | Direct 56% | Direct 44% | |
| Bounce Rate | 18.0% | 59.9% | login.gov |
| SEO & Keywords | 30 | 30 | — |
Keyword Overlap Rate: 18%
Acquisition Strategy · Insight
login.gov acquires users primarily through Direct (56%), while nj.com relies on Direct (44%). This reflects fundamentally different go-to-market strategies — login.gov's higher direct traffic suggests stronger brand recognition or product-led growth, while nj.com's search reliance means growth is more scalable but more vulnerable to algorithm changes.
Business Maturity
| login.gov | nj.com | Leads | |
|---|---|---|---|
| Domain Age | 10y 3m | 31y 10m | nj.com |
| Registered | May 2016 | Oct 1994 | |
| Expires | Apr 2027 | Oct 2027 |
Business Maturity · Insight
nj.com has been in the market for over a decade, indicating established presence.
Market Position
| login.gov | nj.com | Leads | |
|---|---|---|---|
| Global Rank | #676 | #5.5K | login.gov |
| Category Rank | #3 | #62 | login.gov |
login.gov only
nj.com only
Market Position · Insight
Each has untapped markets the other serves: login.gov could expand into Germany, Australia, while nj.com could target Mexico, Puerto Rico.
Key Takeaways
- •nj.com is losing traffic (-5%) despite 12.0M monthly visits. login.gov's +5% growth puts it on a trajectory to overtake.
- •login.gov acquires users primarily through Direct (56%), while nj.com relies on Direct (44%). This reflects fundamentally different go-to-market strategies — login.gov's higher direct traffic suggests stronger brand recognition or product-led growth, while nj.com's search reliance means growth is more scalable but more vulnerable to algorithm changes.
- •login.gov receives 4.4x more monthly traffic than nj.com (52.8M vs 12.0M).
- •login.gov is growing (+5%) while nj.com is declining (-5%).
- •login.gov keeps visitors significantly longer (13m15s avg session vs nj.com's 1m52s), suggesting deeper product engagement or stickier content.
- •login.gov has a 42 percentage point lower bounce rate (18% vs 60%), indicating better landing page relevance or more targeted traffic.
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Report based on data from July 2026