Which websites are maximising their market share? Searching for Women’s Footwear Online
Which websites are maximising their market share?
Searching for Women’s Footwear Online
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Calculating share of search
• Rankings Based Reach (RBR)* provides a simple way to compare a
website’s search engine rankings with its competitors.
• RBR is an estimate of the percentage of available search traffic a
website will receive for a set of phrases – this gives the sites share
of search or reach.
• It is weighted based on the popularity of each search phrase and the
relative click through rate (CTR) of each ranking position.
Source: Rankings Based Reach (RBR) is a methodology developed by First, http://www.first.com.au
Copyright © FIRST., part of the BeyondD Pty Ltd Group. http://www.first.com.au
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Sites#
Regional unique visitors
Australia per month Sites#
Regional unique visitors
Australia per month
ozsale.com.au 620,000 novoshoes.com.au 22,000
theiconic.com.au 470,000 tonybianco.com.au 22,000
westfield.com.au 320,000 peeptoeshoes.com.au 11,000
styletread.com.au 160,000 zushoe.com.au 10,000
wittner.com.au 36,000 wantedshoes.com.au 10,000
dianaferrari.com.au 30,000 shoesofprey.com 10,000
ninewest.com.au 22,000 shoeshed.com.au 9,500
betts.com.au 22,000 paylessshoes.com.au 8,700
Selected sites
Leading Australian women’s foot wear sites were selected for Ranking Based Reach
(RBR) performance analysis.
# Also included were paulcarroll.com.au, shoebox.com.au, mollini.com.au, shoeshow.com.au, frankie4.com.au,
aldoshoes.com, and rabenfootwear.com. Doubleclick Ad Planner does not have regional unique visitors Australia per
month data for these sites. Source: Google DoubleClick Ad Planner, August 2012
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What are people searching for?
Source: Google Keyword Tool, exact Australian phrase match, August 2012
In order to investigate which websites are leading in search we researched frequently used
women’s foot wear related phrases.
Search Phrase
Local searches per
month Search Phrase
Local searches per
month
nude pumps 5,400 shoe shops 1,600
stilettos 5,400 womens boots 1,600
wedding shoes 5,400 ballet flats 1,000
high heels 4,400 wedge shoes 880
heels 3,600 flat shoes 590
online shoes 3,600 heels online 590
wedges 3,600 pumps shoes 480
womens shoes 2,900 over the knee boots 390
ladies shoes 2,400 flat boots 320
ankle boots 1,900 stiletto shoes 260
espadrilles 1,600 womens sandals 260
shoe sales 1,600
Total searches per month
49,770
Total searches per year
597,240
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0
10
20
30
40
50
60
70
80
90
100
Jul-07 Jul-08 Jul-09 Jul-10 Jul-11 Jul-12
womens shoes high heels shoe sale shoes online
Search trends
Sourc e: Rela tive tota l keyword performanc e on a norma lised sc a le 1 to 100, Google Insights, Austra lia , August 2012
The chart below illustrates the number of searches carried out for key terms in Australia over the last 5 years.
Peaks in search volume in autumn and spring
indicate massive interest in seasonal shoe
sales.
Search volume for “shoes online” has been increasing significantly since 2007, indicating
growing potential for online shoe sales.
Copyright © FIRST., part of the BeyondD Pty Ltd Group. http://www.first.com.au
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Google: Search engine results page 1
Source: Google Keyword Tool, exact Australian phrase match, August 2012
Adwords “side” ads
related to the term
“womens shoes”
What the consumer sees: The top of the Google search results page for a search on ‘womens shoes’.
“Top” position Adwords ads
dominate the Google
search results page:
styletread.com.au and
theiconic.com.au hold
high positions for the paid
search term “womens
shoes”.
Page ranking for organic
search terms:
styletread.com.au and
theiconic.com.au also
dominate organic search
results for “womens
shoes”
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0%
5%
10%
15%
20%
25%
30%
35%
40%
1 2 3 4 5 6 7 8 9 10 11 12
paid organic
Source: Chikita, 2010 (Organic Search) & Accuracast 2009 (Paid Search)
35% of users click
on the top organic
search result
Almost 95% of organic
traffic goes to the top 10
results
The importance of top rankings
Search engine position
Pro
po
rtio
n o
f clic
ks
Copyright © FIRST., part of the BeyondD Pty Ltd Group. http://www.first.com.au
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0%
10%
20%
30%
40%
50%
60%
Ran
kin
gs B
ased
Reach
Rankings based reach: Natural searc h
Source of ranking data: Google Australia, www.google.com.au, August 2012. * includes all websites under the relevant domain name (eg/ including www. and shop.)
The 2 RBR leaders – two big
Australian retailers offering
multiple brands - are significantly
ahead of the competition.
Many retail fashion and designer websites have low
RBRs – forfeiting search engine traffic to their
competitors.
Copyright © FIRST., part of the BeyondD Pty Ltd Group. http://www.first.com.au
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0%
10%
20%
30%
40%
50%
60%
Ran
kin
gs B
ased
Reach
Rankings based reach: Paid search
Source: Google Australia, www.google.com.au, point-in-time data, August 21, 2012.
Google Inc, Impact of ranking Of organic search results on the incrementality of search ads, March 19, 2012
* includes all subdomains
Paid search offers the immediate opportunity to
place retailers in front of active buyers.
Investment in paid search can bring up to 89%
incremental traffic*
Compared to other sectors, footwear players put
a relatively high focus on paid search. Paid
rankings are dominated by the same retailers
that dominate natural search results.
• Search trends for “shoes online” show an increasing interest in
online shoe sales, indicating major potential for additional
online sales.
• styletread.com.au and theinconic.com.au are currently two of
the most visible sites in the digital women’s footwear
landscape, achieving a dominant share of voice thanks to
strong positions in both organic and paid results.
• Due to their limited online presence many foot wear brands
forfeit online market share to department store websites. This
can result in a loss in direct sales, decreased margins, and loss
of control over purchase process.
• There is a correlation between RBR and digitally-led sites
focused on search performance.
Summary &
Observations
Women’s
Footwear
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