The document provides information on two direct-to-consumer shaving brands - Bevel and Harrys. It analyzes and compares their websites, products, pricing, traffic, engagement and popularity metrics. Bevel targets minority men and aims to provide a high-quality shave, while Harrys offers cheaper products for a wider audience. Harrys significantly outperforms Bevel on key metrics like traffic, backlinks and engagement, likely due to its broader target market. The document recommends improvements to Bevel's website design and content to better engage visitors.

1. Content, Popularity and Traffic
Industry Overview
Cutting yourself while shaving is a common occurrence, even in 2019. It is annoying
every time it happens, as you now have a little wound open on your face. Can you imagine how
frequently your face would be cut if you shaved with a clamshell? Or a shark tooth? Cave
paintings point toward these methods being used in early days.
It wasn’t until salesman King Camp Gillette had the idea of mixing safety razors with
disposable blades, that we saw the rise of the razor blades we still use today. Once this idea was
born it still took quite some time getting it off the ground, due to the difficulty of actually
crafting the disposable blades. But finally, six years later, King Camp Gillette met William
Nickerson and they were able to finally get blades in production. The 1930’s saw the
introduction of Schick razors, the first electric brand to really stick (Trex, 2009). It’s been a razor
blade cold war since then with many new razor innovations such as extra blades, or Gillette’s
heated razor.
Company Information
Bevel (getbevel.com) was the first brand of Tristan Walker, founder of Walker &
Company. Bevel offers razor and grooming supplies that are shipped directly to the consumer.
Tristan Walker didn’t found Bevel in hopes to rival sites such as Dollar Shave Club or Harrys on
price alone. Bevel offers quality products with the aim to provide a high level shaving experience
that will leave the consumer with less bumps and irritation to their skin. Minority men are the
main target as they usually experience more razor bumps and irritation due to their hair. The
Bevel Shave System offers natural ingredients that aim to fight the pains of every day shaving.

2. Included in the kit are Bevels Safety Razor, 60 blades, shave cream and oils for before and after
your shave.
Pricing will vary between three different subscription plans. You can pay monthly for
$30 a month, quarterly for $60 a payment, or a whole year for $200 dollars. The high
subscriptions will save you $120-$160 if you plan on subscribing for a whole year. If you enjoy
some of the Bevel products but don’t want the entire subscription package you can purchase any
item individually from the company’s website. For example the individual Safety Razor is priced
at $49.95 with the brush and shaving cream being $29.95 and $14.95 respectively. You can even
purchase a full starter shave kit without subscribing for $89.95, though this only comes with 20
blades compared to the 60 that come with the shipments.
Brand Trust & Authority
Bevel is owned by Tristan Walker who aims to offer a quality shave to minority men and
more. Walker holds a B.A. in economics and an M.B.A which indicate he is qualified to run a
business (TheHistoryMakers, 2017). As a man of color he would face the same issues with
shaving that his target audience endures. In an interview CNN did over Walker and his brand
Bevel he is quoted as saying "[My] company really started out of my frustrations of not having
products that I could use." Not only has this company been covered in the news, Bevel is
partnered with Target and has their products available on shelves across the United States.
(Kavilanz, 2018)
Another sign of this site being an authority on the product is the acquirement of Walker
& Company by Proctor & Gamble. This brings Bevel under the same umbrella as brands such as

3. Downy, Febreze, and even Gillette. Walker and Company remains its own entity still ran by
Tristan Walker, with the support and development power of Proctor and Gamble. Walker has had
a fair bit of media coverage due to his push for quality products for minorities. He was featured
as USA Today’s Person of the year in 2014 and even had an article over him by the New York
Times at the end of 2018.
Competing Site
Harrys (harrys.com) was founded around the same time as Bevel and offers razors and
grooming goods that are shipped directly to the consumer. The lure of Harrys seems to be a
cheap cost of shaving tools for a small entry fee with a cheap renewal plan. For eight dollars you
are shipped the starter kit which includes a razor, eight blades, and a tube of shaving gel. You
can set your plan up to have eight razors and a tube of gel shipped every two, three, or five
months. Replenishing your blades and gel costs $21 each time the kit ships. There is a much
larger emphasis on using Bevel products in a certain way to guarantee a clean and easy shave,
such as tutorials on how to properly follow the Bevel Shave System.
Both sites offer similar products with the option to have refills of your items shipped
directly to you with little input having to be done by the consumer after the initial purchase. The
price of the merchandise is where the largest discrepancies happen between the two sites. Harrys
offers cheaper prices across the board with the standard razor they offer being $9 and their more
expensive variant priced at $20. The shave cream offered by Harrys costs $8, almost half of the
price of Bevels. Harry’s blades cost $16 for eight of them versus the $9.95 Bevel offers for 20
blades.

4. I think the reasoning for Bevel having cheaper blades is due to the one blade cartridge
whereas Harrys has five blade cartridges. Both websites offer free shipping so that is not a worry
of cost. If Bevel does offer higher quality products than the difference in price over items would
make sense. The goal is to offer a quality shave that earns its price instead of just being another
cheap online razor alternative.
Quality Content Assessment
Credible Content
When referring to a webpage unique content is content that only your page offers, and
would be unavailable on other pages. When content is duplicated across websites it takes away
from the amount of unique content available on the original site. Bevel does suffer a bit from
duplicate content. When the homepages URL is used on SEO Review Tools to check for
duplicate content it returns nine websites with content matching that from Bevel. This will lead
to thin content for Bevel, meaning they will have the same info available to consumers between
multiple webpages, making the material on their own website less valuable.
Value Content
Upon visiting getbevel.com you’re greeted with options to learn more about the product
as well as having a few informative videos. One of these videos focuses on a dermatologist
expressing how the Bevel Shave System has helped to combat ingrown hairs and general
irritation from shaving. When browsing the products offered you can click each item for a brief
description as well as the ingredients. The descriptions are pretty sparse and do not offer much
value.

5. A frequently asked questions page is found at the bottom of the site and is a large part of
the value content on the website. Here they answer a variety of questions the customer could
have regarding shipping, shave plans, and even tutorials for properly using the Bevel shave
system. Some non-content value is added by the customer reviews attached to each item. This is
taken to an even greater level with the 10 episodes of Bevel testimonies available to view on the
website.
Traffic Analysis
Visit Analysis
The table above has data pertaining to the visitors of each getbevel.com and harrys.com.
It shows the six month average for visits, unique visitors and visits per unique visitor. A visitor is
logged when a device visits a website. When that certain device such as a laptop visits a website
for the first time it registers the device as a unique visitor. That device will never count towards
the unique visitor number again. Instead the device will count towards the monthly visits and the
visits per unique visitors. This follows the amount of traffic that the websites receive from
returning devices.
getbevel.com harrys.com
6-Month Average Monthly Visits 168,817 1,866,667
6-Month Average Unique Visitors 123,383 1,333,333
Average Visits Per Unique Visitor 1.4 1.4

6. Looking at the data above we can see that harrys.com has more than ten times the six
month average for visits and unique visitors when compared to getbevel.com. Even though both
getbevel.com and harrys.com were formed around the same time Harrys has had much more
website traffic. I believe this is due to the goals of each company being different, with Bevel
being for more of a niche audience. Harrys has cheap razors for anyone with hair needing
shaved, whereas Bevel pushes for a higher quality shave with the target audience being minority
men.
Engagement Analysis
getbevel.com
(6 Month Averages)
harrys.com
(6 Month Averages)
Web
Averages
Bounce rate % 73.9% 55.5% 40-50%
Pages Per Visit 1.79 3.37 4.6
Average Visit Duration 219 seconds 239 seconds 190 seconds
Bounce Rate
Bounce rate is valuable info for websites such as getbevel.com and harrys.com, as it
tracks what percentage of visitors to the website exited the after only visiting one page. The
bounce rate for getbevel.com is 73.9% while competing website harrys.com has a 55.5% bounce
rate. The web average is 40-50% and Harrys is much closer to that average.
I believe the bounce rate for getbevel.com is pretty poor. It is 20% higher than the web
average and 18% higher than the competing website. Content that might be contributing to these

7. bounces could be something such as how the homepage looks like and enlarged ad that would
normally be in the corner of another website. I think Bevel wastes time by giving the choice up
to the consumer on whether or not they want to learn more about that product. This looks tacky
and outdated. I actually quite like how harrys.com starts right off with a video showcasing the
products in action.
Pages PerVisit
Pages per visit is the number of pages of your website that a customer goes through
before exiting the site. If they’re visiting more pages it means they’re spending more time on
your site, making them more likely to purchase the products available to them. The competing
site again performs better than getbevel.com. Bevel customers visit 1.79 pages on average versus
the 3.37 of harrys.com. Both sites do come in low compared to the web average of 4.6 pages per
visit.
I think this is due in part to the fact that the pages on getbevel.com don’t have a ton of
variation. We have separate pages for shaving, skin, hair care, and an all products page that
contains exactly what it says. The thing is that the number of items for sale are so limited that the

8. all products page is the only page with enough items to help it from feeling unfinished, as well as
having the merchandise sorted by shaving, hair, and skin.
Average Visit Duration
Average visit duration is the amount of time that is spent on a specific website by
visitors. The web average is 190 seconds a visit which both sites exceed by 20+ seconds. Bevel
visitors spend an average of 219 seconds on the site whereas they spend 239 on Harry’s on
average.
This is a good number for getbevel.com as it is even better than the web average, which
Bevel had no luck matching when it came to other categories compared in the data. Increased
visit duration could be helped by the frequently asked questions sections as good customer
support can show that this website takes the consumer seriously and respects that they may have
questions. The increased visit time could also be propped up by the testimonials of the men who
use Bevel on camera and give their thoughts on how it improved their shave.

9. Value Content & EngagementImprovement Recommendation
I think that Bevel should introduce a rework to the website that makes it so you scroll
through the websites content as it uses animated transitions to reveal one block of text/info after
the other. The website will open with a white Bevel logo over a black background. As the visitor
scrolls down to the next section of that page an animated razor will “shave” off the words on the
page as they are replaced with the next set. This is just one animation idea and several would be
needed as you scroll down the homepage. I am thinking around four different transitions ending
with the page to buy the Bevel Shave System at the end of the sites main page.

10. The first screenshot shows the first section of the homepage. As the visitor scrolls it just
transitions with smooth animation instead of actually scrolling down through a page. I believe
this will improve engagement metrics as visitors will be more intrigued and involved as they
enjoy the wonderfully made animation. This will also keep them on the page for a longer time as
it is slower to scroll through the animations than a traditional scroll bar. The average duration per
visit would be expected to go up.
Popularity Analysis
Total Backlinks No. of Referring
Domains
Avg. No. of Backlinks per
Domain
getbevel.com 19,000 1,200 16
harrys.com 109,000 1,200 91
As shown in the data above harrys.com has almost six times as many backlinks as
getbevel.com. The number of referring domains were both around 1,200 though. The average
number of backlinks per domain was much higher for Harrys than Bevel. A backlink is a link
that is found to our company within another website and the referring domain is the domain that
those backlinks are coming from.
Looking at the numbers for these two sites it is quite surprising that Bevel is so behind in
backlinks when the number of referring domains is very close for both webpages. This could be
due to harrys.com being a part of some shady marketing involving them buying links on other

11. sites. It’s not clear how else they could have the same number of referring domains but have a
multitude more backlinks.

12. References
Kavilanz,P.(2018, December12). AsA Man Of Color he Couldn'tFind A RazorHe Liked, So He Created
His Own.RetrievedfromCNN: https://www.cnn.com/2018/12/12/success/tristan-walker-bevel-
fresh-money/index.html
TheHistoryMakers.(2017,November29). Tristan Walker.RetrievedfromTheHistoryMakers:
https://www.thehistorymakers.org/biography/tristan-walker
Trex,E. (2009, August11). A Brief History of Shaving.RetrievedfromMental Floss:
http://mentalfloss.com/article/22490/brief-history-shaving