Intro to Web Publishing. Fall 2019

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Perry Randle III
Bevel Content & Traffic Analysis
Industry Overview
The razor industry is one of many industries that are cutting out the “middle-man” and
changing to “direct-to-consumer”. Gillette once dominated the industry, but the Dollar Shave
Club changed the game by allowing people to purchase products online. Dollar Shave is now the
highest-selling company in the industry (Stanton). It is easier and more convenient for customers
to shop from home than go through a retail store. The customer is able to save time, money and
energy purchasing products by just tapping their screen on their device. However, the razor
industry is not on the rise by any means. People are getting older and subsequently grow less
hair; and society standards are becoming more relaxed towards a “clean shave” look (Tiffany).
Seemingly, the most logical way to make money in this business is to deliver products through
online purchases and modify a product that was used in the past.
Company Information
Bevel is a hair care company for men, created by Walker & Company in 2013. Bevel is
different from other companies in the razor industry because our aim is to provide products that
help men of color reduce razor bumps while shaving. Our company values are: courage,
inspiration, respect, judgement, wellness and loyalty. Priding ourselves on these values gives us
the best opportunity to not only gain customers, but to retain customers as well.
Bevel advertises on the website that our products are “dermatologist approved” and
“clinically tested” (Bevel). Dr. Michelle Henry is a board-certified dermatologist and Harvard-
trained Mohs surgeon that is used to confirm our authenticity (Bevel). Henry is a woman of

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color, furthering our attempt to create trust with our customers. This company offers: five skin
products, four hair products and eight shaving products. The least expensive product offered is a
20-blade package, which costs $5.95. The most expensive product offered is the Bevel Trimmer,
which costs $199.95. Bevel’s special offers are designed to help customers get more, while
paying less. There are three packages offered right now that range from $249.95-499.95. The
cheapest offer is the trimmer & large shave kit, and the most expensive offer is the three-trimmer
& three-blade kit. The offer that contains three large shaving kits is $299.95. We also offer the
Bevel Replenishment Program, which includes free shipping, 10% off all products, one-on-one
consultation for routines, 30-day returns and travel blades that can be shipped to you whenever
you need them.
The website also has a page titled the Bevel Code, where customers can find out what are
the best ways of taking care of their skin and hair. While scrolling down on the page, options
appear that help customers find a barber near them, offer tips for grooming, offer tips for styling
and gives site-visitors the opportunity to watch feature interviews. Social media links are located
at the bottom of all of the site’s pages in case site-visitors want to follow Bevel on Facebook,
Twitter, Instagram and/or Pinterest.
Brand Trust & Authority
Tristen Walker, owner and founder of Walker and Company, should be considered as an
authority on this topic. He is an African American male that appears to shave often. Considering
the fact that he grew up in Queens, New York, it is hard not to believe that he is not aware of the
everyday struggles that African Americans face with their money and grooming. Walker studied

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economics and has worked on Wall Street. He also went to business school and spent time in
Silicon Valley. His experience implies that he knows what he’s doing, and he knows what it
takes for a business to be successful. He has a ‘forward’ mindset, which is imperative for any
business to last a long time. “Our country is getting a lot more curly haired,” Walker said in an
interview (Wolfe).
Respected news organizations such as the Wall Street Journal, GQ, Forbes and USA
Today have all created articles highlighting how Walker and Company is trying to change the
razor industry. There are 14 articles from these respected news organizations that can be
accessed on Walker and Company’s “Press” page. The New York Times praised Walker in article
that stated, “Mr. Walker’s first brand, Bevel, creates men’s shaving products that promise to
reduce razor bumps, which disproportionately affect black men” (Manjoo).
Bevel’s partners include hip-hop legend Nas, Target and other companies, which re-
iterates how legit this company really is. The strength of Bevel is that it is a company that is
focused on a demographic that has never been truly considered when it comes to using razors. If
Bevel was a company that had a more general demographic then it most likely not be successful
since there are companies that have already done that. Although Walker is only 31 years old, he
knows a lot about the business and plans to help minorities end their problems with grooming.
Competing Site
Harrys.com is a competitor of Bevel because they sell razors on a subscription basis.
They also have been an established company since 1920, almost 100 years before Bevel was
born. Harry’s offers shaving, face care, shower, hair and accessory products. Their company
allows customers to also choose what colors they want their products to be. Harry’s products

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range anywhere $1 to $35. If customers don’t love the products that they’ve ordered then Harry’s
offers to refund money to customers. Customers can also choose what shipping frequency that
they receive products in if they decide to subscribe to Harry’s services. The shipping frequencies
are two months, three months or five months.
Harry’s offers thirty more products than Bevel. Their site offers clothes and hair care
products that Bevel doesn’t offer. This makes customers more likely to navigate through their
website since they have more products to offer. Bevel’s products are much more expensive too.
This may be because Bevel caters to a smaller demographic, which means that prices will need
to remain at a certain level until they build a stronger following. Other than the different products
mentioned earlier, these two companies sell the same products. Although the Dollar Shave Club
is the leading razor company, Harry’s is more of a competitor to Bevel because the difference in
sales is much smaller and makes more sense to compete with them. (See image below)

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Quality Content Assessment
Unique Content
Unique content means that a website has content that can’t be found anywhere else on the
internet. When getbevel.com runs through a duplicate content checker, there are only 10 sites that
contain the same information as the original website. Furthermore, those sites are blogs. articles
or partner sites that are sponsored by Bevel or reviewing their products. The recurring phrase on
appears on all of these sites is “Bevel is the first and only end to end shaving system designed to
help reduce shaving irritation and razor bumps.” This phrase itself should be considered “thin
content” or content that has low value because it is duplicated 10 different times on the internet.
Value Content
Value content is content that keeps a visitor on the website. This term relates to a
website’s “stickiness”. Bevel does not provide enough value content. There is a lot of

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information on this site but customers need a reason to stay on this website. The site does have
videos that visitors can watch but they would have to do some navigating to find where the
videos are located. There will be some recommendations made to improve Bevel’s value content
in the “Value Content & Engagement Improvement Recommendation” portion of this report.
TRAFFIC ANALYSIS
Visit Analysis
getbevel.com harrys.com
6-Month Average Monthly Visits 168.8K 1.8M
6-Month Average Unique Visitors 123.4K 1.3M
Average Visits Per Unique Visitor 1.36 1.38
Definitions
When a device such as a computer, tablet or phone accesses a website then it is
considered a “visit”. When a device visits a website for the first time then it is considered as a
“unique visitor”. The term “visits per unique visitor” is the average number of monthly visits
divided by the average number of unique visitors. The information above totals the amount of
visits, unique visitors and averages those numbers that each site received from March-August.
Comparisons
Harrys.com has over 10 times the amount of total visits and unique visitors that
getbevel.com has received over the last six months. This may be because Harrys.com offers
more products than Bevel, it has been a company longer than Bevel or there are more results

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linking to the website itself when you type in “Harrys.com” on a search engine. The average
number of visits per unique visitor between the two companies are close because the difference
between the amount of the monthly visits and unique visitors are nearly the same for the two
companies.
Engagement Analysis
getbevel.com harrys.com Web Averages
Bounce Rate % 73.86% 55.54% 20-40%
Pages Per Visit 1.79 3.37 4.6
Average Visit Duration 219 seconds 235 seconds 190 seconds
Bounce Rate
When a device visits one page on a website and then leaves is what makes up a site’s
“bounce rate”. Bevel’s bounce rate is about 20% higher than Harry’s. Compared to web
averages, getbevel.com bounce rates are far above the norm. Over the last six months, most
visitors were guaranteed to visit one page and then leave Bevel’s website.
The bounce rate for Bevel is extremely high compared to the other averages in the chart.
Visitors should want to visit other pages on the website before leaving. There is a pop-up that
appears on the website that may cause visitors to leave. A customer usually has a “mission”
when they visit the site and don’t want to have to deal with pop-ups when they first open the
website. (See image below)

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Pages Per Visit
“Pages per visit” is the amount of pages a device visits when it is on a website.
Getbevel.com visitors visited almost two different pages on average. Harrys.com visitors visited
three different pages on average. Bevel visitors visited almost two less pages than Harry’s
visitors did. Bevel’s visitors visit on average nearly three less web pages than the average
website. The information above is data that has been calculated over the last six months.
Bevel doesn’t have a lot of products to look at so it makes sense that their “pages per
visit” isn’t that high. However, it could definitely be better. They have three different tabs other
than their “all products” tab that visitors can choose from. This means that the average number of
pages per visit should be above two. On the other hand, it might mean that customers know what
they want and don’t have a hard time finding it on Bevel’s website. Customers could visit the
“all products” page and go straight to their cart to checkout. (See image below)

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Average Visit Duration
The average length of time that a visitor spends on a website makes up a site’s “average
visit duration”. Bevel’s visitors averaged 16 seconds less than Harry’s visitors over the last six
months. However, Bevel’s visitors averaged a longer amount of time spent on their website than
the average website. Bevel’s website beats out the average website by nearly 30 seconds.
This number is great considering the amount of products that customers can choose from
on the site. This number is what it is most likely because there is a surplus of information for the
visitor to read when they first visit getbevel.com. Visitors can keep clicking the “+” button to
keep learning about the products that Bevel is offering. This makes the “average visit duration”
increase as opposed to having more media on the cover page. (See image below)

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Value Content & Engagement Improvement Recommendation
One change that Bevel could make to their website’s content is what the visitors sees
when they first visit the site. There is plenty of information about the brand and it’s credibility,
but it doesn’t specifically mention anything that could help a visitor cure their problem. Also,
they could give customers more control over what their purchasing by allowing to create a
package that fits them best. For example, Dollar Shave Club tries to engage visitors by trying to
speak directly to them when they first open their site. This helps the “average visit duration”,
“pages per visit” and “bounce rate” metrics all improve because visitors are spending more time
on their website. (See image below)

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Another way that Bevel can improve it’s content is allowing visitors to upload a picture
of their razor bumps and recommending products that will help that person specifically. This
helps the visitor build a personal relationship with the brand and feel like they are being catered
to. Bevel has something close to this on their site already. They have an image of a man and his
razor bumps being cured because he chose to use Bevel’s products. However, not every razor
bump is the same and they are not all located in the same spots. This would help improve the
“average visit duration”, “pages per visit” and “bounce rate” metrics because visitors are
spending more time on their website. (See image below)

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POPULARITY ANALYSIS
Total
Backlinks
No. of Referring Domains
Average No. of
Backlinks per
Domain
Getbevel.com 19,153 1,246 15.37
Harrys.com 1,282,278 5,839 219.61
Definitions
Any link that links to a specific website is considered a “backlink”. A “referring domain”
is a website that establishes a link to a particular website. It is important to average the number
of backlinks per domain because that gives visitors more opportunities to visit a website. If the
average is low then it is less likely for someone to visit a website, and if the average is high then
it is more likely for someone to visit a website.
Analysis of Link Quantity
Harry’s has higher numbers in all of the categories probably because they have a broader
demographic than Bevel. This is a metric that Bevel shouldn’t be too concerned about if their
focus is minorities. There is going to be a smaller number of websites that are trying to prevent
razor bumps for minorities compared to the number of websites that are promoting razors in
general.
Analysis of Link Quality
Harry’s has 11 restricted domains while Bevel only has four. Sites that end with “.edu”
are talking about Harry’s more, which is most likely because Harry’s has been an established
company longer and reaches a broader audience. Bevel has more domains with “authority

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scores” that are higher than 50 than Harry’s site. This means that Bevel’s referring domains are
ranked higher on the internet than Harry’s are. These numbers indicate that more sites are talking
about Harry’s but Bevel is receiving more attention from sites that legitimate and not just blog
sites.
Bibliography
Bevel. 2019. 3 September 2019.
Dollar Shave Club. n.d. 16 September 2019.
Harry's. n.d. 1 September 2019.
Manjoo, Farhad. "How Companies Like Dollar Shave Club Are Reshaping the Retail Landscape." New York
Times (2016).
Stanton, Taylor. Harry's growth is a cut above their manual shaving competitors. 23 February 2019. 3
September 2019.
Tiffany, Kaitlyn. The absurd quest to make the “best” razor. 11 December 2018. 3 September 2019.
Wolfe, Alexandra. "Tristen Walker: A New Approach to Personal Care Products." Wall Street Journal
(2015).