INTERNATIONAL CLIENT ACQUISITION - TextMaster · PDF fileINTERNATIONAL CLIENT ACQUISITION: The Top Channels per Country Conducted by. 2 TABLE OF CONTENTS Introduction Executive Summary

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INTERNATIONAL CLIENT ACQUISITION:The Top Channels per Country

Conducted by

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TABLE OF CONTENTS

Introduction

Executive Summary

Traffic Distribution by Country

Traffic Distribution by Industry

UK & US Differences

Most Popular Social Media

Organic vs Paid Search by Industry

Top 5 Keywords by Industry

Top Referring Websites

Business Implications

About the Data

About SimilarWeb & TextMaster

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4

5

6

7

9

10

11

13

15

17

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INTRODUCTIONCompanies rely on their digital marketing more heavily than ever, making it vital to understand the online

behavior of customers. While having a digital presence comes with its own set of challenges, it also makes it possible to conduct a detailed analysis. Marketers are constantly exploring new customer

acquisition channels, from paid to organic reach. The high cost of customer acquisition means that

marketers need to understand which channel is most effective, which can vary significantly by industry.

This report explores traffic sources in general as well as taking an in-depth look at 3 of the most digital industries: fashion, apps, and news & entertainment.

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Display ads generate 7 times more traffic for the fashion

industry (7.36%) compared to apps (0.74%) and news &entertainment (1.23%).

Search traffic generates almost half of app traffic (46%)

compared to only 29% for news & entertainment, and33% for fashion.

Social networks are a significant source of traffic for the

news & entertainment industry (19%) but is minimal forthe fashion industry (5%) and apps (3%)

EXECUTIVE SUMMARYIn general, direct traffic is the most popular source of visitors, followed closely by search and referral. When looking

specifically at 3 of the most online industries – fashion, apps, and news & celebrities – visitors come more often throughsearch engines rather than visiting websites directly.

Consumer behavior is significantly different in each

country in terms of search, direct and referral traffic,showing the importance of having country-specific

acquisition strategies.

Facebook is the top social network across industries,followed by Reddit, Twitter and Pinterest.

Paid search generates the most am ount of traffic for

fashion companies (14%) but is minimal for apps (3%)and news & entertainment industries (0.43%).

OTHER KEY FINDINGS

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DIRECT TRAFFIC DOMINATESThe data illustrates that traffic sources are relatively similar across countries, with the majority coming from direct traffic,

followed by traffic from search and referrals. In Germany, Internet users exhibit a preference for accessing brands throughdirect traffic as opposed to using search engines.

0%

10%

20%

30%

40%

50%

Direct Search Referral Social Disp. Ads Mail

TRAFFIC BY COUNTRY

Germany

France

Italy

UK

USA

Worldwide

Data by SimilarWeb.com

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ONLINE INDUSTRIES RELY MORE ON SEARCH TRAFFICWhile there are few traffic distribution differences

between countries, traffic distribution for industriespaint a much different picture. These three

industries, which have a strong online presence, rely

more on search traffic than on direct traffic.

For app websites, search traffic accounts for almost

half of their visitors, while for websites about news &

entertainment, search traffic makes up only one third

of their visitors. This is due to the fact that manynews websites rely on social sharing to attract

readers, a significantly higher share than other

industries (19%). Surprisingly, the fashion industryonly receives slightly more than one third of their

traffic from search.

0%

10%

20%

30%

40%

50%

Direct Search Referral Social Disp. Ads Mail

TRAFFIC BY INDUSTRY

Fashion Mobile apps News & entertainment


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0%

10%

20%

30%

40%

50%

Direct Search Referral Social Display ads

Email

MOBILE TRAFFIC SOURCES

Germany UK US France Italy

COUNTRY DIFFERENCES

When breaking down the data further, some

significant differences can be seen betweencountries for mobile traffic sources. Websites in

this industry gain the most amount of visitors

through search traffic, especially in Italy (50%),

followed by direct traffic.


8

0%

10%

20%

30%

40%


Email

FASHION TRAFFIC SOURCES


0%

10%

20%

30%

40%


Email

NEWS & ENTERTAINMENTTRAFFIC SOURCES


The most significant differences can be seen in

the search and referral traffic. Referral traffic istwice as important in the US (30%) than in the

UK (16%) and France (13%). Direct traffic is

more popular in the US and UK, while France

has an extremely high level of search traffic(38%).

More Internet users in the UK (42%) and France

(39%) use search engines to get to fashionwebsites compared to Internet users in other

countries. Direct traffic was the most popular

in Germany (36%) and display ads were most

effective in Italy (11%).


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FACEBOOK IS CLEAR WINNER

While Facebook is the most popular source of traffic

across all industries, the second and third largestsources varied significantly. The data illustrates that

Reddit is in fact an important place for gaining traffic

and Twitter is not even in the top 3 for fashion.

The “Promoted App” feature may explain why

Facebook is so popular in the app industry, while the

visual nature of clothi ng purchases makes Pinterest

an obvious traffic channel.

FASHIONFacebook

Reddit

Pinterest

63%

13%

6%

NEWS & ENTERTAINMENTFacebook

Twitter

Reddit

87%

5%

4%

APPSFacebook

Reddit

Twitter

46%

12%

9%


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ORGANIC VS PAID SEARCHWhen breaking down the search traffic, organic search was the most popular; however, the fashion industry has a

significantly higher paid search traffic source. This correlates with the large amount of visitors that also come throughpaid display advertising.

% ORGANIC SEARCH

86% 97% 99%

FASHION APPS NEWS & ENTERTAINMENT


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TOP KEYWORDS - FASHION

UK

Organic

1. Next 3.8M est. visitors

2. Asos 2.2M est. visitors

3. New Look 2.1M est. visitors

4. Zara 2.0M est. visitors

5. River Island 1.8M est. visitors

UK

Paid

1. Asos 850K est. visitors

2. Schuh 238K est. visitors

3. Superdry 197K est. visitors

4. Clarks 186K est. visitors

5. Mr Porter 175K est. visitors

UK

Trending

1. Tweed jacket 756% growth

2. Armani polo 499% growth

3. Shirt printing UK 482% growth

4. Obey 456% growth

5. Scholl shoes 444% growth

US

Organic

1. Nordstrom 7.5M est. visitors

2. Zappos 4.2M est. visitors

3. Old Navy 3.6M est. visitors

4. H&M 3.2M est. visitors

5. Forever 21 3.2M est. visitors

US

Paid

1. Zappos 1.4M est. visitors

2. Victoria Secret 1.1M est. visitors

3. 6pm 860K est. visitors

4. Old Navy 815K est. visitors

5. H&M 801K est. visitors

US

Trending

1. Zappos VIP 875%

2. Cheap summer dresses 453%

3. Fullbeauty 409%

4. Naot 398%

5. Plus size lingerie cheap 339%


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Germany

Organic

Germany

Paid

Germany

Trending

France

Organic

France

Paid

France

Trending

1. Zalando 3.0M est. visitors

2. H&M 1.1M est. visitors

3. Zara 800K est. visitors

4. Bonprix 768K est. visitors

5. H und M 454K est. visitors

1. Zalando 330K est. visitors


3. H&M 245K est. visitors

4. Deichmann 203K est. visitors


1. Sneaker shop + 2146%

2. Schuhe online kaufen + 1586%

3. Schuhe günstig + 1284%

4. Mrporter + 1262%

5. Dafiti + 1220%

1. La Redoute 5.3M est. visitors


3. Kiabi 2.6M est. visitors

4. Sarenza 1.9M est. visitors

5. Asos 1.6M est. visitors

1. La Redoute 891K est. visitors


3. Kiabi 560K est. visitors

4. 3 Suisses 534K est. visitors

5. Sarenza 426K est. visitors

1. Polo homme + 1312%

2. Snapback + 1150%

3. Babybotte + 806%

4. Polo personnalisée + 785%

5. Wolverine 1000 + 753%


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Italy

Organic


2. Zara 1.1M est. visitors

3. Yoox 667K est. visitors



Italy

Paid

1. Zalando 367K est. visitors

2. Yoox 231K est. visitors



5. Adidas 96K est. visitors

Italy

Trending

1. Ivr diary + 1362%

2. Mondo convenienza + 1285%

3. Tobi + 1062%

4. New balance 574 + 1027%

5. Philippe model + 929%


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TOP KEYWORDS –APPS

UK

Organic

1. Fiddler 159K est. visitors

2. App Annie 134K est. visitors

3. Firebase 99K est. visitors

4. Parse 93K est. visitors

5. Kendu UI 51K est. visitors

UK

Paid

1. Parse 9.8K est. visitors

2. Localytics 4.6K est. visitors

3. App Annie 4.3K est. visitors

4. Appsflyer 4.3K est. visitors

5. Phonegap 2.2K est. visitors

UK

Trending

1. Top grossing iOS apps + 4531%

2. Corona + 1809%

3. Fiddler Mac + 1604%

4. Create an app + 1577%

5. Telerik nativescript + 1277%

US

Organic





5. Kendo UI 184K est. visitors

US

Paid


2. Localytics 33K est. visitors

3. Como 28K est. visitors

4. Urban Airship 28K est. visitors

5. Fiksu 21K est. visitors

US

Trending

1. Online app builder + 1892%2. Android device market share + 1728%3. White label app builder + 1651%

4. Facebook parse + 1393%

5. Short text tones + 925%


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Germany

Organic

Germany

Paid

Germany

Trending

France

Organic

France

Paid

France

Trending1. Fiddler 82K est. visitors



4. La banque postale 57K est. visitors


1. Coque iphone 6 6.1K est. visitors

2. Mockup 3.4K est. visitors

3. Telerik 2.5K est. visitors


5. In app tracking 1.7K est. visitors

1. Appcelerator titanium + 3135%

2. Apps fire + 2438%

3. Titanium mobile + 1935%

4. Fiddler 2 + 1769%

5. Sensortower + 1641%




4. Kendo UI 38K est. visitors


1. Skoobe 12.3K est. visitors

2. Testbirds 3.7K est. visitors

3. App erstellen 2.8K est. visitors


5. Appmachine 1.3K est. visitors

1. Appdata + 2146 %

2. Appcrawlr + 1586 %

3. Angularjs tutorial + 1284 %

4. Testbird + 1262 %

5. Iphone 5 jailbreak + 1220 %


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Italy

Organic

Italy

Paid

Italy

Trending




4. Titanium 20K est. visitors

5. Appsbuilder 20K est. visitors

1. Creare app android 1.4K est. visitors

2. Kendo UI 1.1K est. visitors

3. Social loyalty 729 est. visitors

4. Creare app 634 est. visitors

5. Phone gab 591K est. visitors

1. Nativescript + 3541 %

2. Appresser + 3132 %

3. F-droid + 2382 %

4. Urbanairship + 1886 %

5. Notability android + 1707 %


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TOP REFERRING WEBSITES UK

1. Hotukdeals.com

2. Shopstyle.co.uk

3. Rstyle.me

4. Amazon.co.uk

5. Honglingjin.co.uk

6. Poylvore.com

7. Ebay.co.uk

8. Fashionbeans.com

9. Tesco.com

10. Lyst.com

Fashion

1. Mashable.com

2. Appannie.com

3. Businessnewsdaily.com

4. Blog.parse.com

5. Github.com

6. Blog.appannie.com

7. Theuselessweb.com

8. Feedly.com

9. Producthunt.com

10. Demos.telerik.com

Apps

1. Zergnet.com

2. O2.pl

3. Digitalspy.com

4. Seznam.cz

5. Feedly.com

6. En.wikipedia.org

7. Newsnow.co.uk

8. Popsugar.com

9. Tellynagari.com

10. Onet.pl

News & Entertainment


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TOP REFERRING WEBSITES US

1. Rstyle.me

2. Polyvore.com

3. Amazon.com

4. Shopstyle.com

5. Slickdeals.net

6. Sharesale.com

7. Dealnews.com

8. Dealmoon.com

9. Buzzfeed.com

10. Retailmenot.com

Fashion


2. Mashable.com


4. Blog.parse.com

5. Github.com

6. Producthunt.com


8. Forbes.com

9. Techcrunch.com

10. Searchlock.com

Apps

1. Zergnet.com

2. TMZ.com

3. NYpost.com

4. Drudgereport.com

5. Feedly.com

6. Huffingtonpost.com

7. Foxnews.com

8. Aol.com

9. Dlisted.com

10. Gawker.com

News & Entertainment


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TOP REFERRING WEBSITES Germany

Fashion Apps News & Entertainment1. Hukd.mydealz.de

2. Amazon.de

3. Bild.de

4. Stylight.de

5. Rstyle.me

6. Hm.de

7. Idealo.de

8. Mode.ladenzeile.de

9. Ecs-de.kelkoo.de

10. Peek-

cloppenburg.de

1. Appannie.com

2. Feedly.com

3. T3n.de


5. Praxistipps.chip.de

6. Chillmo.com

7. Github.com



10. Parse.com

1. Gmx.net

2. Web.de

3. Feedly.com

4. Zergnet.com

5. O2.pl

6. Dagbladet.no

7. De.wikipedia.org

8. Protothema.gr

9. Onet.pl

10. Marca.com


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TOP REFERRING WEBSITES France

Fashion Apps News & Entertainment

1. Commeuncamion.com

2. R.twenga.fr

3. Rstyle.me

4. Stylight.fr

5. Dealabs.com

6. Leboncoin.fr

7. Amazon.fr

8. Tendances-de-mode.com

9. Madmoizelle.com

10. Feedly.com

1. Blog.parse.com

2. Producthunt.com

3. Github.com

4. Feedly.com




8. Mashable.com

9. Forum.iconicframework.com

10. Try.crashlytics.com

1. Viedemerde.fr

2. Feedly.com

3. Voici.fr

4. Portail.free.fr

5. Binnnews.in

6. Msn.com

7. Femme.planet.fr

8. Gala.fr

9. So-insolite.com

10. Melty.fr


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TOP REFERRING WEBSITES Italy

Fashion Apps News & Entertainment

1. Trovaprezzi.it

2. R.twenga.it

3. Polyvore.com

4. Stylight.it

5. Amazon.it

6. Rstyle.me

7. Calzature.shopalike.it

8. Trovamoda.com

9. Ebay.it

10. Domodi.it

1. Aranzulla.technologia.virg ilio.it


3. Mashable.com

4. Navigaweb.com

5. Blog.parse.com

6. Github.com

7. App.apps-builder.com

8. Feedly.com

9. App.appsgeyser.com

10. Androidworld.it

1. Libero.it

2. Beppegrillo.it

3. Virgilio.it

4. Feedly.com

5. Videotube.videotubs.it

6. Zergnet.com

7. Blitzquotidiano.it

8. It.wikipedia.org

9. Tzetze.it

10. Blogo.it


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BUSINESS IMPLICATIONS

Quality content is key to gaining

referral traffic

With roughly 20% of visitors coming through

referral websites, businesses should look into

creating strong relationships with bloggers

and partners to get quality backlinks. The

data shows that article sharing and

monitoring websites like LifeHacker and

Feedly bring a significant amount of traffic,

emphasizing the importance of regularly

publishing engaging content.

Top-of-mind awareness as

important as SEO

The data collected in this study illustrates

that direct and search traffic are equally

important traffic sources for incoming traffic

across all industries. While it may be tempting

to focus on one or the other, businesses need

to have a healthy mix of both to attract the

most potential traffic.

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Visual channels are key

With the rise of Pinterest and Youtube as

popular traffic channels, businesses would do

well to create visual content that’s worth

sharing. Images and videos should also be

optimized with relevant meta data, which is

displayed on sites like Pinterest, ensuring

discoverability.

Paid content is still aliveWhile many sectors rely heavily on earned

and owned media (content that they publish

themselves or that is published about them),

the study shows that paid media should not

be overlooked.

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ABOUT THE STUDYTextMaster and SimilarWeb partnered together to conduct an in-depth study of online user behavior

across five different countries. Data from SimilarWeb “Site Analysis" & "Industry Analysis” were used for the period from Jan-2015 to March-2015 (inclusively) for this study.

The data was broken down further by:

• Traffic Distribution (Industry Analysis, March-2015)• Keywords (Industry Analysis, March-2015)

• Referring Websites (Industry Analysis, March-2015)

• Top Social Networks (Industry Analysis, March-2015)

• Traffic Channels per Category Worldwide (Industry Analysis, Jan-Mar 2015)• Traffic Channels per Country and Worldwide (Industry Analysis, Jan-Mar 2015)

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ABOUT TEXTMASTER

SimilarWeb is the world’s leading digital insight company.

SimilarWeb PRO is the market intelligence platform whichunlocks the digital strategy and tactics for any website or

mobile app with data spanning over 250 countries.

SimilarWeb is used daily to help businesses, publishers,

marketers and analysts to benchmark performance anduncover successful digital strategies used by millions of

websites and apps enabling SimilarWeb's users to

compete more effectively in the rapidly changing digital

world. SimilarWeb's thousands of customers worldwideinclude leading companies such as Google, eBay, Nike,

OLX, and Flipkart.

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INTERNATIONAL CLIENT ACQUISITION - TextMaster · PDF fileINTERNATIONAL CLIENT ACQUISITION: The Top Channels per Country Conducted by. 2 TABLE OF CONTENTS Introduction Executive Summary

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