[Webinar] Outmaneuver your E-commerce Competition with Data
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Transcript of [Webinar] Outmaneuver your E-commerce Competition with Data
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1Uncovering Data Driven Strategies for E-Commerce Marketing US
@SimilarWeb We will be starting at12:00 pm GMT.Use the Question Pane in GoToWebinar to Ask Questions or email us at:[email protected]
Hi Welcome to this SimilarWeb Webinar - Uncover Data Driven Strategies for Ecommerce Marketing1
Natasha Mosher \ Thought Leadership Marketing Manager
Ariel Rosenstein \ Sr. Marketing Director
My name is Natasha Mosher, I work here at SimilarWeb as a Marketing and Commmunications ManagerI am joined today by our Industry Expert and Senior Director of Marketing Ari Rosenstein
(Ari Introduces himself)2
EVERYWEBSITE
EVERYMOBILE APPRATING
ENGAGEMENT
APP STORE
CATEGORY
KEYWORDSTRAFFIC METRICS
TRAFFIC SOURCES
AUDIENCE
INDUSTRY
CONTENT
EVERY COUNTRY Has All the Data
Our DataOver 5B events/day(60k events per second)8 PhDs,100 Engineers and Big Data expertsInsights on 200MWebsites& 5M mobile appsCleaning, Categorizing & processingMachine-Learning &Prediction AlgorithmsInternational PanelCrawlingISP DataLearning SetGranularGlobalMulti-Device
AgendaDiscover who are your competitorsSpot trends and seasonality in your industryReveal where your audience is onlineLearn how to poach traffic through paid and organic searchOptimize your Mobile strategyHow to best reach your audience with Mobile Apps
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Understand the Ecosystem
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Get a Birds Eye View of the Market
SimilarWeb > Industry Analysis > Shopping > Overview > US > Jun Aug 2016
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Identify the Leaders on Mobile & Desktop
SimilarWeb > Industry Analysis > Shopping > Overview > Top Sites > Shopping > USA > Aug 2016
US Top 10 Desktop SitesShoppingUS Top 10 Mobile Web SitesShopping
Industry Analyzed: Shopping
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Discover Who YourCompetitors Are
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Company Analyzed:
Discover Your Competitors: Similar Sites
Use this list to create your own top down view of the industry.
SimilarWeb > Website Analysis > Asos.com > Competitors > Similar Sites > US > Jun Aug 2016
Similar Sites | Asos.com
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SimilarWeb > Website Analysis > Asos.com > Competitors > Keyword Competitors > US > Jun Aug 2016
Company Analyzed:
Discover Your Competitors: Paid & Organic Search
Use this list to create your own top down view of the industry.
Organic CompetitorsPaidCompetitors
SimilarWebsCustom Categoriesis live!This highly anticipated feature allowsyou to create your own, fully-customizable categories within theIndustry Analysismodule. Custom categories are composed entirely of the websites you choose, so you can track industries and markets that are most relevant to you and your business.WithCustom Categories,just like with the over 250 existing categories already available in theIndustry Analysismodule, you can see theTop Websites, discover the leaders for each traffic source, and learn about the top referring sites, social networks and keywords for the category youve created.
Suggestions for custom categories include:Direct Competitors: Track how you fare against your unique ecosystemBlue-Chip Category: Discover how the most successful players are driving trafficCompany Performance: Group different web properties belonging to a specific competitor (e.g., ebay.com, ebay.in, etc.)Partners Category: Track the performance of your suppliers, customers or affiliates
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Company Analyzed:
Discover Your Competitors: Customer Behavior
Use this list to create your own top down view of the industry.
SimilarWeb > Website Analysis > Asos.com > Website Audience > Audience Interests > Shopping > Clothing > US > Jun Aug 2016
Audience Interests | Asos.com
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Company Analyzed: Track How You Fare in Your Own Unique Ecosystem
See where you stand compared to other industry leaders in terms of traffic share and engagement.
Industry Analyzed: Shopping Clothing
Industry Analyzed: Custom Clothing
SimilarWeb > Industry Analysis > Custom Category Clothing > Top Websites > US > Jun Aug 2016
Industry BenchmarksTop Websites | Custom Clothing Category
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Find YourAudience
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SimilarWeb > Industry Analysis > Shopping > Custom Category Clothing > Traffic Sources > April 2016 June 2016 > USIndustry Analyzed: Shopping Clothing
Industry Analyzed: Shopping Clothing / WeddingFind Your Biggest Opportunity Based on Audience Size
Wedding Industry Traffic SourcesInsight: Search drives more traffic in the Wedding industry than Brands
Clothing Traffic Sources
Insight: Organic & Referrals account for almost 50% of all traffic
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Referral Traffic
DisplayPaid SearchOrganic SearchSocial Find Opportunities Across ChannelsIndustry Analyzed: Shopping Clothing
Industry Analyzed: Custom > Clothing
SimilarWeb > Industry Analysis > Shopping > Custom Category Clothing > Traffic Sources > May 2016 Jul 2016 > US
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Benchmark Against the Competition
Companies Analyzed:
SimilarWeb > Website Analysis > Traffic Sources > Overview > Shopstyle.com vs Lyst.com > US > May July 2016
SimilarWeb can help you identify competitors with goodengagement metrics, or alternatively, bad ones. By picking two or more leading competitors and running a comparative analysis on their site traffic, you can get a general understanding about what works and what doesnt, based on metrics likebounce rateandtime-on-siteThe engagement from direct traffic tells us that ShopStyle is doing a much better job when it comes to branding. Following up on these branding activities, including offline ones, will help us understand which steps to take in that space.
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Uncover Trends & Seasonality
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Optimize for Peak Shopping DaysSimilarWeb > Website Analysis > Gap.com > Traffic Sources > Overview > US > May Aug 2016Memorial Day
Company Analyzed:
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Organic SearchTop Trending Keywords
SimilarWeb > Industry Analysis > Shopping > Custom Category Clothing > Top Keywords > Jun Aug 2016 > USIndustry Analyzed: Custom Category ClothingImage SearchTop Trending Keywords
Spot Trends in the Industry
Find new ideas for SEO content, marketing campaigns and products
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Poach Traffic inOrganic & Paid Search
Competitive intelligence is key for any retailerGetting a better understanding of the ecosystem around you and who you're the leaders in the industry offers you a benchmark are the ability to see how you stack up the the competition
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Company Analyzed:
Enrich Your PPC Campaigns with Competitors Misspelled Domains
SimilarWeb > Website Analysis > Abercrombie.com > Traffic Sources > Search > US > July Aug 2016Top Keywords | Abercrombie.com
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How Competitive is the Market?
Industry Analyzed: Shopping Clothing
Industry Analyzed: Custom Clothing
Insight: High % of paid traffic indicates high competitionTop Organic Search SitesClothingTop Paid Search SitesClothing
SimilarWeb > Industry Analysis > Shopping > Custom Category Clothing > Traffic Sources > April 2016 June 2016 > US
Compared to most industries we can see that the percentage of paid traffic for Clothing is super high this indicates that there is a lot of competition Whats interesting here is that there is opportunity for smaller players to break into the industry across another channel23
SimilarWeb > Website Analysis > Llbean.com > Traffic Sources > Search > Search Ads > May July 2016 > USCompany Analyzed:Inform Your PPC Campaigns
10 Ten Paid Keywords | Llbean.comSearch Ads | Llbean.com
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Source: SimilarWeb > Website Analysis > Walmart.com vs Target > Traffic Sources > Search > Paid > July Aug 2016 > USCompany Analyzed:Insight: Walmarts longtail keyword strategy is outdoing that of Target
Paid Search Traffic Share | Walmart.com vs. Target.comTrack your PPC Share Against your Competitors
Interestingly, walmart school supplies is the sites top back-to-school related keyword, showing extremely strong brand recognition. This means that to get to Walmarts website, American shoppers are more likely to type in Walmart school supplies as opposed to the shorter and more intuitive school supplies. If you are successful at branding yourself as a back-to-school retailer, consumers will take notice.25
SimilarWeb > Website Analysis > Walmart.com > Traffic Sources > Search > July 26 Aug 22 2016 > USCompany Analyzed:Plan Your Organic Long Tail Keyword Strategy\
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Define Your SEO & Content Strategy
SimilarWeb > Website Analysis > Macys vs Nordstrom > Traffic Sources > Search > dress > US > Aug 2016
Companies Analyzed:Organic Search Traffic Dress
Search Traffic ShareMacys.com vs Nordstrom.com
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Uncover Other Forms of Search that are Less CompetitiveSimilarWeb > Industry Analysis > Shopping > Clothing > Top Keywords > May 2016 Jul 2016 > US Industry Analyzed: Shopping Clothing
Industry Analyzed: Shopping Clothing
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29Regular Search Is Not All That MattersImage SearchRegular SearchSimilarWeb > Website Analysis > Shop.Nordstrom.com vs. Lyst.com > Traffic Sources > Search > USA > April 2016 June 2016
Insight: Using Image Search Lyst.com has managed to poach traffic share away from Nordstrom.com
Companies Analyzed:
Discover Partnerships & Outreach Opportunities
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Find Potential PublishersUnderstand how your audience surfs the web
Company Analyzed:
SimilarWeb > Website Analysis > Audience Interests > Footlocker.com > US > August 2015 to July 2016
Audience Interests News & MediaFootlocker.com
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Qualify the Best Affiliates & Partner Sites
Companies Analyzed:
SimilarWeb > Website Analysis > Referrals > Footlocker.com vs FinishLine.com > US > August 2015 to July 2016Insight:In May 2016 Slickdeals accounted for 29% of referral traffic
Insight:Finishline referral traffic doubled from April to May 2016
Referral Traffic Share | April 2016Referral Traffic Share | May 2016Referral Traffic Share | Footlocker.com vs Finishline.com
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Discover if Your Brand is Where it Needs to Be
Competitive intelligence is key for any retailerGetting a better understanding of the ecosystem around you and who you're the leaders in the industry offers you a benchmark are the ability to see how you stack up the the competition
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Increase Your Social TrafficInsight: From May to June Shopstyle increased its traffic from Social
Companies Analyzed:SimilarWeb > Website Analysis > Shopstyle.com vs Lyst.com > Traffic Sources > Display > Publishers > Feb July 2016
Social Traffic | April May 2016
Social Traffic | May June 2016
Social Traffic | Shopstyle.com vs Lyst.com
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Is Your Message Competitive?
SimilarWeb > Website Analysis > Shopstyle.com > Traffic Sources > Display Advertising > Ad Creative > June Aug 2016 > US
Company Analyzed:
Display Ads | Shopstyle.com
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Is Your Brand Where it Needs to Be?
Companies Analyzed:
SimilarWeb > Website Analysis > Shopstyle.com vs Lyst.com > Traffic Sources > Display > Publishers > Aug 2015 Jul 2016 > US
Display Publishers | Shoptsyle.com vs Lyst.com
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Grow Your Market Abroad
Competitive intelligence is key for any retailerGetting a better understanding of the ecosystem around you and who you're the leaders in the industry offers you a benchmark are the ability to see how you stack up the the competition
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Grow Your Market Abroad
SimilarWeb > Website Analysis > Asos.com vs Next.co.uk vs Castro.com > Traffic Sources > Referrals > January June 2014 > IsraelBefore Entering the Israeli Market
Referral Traffic | Asos.com vs Next.co.uk vs Castro.comAfter Entering the Israeli Market
Companies Analyzed:
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Optimize forMobile
Competitive intelligence is key for any retailerGetting a better understanding of the ecosystem around you and who you're the leaders in the industry offers you a benchmark are the ability to see how you stack up the the competition
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:SimilarWeb > Website Analysis > Bestbuy.com > Traffic Sources > Overview > Aug 2015 July 2016 > US
Company Analyzed:Mobile Web User Traffic & Engagement
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Optimize Your Content for Mobile
Desktop Popular Folders Bestbuy.com
https://pro.similarweb.com/#/website/content-popular/bestbuy.com/*/999/1m?webSource=Desktop&selectedTab=folders&selectedSite=bestbuy.com41
Comparison Shopping?Comparison Shopping?Optimize your Content for MobileMobile Popular Folders Bestbuy.com
https://pro.similarweb.com/#/website/content-popular/bestbuy.com/*/999/1m?webSource=Desktop&selectedTab=folders&selectedSite=bestbuy.com42
Mobile Referral Categories Bestbuy.com vs Newegg.com
SimilarWeb > Website Analysis > Bestbuy.com vs Bhphoto.com> Traffic Sources > > Referrals > Aug 2015 July 2016 > US
Discover The Best Partners For Mobile
Companies Analyzed:
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Reach Customers onMobile Apps
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SimilarWeb > App Category Analysis > > Category Analysis > Leaderboard > Shopping > March 2016 > Aug 2016 > USApp Category Analyzed: Shopping
Mobile Apps are CompetitiveTop Google Play apps in United States | Shopping | Top Free
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Reach Customers Through Their App Interests
Source: SimilarWeb > App Analysis > Audience Interests > Asos App > US > March Aug 2016
Company Analyzed:
Audience Interests | Asos App
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Target the Best Time to Reach Customers on Apps
Source: SimilarWeb > App Analysis > Asos.com > App Engagement > Usage Patterns > March Aug 2016 > US
Company Analyzed:
Insight: Asos customers are most likely to use the app in the evening at 10pm
Insight: Asos customers are shopping for clothes most midweek on WednesdayApp Usage Patterns| Asos App
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App Store Optimization (ASO)
Source: SimilarWeb > App Category Analysis > Top Keywords > Shopping > March 2016 > Aug 2016 > USApp Category Analyzed: Shopping App Top Keywords |Shopping
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DecideDeploySimilarWeb Custom ReportsConversion & Funnel AnalysisBrand Market LandscapeIn-Site SearchAudience AnalysisLead Generation Reports
Thank [email protected]
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