This updated review explains why web metrics - unique visitors and return frequency - still matter when evaluating online brokerages. It recommends combining traffic data with product features, fees, and corporate stability. The article notes market consolidation (e.g., Schwab/TD Ameritrade, Morgan Stanley/E*Trade) and suggests tailoring broker choice to individual needs rather than relying on a single ranking.

Why size and return visits still matter

Choosing an online broker starts with two simple signals: how many people visit a site and how often those visitors come back. High traffic suggests broad awareness; strong return visits indicate the platform delivers ongoing value. Analysts use metrics such as unique visitors (UV) and visit frequency to surface sites that attract and keep retail investors.

Third-party web analytics (for example, Similarweb and Statista) and broker disclosures give the raw data, while consumer surveys add context on usability and satisfaction. Use both kinds of information: traffic shows reach, retention hints at product fit, and surveys reveal the user experience.

What to measure today

  • Unique visitors - initial reach and marketing pull.
  • Return frequency - how often customers reuse the platform for trading or account management.
  • Product depth - order types, research, retirement and tax-advantaged accounts.
  • Costs and transparency - commission structures, margin rates, and hidden fees.
  • Regulatory and corporate stability - recent mergers or ownership changes can affect service and pricing.
Industry consolidation changed the landscape: firms such as Charles Schwab (which acquired TD Ameritrade) and Morgan Stanley (which acquired E*Trade) reshaped market share and product lines. Newer entrants, especially mobile-first apps, continue to attract active retail traders.

How to use rankings without mistaking noise for signal

Rankings based solely on raw traffic can mislead. A platform with heavy marketing may get many first-time visitors but still struggle to retain them. Conversely, a specialized broker with fewer visitors can deliver superior tools for active traders or specific asset classes.

Look for composite or "core" scores that combine traffic, retention, product set, customer satisfaction and fees. Those multi-factor views better indicate which brokers are broadly competitive.

A practical shortlist approach

Rather than assuming a single "best" broker, create a shortlist based on your needs: low costs and retirement planning (large incumbents like Schwab, Fidelity, Vanguard), mobile trading and fractional shares (apps like Robinhood and SoFi), or advanced order types and international access (Interactive Brokers). Check current traffic and retention reports from a reputable analytics provider before deciding. 1

Bottom line

Traffic and return-visit metrics are useful starting points for evaluating online brokerages, but they're not the whole story. Combine web analytics with up-to-date fee schedules, product comparisons, and recent corporate developments to choose the platform that fits your investing goals.
  1. Verify current traffic and return-visit rankings for major brokerages from Similarweb or an equivalent analytics provider.
  2. Confirm up-to-date ordering of largest brokerages by client assets (AUM) from SEC filings, company reports, or Statista.
  3. Verify historical details and dates for major acquisitions (e.g., Schwab/TD Ameritrade, Morgan Stanley/E*Trade) against official company press releases or reputable news coverage.

FAQs about Online Trading Review

Do high site visits mean a broker is better?
Not necessarily. High visits indicate awareness but not satisfaction. Check return-visit rates and customer reviews to see whether people keep using the platform.
What metrics should I compare across brokers?
Compare unique visitors, return frequency, fees, available account types, research/tools, and any recent ownership changes or regulatory issues.
Have industry mergers changed which brokers are best?
Yes. Major acquisitions have reshaped product offerings and market share. Evaluate the current firm and platform rather than an acquired brand name.
Where can I find traffic and retention data?
Reputable web analytics firms (for example, Similarweb and Statista) publish traffic and engagement estimates; broker annual reports and investor presentations also disclose useful metrics.
How should I choose a broker if I’m a beginner?
Prioritize low fees, easy account setup, educational resources, and responsive customer support. Use traffic and retention data as one of several inputs.