[Webinar] Outmaneuver your E-commerce Competition with Data

PowerPoint Presentation

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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