Bevel is a company that produces grooming products targeted towards African American men. Their website focuses on reducing razor bumps and includes customer testimonials and subscription options. Harry's is one of their main competitors, offering similar product bundles at lower prices. An analysis of Bevel and Harry's websites found that Bevel has lower traffic, engagement, and backlinks compared to Harry's, suggesting opportunities for Bevel to improve customer retention and search engine optimization.

1. Madalyn Mosbauer
J. Lamer
Intro to Web Publishing
Bevel Content & Traffic Analysis
Industry Overview
The razor business is all over the place with how to keep people interested and keep
individual brands thriving. The world is more welcoming to the idea of having stubble and
beards, making the distribution and business world of razors hard to keep (Stanton). Before
there used to be only one or two brands selling razors, with less competition there was less stress
over business staying alive. Now having around six competitors going head to head to keep their
business alive and thriving, there are obvious factors at hand keeping people going back to
specific ones like Dollar Shave Club. There is research to show the numbers compared with each
brand that now sells razors and how much the consumers return on their investment when it
comes to in store purchases, prices and loyalty (Manjoo). The industry also deals with women
not being a huge factor taken into place and publicized to nearly as much (Tiffany).
Company Information
Bevel specifically advertises to African American males on grooming and shaving. The
website offers option tabs on the top bar for “All Products, Shave, Hair, and Skin”.
Under the tab of “Shave” they have examples of clients using their products compared to
a normal multi-blade. Along with a “Bevel shave plan” breaking down their offers that include
everything a man would need for grooming. Below that section of the website are three client

2. videos with an option to view more “episodes”. The link goes to 10 short clips of African
American men speaking about them growing up shaving and how they came about today with
their process. It features them testing the products and their reviews from said products.
Exclusively using Bevel products and showing the steps to avoid razor bumps and how the
products benefit the consumer.
The “Shave” tab features reviews from consumers who have had amazing experiences
with their products, averaging a 4.8 review. Bevel also offers subscription boxes with special
offers for the first order including a safety razor, shave brush, 60 blades, 2oz priming oil, 3.4 oz
shaving cream, 3.4 oz.
restoring and balm. As
shown to the left.
Along with the subscription box to get people interested, Bevel focuses on their main
Shave page to push their memberships with people. Including benefits of 10% off all products,
free shipping, 1:1 consultation, 30 day returns and travel blades. The pricing for bevel ranges
around $34.95 for bundles or $12 average for the products included in bundle. These prices are
shown under the tab “All Products”.

3. The site focuses on return to keep people wanting more products with the offers they
have and subscriptions they offer. Knowing that razors need to be replaced, the company focuses
on building fans by offering these memberships.
Brand Trust & Authority
Bevel is a secured site that features testimonials and reviews from their products which is
a start to having gaining trust in the brand. The owner of Bevel has a second web page for their
business called “Walker and Company” that features their press pages and coverage from other
sources about their products and company. Press coverage from leading sources show how much
authority Tristan Walker has over his products (Press). Bevel works closely now with Procter &
Gamble which are known for their clients relating to hygiene. Bevel has been featured on GQ,
Buzzfeed, New York Times, 7x7, Bustle, People Ebony Magazine, The Wall Street Journal,
Complex, Black Enterprise, Mic.com, ABC 7 New York, AdAge, WWD, Recode, Techcrunch,
Fast Company, Forbes, Bloomberg and more. Coverage from these brands fit well with their
target’s demographic. The New York Times published an article stating, “Bevel creates men’s
shaving products that promise to reduce razor bumps, which disproportionately affect black men.
He plans to create several more brands, including products for women” (Manjoo). The exposure
in Times showed light on the topic of product to consumer and how it’s growing in our society.
With dollar shave club being mentioned but also Bevel and how it’s a growing competitor
(Press).
Another publisher that is well known featured people and their recommendations when
shaving. In GQ Bevels hair trimmer was mentioned on being recommended and with a link that

4. brings you to their site to the purchase option of adding it to your cart. Having real life
experience being covered on another well-known site that has authority already giving a backlink
to their products gains Bevel high trust and authority for themselves (3 Reasons).
Bevel was also featured in Forbes. With their audience being wealthy males, being
published about in this journal is great for reach. The article mentioned how Walkers Company
has grown tremendously since releasing and only plans to continue. “A razor designed to
eliminate razor burn and irritation for people with coarser hair. That’s made it especially popular
with black males, but Walker says Bevel’s caught on across demographic and 14 countries, with
a 95% customer loyalty rate” (Konrad). The article doesn’t feature any links back to Bevel alike
Times but has interviews from Walker himself and statistics of them making a deal with Target.
Walker himself had an article written about himself in the Wall Street Journal about how
he started the company and why. Stating things from Walkers past and what he personally
struggled with knowing other men felt the same. Coming to a conclusion to help himself and
others was the start of Bevel. Being featured in the article gives Walker great authority for his
demographic but as well as raising his trust by speaking on his experience in business school and
struggling with razor bumps himself for 15 years (Wolfe).
A big part in Bevels trust are their partners. The company is partners with Amazon and
Target for direct to consumer and the option of in store purchases. Target is a local distributor for
the United States and Amazon is universal, having these be partners with Bevel gains the
authority by already having produced high trust in the companies for the target audience.
Competing Site
Harry’s is our competing site by selling the same products as us. They offer “sets” that
include a razor, safety guard and shave gel. In this bundle the price is way less than Bevels and

5. Harry’s offers different colors of handle for the razor. The layout is also similar with tabs of “Get
Started, Products, About, Help and Sign In”. Along with a shopping cart and front page. The
main thing standing out on their front page is an ongoing video that features a diversity of males
using the products (Harry’s).
On this same page as the scroll goes down, there are inside links to their products and,
similar to Bevel, a package of products able to ship to them. The purchase click takes the
customer to a three step purchase. Starting with “A special offer just for you” that concludes
everything being shipped to them. The next step is “Choose your ongoing refills” which helps
bring consumers back to this brand and loyal customers. The final step asks how often the
consumer shaves, stating they will send shipments based off how often they do shave. This helps
their company with the industry struggling due to people not shaving as often, having shipments
automatically send based off when they shave accommodates to the consumer (Harry’s).
Breaking down the products themselves, Harry’s offers more “kits” including their
essential travel, deluxe travel, Winston and Truman set. These options include different products
and handles.
Quality Content Assessment
Credible Content: Unique content is content not found anywhere else. It strictly has to
do with only content such as text, images, video/audio or charts. Websites with great unique
content are what Google looks for in sending traffic. When searched on SEO tool duplicate to
see other sites with similar content, Bevel had a long search list of 10 results. The text used the
most and was caught on the results was, “Targeting African American men, Bevel is ‘the first
and only end to end shaving system designed to help reduce shaving irritation and razor bumps.’

6. The two players that have chipped away the most at the traditional brands are Dollar Shave Club
and Harry’s.” (SEO Tool). This search shows our unique content being low and the possibility of
being sent to Bevels link lower with other links sharing the same text.
Value Content: Value to the consumer entails that there is more than a simple
description of what the company sells/does. Giving customers reasons to spend time on the site
by adding helpful images, demonstrations, try-ons or even sizing charts. An option to keep them
interesting that other sites might not offer. Featured on Bevels site is a short video featuring Dr.
Michelle Henry who is a Dermatologist in New York that specializes in skin of color. The video
has Henry talking through the process of Bevels products and ends the video with her stating a
promise it will work when used properly letting the customers know it is dermatologist
recommended and approved. Similar sites that have “approval” or “recommendations” from a
professional just have text stating it, Bevel included the video to make them have higher value to
the clients.
Traffic Analysis
Visit Analysis
getbevel.com harrys.com
6-Month Average Monthly Visits 845,400 9,600,000
6-Month Average Unique Visitor 634,217 7,000,000
Average Visits Per Unique Visitor 1.33 1.37

7. Definitions:
Over the time span from March - August 2019 Bevel was compared to Harry’s in
correlation with what their average is on monthly visits and unique visits. A visitor or user is
someone who visits the website as a device rather than a person. When tracking this number it
counts when a device accesses the website, there might be more than one person viewing from
the same device but the number recorded as a visit is from the specific device. Unique Visitor
also records the number of visits to the website but counts the person viewing rather than the
devices. This number is harder to track due to not knowing how many people are present when
accessing the browser.
Comparisons:
Bevels initial quantity of monthly visits and unique visits are only in the thousands while
Harry’s being in the high millions are the first major difference. However when looking at the
average at the end, the difference of only .04 is surprising. The first difference off the back from
the websites is targeting, Bevel is very specific on who and how they target, only featuring
African American men on their pages and being a brand that secludes to that audience limits

8. their sales and visitors who are searching for razors online. Harry’s page targets everyone and are
affordable compared to the average cost of razors in the industry.
Engagement Analysis
getbevel.com harrys.com Web Averages
Bounce Rate % 73.86% 55.54% 40-50%
Pages Per Visit 1.79 3.37 4.6
Average Visit
Duration
1:59 4:55 190 seconds to 3.1
min
Bounce Rate:
Bounce rate is when only one page is visited before the user exits from the browser. This
doesn’t have anything to do with the time the user spent on the website, just how many clicks
they did from the original page. Bounce rate can be measured high or low and still be a good
thing for the company depending on what is on the page they clicked. If websites that have all of
their information on the first page also has a low bounce it makes sense due to the visitor not
needing to click anywhere else. If a web page like Bevel is being used, the bounce rate should be
low to make purchases and orders. In all the goal is to make money from the company and on the
webpage there is a click to get to another link that allows customers to purchase products,
leaving our bounce rate goal to be low.

9. Bevel’s bounce rate is higher than average by roughly 36% and also higher than Harry’s
by 31%. This can be a reason as well that Harry’s has better business than Bevel in statistics due
to the website having a bounce rate closer to the web average. These numbers show that most
people visiting the website of Bevel are leaving after only seeing their first page. Reasons people
could be leaving are annoying pop-ups/surveys, music/video streaming, having too many ads, the
load time, etc. When first clicking into Bevels website, I didn’t run into any of these options
however my first impression was that I wasn’t the target and wouldn’t benefit from the site.
Bevel is strictly targeting towards African American men and looking at the first page
that is all that is featured there. Having the specific target is what I think brings Bevel down,
having a direct target helps when advertising but with page views and retention of people staying
on the page to find out further information about the products weakens the business side when
more than the target are reaching the site.
Pages per Visit:
When a customer is browsing the web page, the pages per visit indicates how many pages
they visited while searching through. The number for Bevel was 3 less than the average and
barely up to 2. This indicates that when someone is visiting Bevel, they most likely stay on the

10. first page they are taken to. Compared to Harry’s that had around 3 pages per visit which is
closer to the average and shows that customers are searching through the webpage.
Bevels number is bad for the company because to get people to purchase things from the
webpage, there needs to be another click. Adding to the shopping cart for example and looking
further into the product options would boost the pages per visit number. With Bevels being low,
I’m assuming many people who visit don’t get to the checkout page. The options along the top
bar on the webpage are options to see further products and prices.
This might be where the company is losing their clients. Harry’s on the other hand have the
solid number that could count towards purchases used on the webpage. The tabs available on
Harry’s is called “get started” this is a welcoming phrase that could be the result of having a
higher number than Bevel.
Average Visit Duration:
The average time spent on the internet is 190 seconds or 3.1 minutes, with our averages
being 1:59 this shows that Bevels visitors don’t stay long compared to Harry’s. It is below
average and insinuating that once someone clicks in the webpage they shortly leave after seeing
what’s there.
Similar to our pages per visit average, Bevel is generic and alike Harry’s in many ways.
Leaving the creative field open to play around with. Bevel doesn’t give the audience many
reasons to stay, they do include videos of customers using the products but the videos are

11. average 10 minutes long. Having long videos on the webpage can help improve the time
duration, however millennials have a short attention span and want short news as fast as they can
get it. Seeing a video that lasts longer than two minutes can lose your clients attention and make
them leave the site to find the information elsewhere and faster (Papp).
Value Content & Engagement Improvement Recommendation:
Being interactive with the clients has proven to be helpful with increasing repeat visits. A
suggestion to change Bevels content and grow their engagement would be using a quiz similar
Nair. Nair has a tab that asks simple questions and ends with their products that would fit the
description clients are looking for. Walker and Company mentioned expanding to target women
in the near future and could apply this quiz towards both.
Nair then goes into a three questionnaire to figure out what the client is exactly looking for.

12. Bevel could include this into their website by simply asking what area to shave and the desired
results. Once women are added to the line of products, this option will be helpful with targeting
exactly what product each person is searching for. Along the bottom, Bevel can include the
benefits of their products and a link to immediately add it to a cart. Millennials are the upcoming
target for Bevel and companies now are focusing on “quizzes” to get their attention (Papp).
Popularity Analysis
Total Backlinks No. of Referring
Domains
Avg. No. of
Backlinks per
Domain
Bevel 19,100 1,200 16
Harry’s 1,300,000 5,800 224

13. Definitions:
Backlinks are simply a link that takes you back to the site. It has to be outside of the web
page itself. A backlink with high authority is one that comes from a source ending in “.org” or
“.mil” or even “.Edu”. Referring domain is the web address or website that is sending the
customer to the original site, the one supplying the backlink. Referring domains are also
important in showing authority from where you are getting the information.
Analysis of Link Quantity:
Bevels number are lower than Harry’s in both sections, however the number is closer
when looking at the number of referring domains. Harry’s has a closer number of domains that
are sending customers back to their web page but Bevel has less backlinks per domain compared
to Harry’s. The numbers here are important to compare in the sense that they are similar to
having less domains and more backlinks per domain but Harry’s offers more links to average
way more than Bevels.
Analysis of Link Quality:
The domains that include links for Bevel include the following, “okmagazine.com,
walkerandcompany.com and pandoraoutlet.name” these are the top three for bevels backlink.
The quality from these are not ideal for our target especially since one of the top three is from
our own company’s webpage. The further you scroll down the list, wiki shows up as a domain
and that alone is not a well source being that anyone can edit it. The authority for Bevels

14. referring domains is low which can support the numbers being low as well by not having high
trust to the customers from the start.

15. Bibliography
Harry's, N.p., www.harrys.com/en/us.
Konrad, Alex. “Bevel Creator Walker.” Forbes, N.p.,
www.forbes.com/sites/alexkonrad/2015/09/28/walker-co-raises-24-million-and-sells-bevel-in-
target/#1bfdd3175e00.
Manjoo, Farhad. “How Companies Like Dollar Shave Club Are Reshaping the Retail
Landscape.” The New York Times, N.p., www.nytimes.com/2016/07/28/technology/these-stores-
didnt-develop-websites-they-started-there.html?_r=2.
Papp, Raymond, and Erika Matulich. “Negotiating the Deal: Using Technology to Reach the
Millennials.” Journal of Behavioral Studies in Business, 2016.
“Press.” Walker & Company, N.p., walkerandcompany.com/press/.
Stanton, Taylor. “Harry's Growth Is a Cut above Their Manual Shaving.” N.p.,
www.rakutenintelligence.com/blog/2016/harrys-growth-cut-manual-shaving-competitors.
Tiffany, Kaitlyn. “The Absurd Quest to Make the “best” Razor.” N.p., www.vox.com/the-
goods/2018/12/11/18134456/best-razor-gillette-harrys-dollar-shave-club.
Wolfe, Alex. “Tristan Walker: A New Approach to Personal Care Products.” N.p.,
www.dropbox.com/s/o1adidp3tec3ads/WSJ%20Walker%20profile.pdf?dl=0.
“3 Reasons Why the Best Shave of Your Life Is Right Around the Corner.” N.p.,
www.gq.com/story/shaving-startups-expand.