Embed Size (px)
Citation preview
1
Uncovering Data Driven Strategies for E-Commerce Marketing
@SimilarWeb
We will be starting at 12:00 pm GMT.
Use the Question Pane in GoToWebinar to Ask Questions
or email us at: [email protected]
2
Ariel Rosenstein \ Sr. Marketing Director
2
3
Agenda
@SimilarWeb
Benchmark your Industry
Map Out the Competition
Uncover Where Your Audience is Online
Discover Keyword Opportunities in Search
Learn how to Poach Traffic Using Referrals &
Organic Search
Reveal Affiliates You Never Knew About
Grow Your Market Abroad
Mobile Web Strategies
App Store Optimization
EVERYWEBSITE
EVERYMOBILE APP
RATING
ENGAGEMENT
APP STORE
CATEGORY
KEYWORDS
TRAFFIC METRICS
TRAFFIC SOURCES
AUDIENCE
INDUSTRY
CONTENT
IN 190+ COUNTRIES
Has All the Data
✓
✓
✓
✓
✓
✓
✓
✓
✓
✓
Our mission is to be the way businesses
DISCOVER DECIDE DEPLOY
their digital strategy.
Use SimilarWeb Insights to Discover, Decide & Deployat All Levels of Your Organization
Company Executives
Strategic Planning
Research Dept.
Opportunity Identification
Marketing Dept.
Competitive & Market Research
Sales & Service Dept.
Market Penetration Analysis
Investment/M&A
Opportunity Analysis & Due Diligence
Strategy
Competitive & Market Intelligence
Performance
SEO, SEM, Media Buying
Content
PR, Marcom, Social
Affiliates & Partners
Mining, Qualification, Tracking
Account Management
Client Research
Sales & Lead Development
Mining, Qualification,
Categorization
Size Matters…
When it Comes to Opportunity
726/05/2016
SImilarWeb.com
Understanding the Ecosystem is Crucial for Staying in the Game
Top 10,000 Clothing Shopping Sites UK
Source: SimilarWeb > Industry Analysis > Shopping > Clothing > UK > Category Audience > Overview > Traffic Sources >April 2016
Source: SimilarWeb > Industry Analysis > Shopping > Consumer Electronics > Traffic Sources > UK > April 2016
Source: SimilarWeb > Industry Analysis > Shopping > Wedding > Traffic Sources > UK > April 2016
Opportunity Varies by Vertical
Wedding sites receive 7x more traffic from Social than Consumer
Electronics sites
Shopping > Consumer Electronics
Shopping > Weddings
SImilarWeb.com
Benchmark Your Site Against the Industry
Source: SimilarWeb > Industry Analysis > Shopping > Clothing > Traffic Sources > March – May 2016 > UK
Top 100 Sites in the Clothing Industry
35.83%33.28%
16.35%
7.94%
3.01% 2.61%0.98%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Organic Search Direct Referrals Paid Search Social Mail Display Ads
The New World for E-CommerceMobile Matters
Source: SimilarWeb > Website Analysis > Traffic Sources > Overview > UK > April
SImilarWeb.com
Map Out the Competition
Source: SimilarWeb > Industry Analysis > Shopping > Clothing > Top Websites > April 2016 > UK
Traffic Leaders – April 2016 in the UK
Find Out Where Your Target Audience is Online
Inform media buying andre-targeting campaigns.
Identify new content partners.
Keep track of emerging competitors.
Source: SimilarWeb > Website Analysis > Asos.com > Audience Interests > March – May 2016> UK
SearchE-Commerce UK
How Competitive is the Market?Top down view
Are other forms of search
less competitive?
Source: SimilarWeb > Industry Analysis > Shopping > Clothing > Top Keywords> Search Traffic by Channel > April 2016 > UK
Clothing Category > UK
High % of paid
traffic indicates high
competition
Understand the Level of Competition
Total Search Traffic Organic Search Traffic Paid Search Traffic
Source: SimilarWeb > Industry Analysis > Shopping > Clothing > Category Leaders > Search > April 2016 > UK
Referral Traffic Social Traffic
Source: SimilarWeb > Industry Analysis > Shopping > Clothing > Leaders by Source > April 2016 > UK
Display Traffic E-Mail TrafficDirect Traffic
Discover Opportunities Across Channels
Keyword Market Share
Source: SimilarWeb > Website Analysis > Asos.com vs Next.co.uk > Traffic Sources > Search > Organic > March – May 2016 > UK > Search Term “dress”
Keyword Market Share
Source: SimilarWeb > Website Analysis > Asos.com vs Next.co.uk > Traffic Sources > Search > Organic > March – May 2016 > UK > Search Term “shoe”
20
Regular Search Is Not All That Matters
Image Search
Regular Search
Source: SimilarWeb > Website Analysis > Asos.com vs Lyst.com> Traffic Sources > Search > March – May 2016 > UK
The Importance of Image Search in a Competitive MarketSpotting Trends & Seasonality
Source: SimilarWeb > Industry Analysis > Top Keywords > Paid & Organic > Image Search > Sorted by Change > April 2016 > UK
Image Top Trending
Discover Trends in Your Industry
Paid & Organic Top Trending Paid Top Trending
Source: SimilarWeb > Industry Analysis > Shopping > Clothing > Top Keywords > Sorted by Change > April 2016 > UK
Organic Top Trending
26/05/2016 23
Poaching TrafficReferral & Organic
Reveal the Secrets of Your Competitors’ Success
July 2014
August 2015
Source: SimilarWeb > Website Analysis > SimilarWeb.com > Traffic Sources > Referrals > July 2014 vs August 2015 > “incomediary.com”
Discover Partnerships
Reveal the Affiliates You Never Knew About
Source: SimilarWeb > Website Analysis > Currys.co.uk vs Argos.co.uk > Traffic Sources > Display > March – May 2016 > UK
Grow Your Market Abroad
Source: SimilarWeb > Website Analysis > Asos.com vs Next.co.uk vs Castro.com > Traffic Sources > Referrals > January – June 2014 > Israel
Before Entering the Israeli Market
Learn Where and How to Reach your New Audience
After Entering the Israeli Market
Top Organic TrafficDiscover not-provided keywords for you and your competitors
Source: SimilarWeb > Website Analysis > Waterstones.com vs Barnesandnoble.com > Traffic Sources > Search > March 2016 – May 2016 > UK
Poaching Paid Traffic
See the Keywords Driving Traffic by Volume
Source: SimilarWeb > Website Analysis > Tesco.com > Traffic Sources > Search> March – May 2016 > UK > Search Ads
Discover the Search Ads for Keywords
Is Your Brand Where it Needs to Be?Ad Networks
Source: SimilarWeb > Website Analysis > Asos.com vs Newlook.com > Display Advertising > Ad Networks > March 2016 – May 2016 > UK
Is Your Brand Where it Needs to Be?Publishers
Source: SimilarWeb > Website Analysis > Asos.com vs Newlook.com > Display Advertising > Publishers > March 2016 – May 2016 > UK
Is Your Message Competitive?
Source: SimilarWeb > Website Analysis > Asos.com > Traffic Sources > Display Advertising > Advertising Creative > March – May 2016 > UK
Keyword“Black Bomber Jacket”
had a 237.97% increase in traffic from April to May
Mobile & Apps
Mobile Web is here
Source: SimilarWeb > Website Analysis > Asos.com vs Next.co.uk vs Zara.com > Website Audience > Overview > June 2015 – May 2016 > UK
Optimize with Mobile in Mind
Referrals Mobile vs. Desktop
Desktop Referrals Mobile Referrals
Source: SimilarWeb > Website Analysis > Asos.com vs Next.co.uk > Traffic Sources > Referrals > Mobile vs Desktop > March – May 2016 > UK
Optimize Your Funnel
Desktop Popular Folders Mobile Popular Folders
Track Competitors’ Percentage of Visitors on Product and Checkout Pages
Source: SimilarWeb > Website Analysis > Asos.com vs Next.co.uk > Website Content > Popular Pages > Popular Folders > Mobile vs Desktop > March – May 2016 > UK
Quick sales vs. lost opportunities
Source: SimilarWeb > App Analysis > Retention > Amazon Shopping vs Asos vs Argos > June 2015 – May 2016 > UK
Reach Customers on Apps
Source: SimilarWeb > App Analysis > Audience Interests > Asos App > June 2015 – May 2016 > UK
App Store Optimization (ASO)
Source: SimilarWeb > App Category Analysis > Shopping > Top Keywords > December 2015 – May 2016 > UK
Opportunities start with the data
• Use SimilarWeb to reveal the opportunities that you never knew about
• Use competitive and market intelligence to out-smart the competition
• Better understand your audience and how to find them online
• Use market intelligence to plan your strategy and act smarter in the competitive
e-commerce arena
Actionable Insights from SimilarWeb.
40
