Post on 26-Jan-2015
description
How to get traffic for website.
Part I. Counterintelligence
VS
Татьяна Козловскаяhttps://www.facebook.com/Kozlovskaya.Tatiana
Sunday, January 19, 2014
Input:We analyze traffic sources of competitors of diaries and notebooks producer Legami (www.legami.com). Alleged task - expansion to the American market.
As the main competitor was selected the Moleskine brand(www.moleskine.com)
Site traffic analytics services used for this survey:
www.alexa.com www.ahrefs.com
www.similarweb.com
www.semrush.com
www.1pagerank.com
Sunday, January 19, 2014
https://ahrefs.com/
We should pay attention to the amount of external pages that contain links to the study website.Competitor has about 300,000 backlinks, Legami site has about 8,000.It shows the enormous gap in information support of brands.
Sunday, January 19, 2014
https://ahrefs.com/
The analysis of keywords, leading users to the sites, says that Legami is optimized almost just for the Italian market.Also, users come to Moleskine website using specific request - "notebook + notebooks", Legami has find through searching request "accessories and office supplies", which reduces the likelihood of purchase immediately on website.
Sunday, January 19, 2014
https://ahrefs.com/
The service allows you to see the number of new links leading to competitor's site and removed pages that had links to it. This information is useful for tracking competitor activity or media that mention it.
Sunday, January 19, 2014
https://alexa.com/
Set a country of analysis
Since a traffic from Legami.com turned out insufficient for processing, we chose another competitor in the same category of goods - brand Piccadilly.
We can compare the depth of viewing of competitors' sites, time spent on the website (the more, the higher the probability of purchase), the position of brands in social networks.
Sunday, January 19, 2014
https://similarweb.com/
Data for the last 3 months, indicates that the site of Moleskine found mainly through direct search or through links from other resources, leading to the website.
Sunday, January 19, 2014
https://similarweb.com/
Unlike Moleskine website, which has a stable visits growth chart, we see that the traffic to the Legami site is exposed to ups and downs.
Sunday, January 19, 2014
https://similarweb.com/
If our goal is to enter the U.S. market, we can see how strong the position of our competitor there. This will help to calculate more accurately the budget for promotion.
Sunday, January 19, 2014
https://similarweb.com/
Similarweb not only allows you to see whence visitors came to a competitor, but also where the audience goes directly from the website. The first line is Trk.cp20.com - mailing service, which obviously has been used for attracting visitors. We see what kind of promotion tools use competitor and maybe to try them also.Obviously, visitors of Moleskine go to Amazon for the purchase and to Pinterest for more pictures.
Sunday, January 19, 2014
https://similarweb.com/
You should pay attention not to the traffic that comes from a particular social network, but to the total share of the traffic from social networks. Is it reasonable to invest big budgets in social networks with such kickback?
Sunday, January 19, 2014
https://similarweb.com/
Interestingly, why Legami focused on the audience with sporting interests?
Sunday, January 19, 2014
https://similarweb.com/
The analyze of Legami website completely failed due to low traffic.
If the resource has not enough data for analysis, it explains the reason or gives advice, such as "ask your clients or business partners to put links to your site"
Sunday, January 19, 2014
https://semrush.com/
By this service you can find positions of competitors in different countries.
Sunday, January 19, 2014
https://semrush.com/
Semrush shows traffic from search engines and advertising campaigns. As you can see, Legami didn't have advertising campaign quite long.Fall of search traffic is obviously connected with the summer season.
Sunday, January 19, 2014
https://semrush.com/
The brand Moleskine has increasing search traffic closer to the beginning of the stationery sales season.Furthermore, if we set the task to achieve similar positions in the U.S. market, we see a budget we have to spend.
Sunday, January 19, 2014
https://1pagerank.com/In such amount 1pagerank valued Legami website based on its traffic.
The exact number of unique visitors per day, and quantity of pages they have visited.
Sunday, January 19, 2014
https://1pagerank.com/A value assigned to Moleskine website is significantly higher.
The ratio of the number of visitors to the number of viewed pages shows that the website of Moleskine has a good content. The brand Legami should explore this strong side of competitor.
Sunday, January 19, 2014
https://1pagerank.com/
Feedback from social networking for both brands is not impressive.
Sunday, January 19, 2014
Conclusions:The ratio of the number of visitors to the number of viewed pages shows that the website of Moleskine has a good content. Users spend more time there, learning a product. The analysis of competitor's traffic showed us the advantages - better optimization of the site for searching engines.
The brand Legami should pay great attention to the content on the site. The received information indicates that the user is not interested in the website.
We saw the problem of a small number of brand mentions on third-party resources that can be solved by publishing interesting articles and asking customers and partners to write product reviews .
We were able to see that the main traffic comes from the search engines and found a budget that needed to be spent to reach positions close to a competitor.
Our competitor is aimed to audience with other interests and its strategy is more successful, that encourages to try new variants of advertising campaigns.
Sunday, January 19, 2014