A detailed analysis of getbevel.com

1. Adalida Lewis
Sept. 17, 2019
Jacquie Lamer
Web Publishing
Bevel Analysis
Bevel Content & Traffic Analysis
Industry Overview
The shaving industry is no new company and has been around for centuries. Since men
started grooming their facial hair, we have needed the razor. Before Dollar Shave Club, the giants
of the industry were Gillette and Schick.
Gillette got their start in 1902 with its first product, the safety razor. The safety razor was
created by King Gillette and his idea was disposable blades. He wanted his tool to be thin and
strong and last a long time. Gillette dominated early in its market and further innovated in 1957
with its adjustable razor. It had three settings light, medium, and heavy which was the first of its
time (“Perspective on Precision”, n.d).
While Gillette got its start by a small invention, Schick got its inspiration from the military.
Schick may have been founded years after Gillette but they brought innovation to the shaving
industry. According to Schick’s website, they have had over 500 patented inventions and 143
years of shaving (schick.com). Lieutenant Colonel Jacob Schick retired from the military in 1910.
In his downtime, he took trips up to Alaska and noticed he was having troubles shaving. During
this time he worked on an innovating new razor that could be used without water or shaving
crème. It was then in 1921 that Schick combined his military expertise and his razor together. He
called it the Magazine Repeating Razor, inspired by the repeating rifle. The razor stored its blades
in the handle and was meant to reduce the danger of replacing the blade. It was then later on
the market by 1926 (Shaving.com).

2. Today due to their mass popularity, these companies charge very little about their products.
Their variety only extended to adding a blade or changing the scent of the gel strip. This
monotony went on for years continuing until Dollar Shave Club came into the market in 2011.
Dollar Shave Club was born from an excess of product and a business plan to get rid of them
all. Promising that the blades would come to you and be there just in time for a replacement. On
March 6th, 2012 DollarShaveClub.com YouTube channel put out a video called, Our Blades Are
F****ing Great. The video promises high-quality blades, priced at only one dollar. This skit
advisement circulated all over social media, spreading their message of cheap blades. When
their ad got out Dollar Shave boomed as an industry. Then from that came other online shaving
industries with their target audience and products (DollarShaveClub.com,2012).
Dollar Shave is different than all other companies because it showed the world what they
saw in the early shaving companies. It offered something the consumers had not seen in a long
time, innovation. It looked at people today and brought the product to them instead of them
having to go to it. They offered a cheap alternative from the expense of buying razor refills from
the company who overprice them. According to Walmart.com, you can buy a Gillette Mach3
Men’s Razor Blades 4 pack for $9.92, which is $2.48 per blade. Then Schick Hydro, also on
Walmart’s website is $11.88 for 4 razors which puts it at $2.97 per blade (Walmart.com). Then
On Dollar Shave Club’s website, you can buy THE 4X, a similar product to Gillette’s Mach3 and
Schick’s Hydro, cost $7 a month. This makes each blade of THE 4X $1.75 (DollarShaveClub.com).
Today Dollar Shave Club sells much more than just blades. Its most popular product is its
starter kit for 5 dollars, it offers 4 razers, 1 razor base, Shave Butter, Post Shave Dew, and Prep
Scrub. In addition to shaving their company has extended to wipes, shampoos, and toothbrushes
(DollarShaveClub.com). The company was bought in 2016 by Unilever for 1 billion dollars,
showing how much value companies see in Dollar Shave Club (Manjoo, 2016).
Companies like Dollar Shave Club are skipping the middle man and selling directly to
consumers and providing free shipping. Cutting the costs allow for lower prices and high
consumer market and providing bonuses like free shipping. For the consumer, it is a win-win
situation that is causing problems for traditional industries (Manjoo, 2016).

3. Company Information
One of these companies that Dollar Shave Club paved the way for was Bevel. Created by
Walker & Company, Bevel is their first product to be released to the market with plans to release
their women’s line, form, in the future. Bevel is focused on African Americans whose skin is
prone to razor bumps. According to getbevel.com, 90.3% of people who use the Bevel system
have an improvement in razor bumps. Bevel is a more expensive brand offering $19.98 a month,
which gets the complete Bevel Shave System and 4 times a year Refilling Kit with 60 blades.
Assuming the customer kept the Bevel subscription for all year, it would total $239.76. So for a
full year, you get 240 blades plus the additional creams and gel. Essentially Bevel offers the same
deal as Dollar Shave Club’s price of $1 razors with additional products. So theoretically Bevel has
the better deal over Dollar Shave Club when you buy the subscription plan. Besides buying their
products on their website you can also buy Bevel at Target, Walmart, and Amazon
(getBevel.com). Bevel is available at Walmart, 20 razors for $18.95. That makes each blade worth
95 cents (Walmart.com).
Brand Trust & Authority
Brand Trust is something every company needs to be successful. If customers are not
buying their products then they would surely go out of business. Tristan Walker, the founder of
Bevel and Walker & Company, claims that his business plan is trust (Manjoo, 2016).
Bevel offers everything a standard shaving company offers but takes it a bit further. The
standard includes products for its, hair, skin, and of course its shaving products. These items are
all together on one page and all separated into individual sections.
Bevel might not be an expert on popular styles for men’s grooming but the fixed that by
introducing Bevel Code. Bevel Code separates Bevel from all of its competitors by having the
professionals show how to use their products. This is the information section of the website,
which offers finding grooming tips, and styling guides. They offer articles and video on a
multitude of content. On their website, one of their classes is a masterclass with Celebrity
Barber, Marcus Harvey. He goes through how to do different styles and has links to products
used in the videos (getbevel.com). This adds lots of credible content to their website that gives

4. them the means to advertise their products with professionals. So Bevel and Tristin Walker might
not be a complete expert on everything shaving related, but they have outsourced the experts to
make them credible.
According to Walker and Companies website under press, there has been lost of credible
news sources that have covered their product. The most credible sites that have written about
Bevel is the Wall Street Journal, People Magazine, and CNBC.
Some of the article titles include A New Approach to Personal Care Products (The Wall
Street Journal), How Tristan Walker Succeeded – and How He’s Giving Back (People Magazine),
and Shaving War Pit Tech Start-ups Against Gillette (CNBC). These companies are direct ways our
company is gaining credibility.
Competing Site
Bevel has lots of competitors in today’s market. From Gillette, Schick, Barbasol, and
Dollar Shave Club the market for razors has never been more competitive. Bevel is a specialized
razor brand for African Americans is unique in that way. Besides its specialty, it also is a higher
quality brand that provides a multistep program. A brand similar to this is Harry’s razors. Harry’s
is a higher quality brand that, besides shaving products, sells face care, shower gels, hair
products, and accessories. Harry’s is offered in both Target and Walmart, just like Bevel.
According to harrys.com, you can buy the starter set, Truman Set, for 15 dollars. They have a
small amount of customization in the razor handles, offering orange, blue, and green. Besides
the bundles, they also offer the 4 blade set that Gillette and Schick offer. Their price point is 4
blades for 9 dollars. That makes each blade $2.25 each. Looking back to Bevel’s 20 pack, each
blade is 95 cents.
Much like Bevel, Harry’s has a Complete Shave System. Bevels is on more of the
expensive side selling it for $89.95 (getbevel.com), a similar set for Harry’s is priced at $15. This
might seem at a first glance that Harry’s offers the better deal automatically, but you have to
look at what is in each set. Harry’s set includes its razor, shaving gel or shave cream, and three
razor heads (Harrys.com). While if you look at Bevel’s system it includes the razor, the brush, 20
blades, 1 oz. priming oil, 2 oz. shaving cream, and 2 oz. of restoring balm.

5. Besides their main brands they also both have sister brands that cater to the female
population. Bevel’s is named Form, and Harry’s is named Flamingo. According to
shopflamingo.com you can buy a starter set for $16, it offers similar products to Harry’s starter
set but also includes lotion and a shower hook. While Bevel’s form does not sell razors currently,
they do sell hair care products. Which they are still keeping their target audience of high-quality
African American women.
Something I noticed was even
though Bevel has a more expensive initial
cost, due to Harry’s expensive head
replacement cost of $2.25 and Bevel’s
cheap replacement head’s costing only
$1, eventually Bevel will be cheaper than
Harry’s. The initial cost of Bevel directly
comes from the blade handle which cost
$49.95, which is much greater than Harry’s price at $9. So according to the chart Bevel vs Harry’s
Cost Over Time, I calculated that after 31 replacements Bevel and Harry’s will cost the same.
Now we have to look at how long do the razors last. According to Harry’s help page, the blades
should be replaced every 6 – 8 shaves. So assuming that the consumer follows this rule, 31 blade
replacement will happen in a range of 186 – 248 days. That means that Bevel is cheaper in the
long run in less than a year. So if you over 80 dollars on any product look at spending it at Bevel.
Quality Content Assessment
To find if the content on the site has good quality content we can look at siteliner.com to
see if there is any duplicated content on the site. According to Siteliner, 24% of the content is
detected as duplicated content.
Duplicated content is not good because Google will not prioritize content that is flagged
as having lots of duplicated content. The website has quoted getbevel.com to have 49% unique
content which is good for our score on Google.com. Essentially the majority of our duplicated
content is from our advertisements.
$0.00
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1 6 11 16 21 26 31 36 41 46 51 56 61 66 71 76 81
Bevel vs Harry's CostOver Time
Harry's Bevel

6. According to seoreviewtools.com the number one site that has duplicated content is
narvar.com it is an article that has written about Bevel and has lacked to add a notifier for google
so it knows it is citing Bevel. Other websites that are quoting us incorrectly are moguldom.com,
Swagbucks on Facebook, and tunein.com.
According to semrush.com, getbevel.com has 19.1 thousand backlinks. Majority of these
links are .com, .in, and .net, although there are 4 .edu domains which gives bevel a lot of brand
trust.
An interesting section is the find your barber part of the website. It is only offered for big
cities like Los Angeles and New York. When you click on a city it gives you recommendations on
barbershops this adds lots of value to the website. Value is the reason the visitor sticks around.
It’s why they spend time on their website longer than just glancing at its products. They are
doing a good job, especially over Harry’s who does not have articles or videos like Bevel does on
their website.
Visit Analysis
To complete a visit analysis we need to define the differences between visits and unique
visits per unique visitor. A visit is simply when a user visits any page on the web. The computer’s
IP address is stored on the website, which tells if the computer has been on there before. The IP
address has nothing to do with who is logged on. This is where unique visitors come into play.
A unique visitor is a visitor that, as far as the website knows, has not been on the site. So
if a user was on one computer and looked at a website that is one unique visit. Then if the same
user were to get on another computer and go to the same website, it counts as another unique
visit. On the other hand, if multiple users use the same computer and go to the same website, it
would only count as one unique visit.
Visits per unique visitor is an estimation of how often a user would come back to the
website after their first visit. The average is calculated by dividing average monthly visits the by
number of unique visitors.

7. So comparing
getbevel.com with
harrys.com on
semrush.com, show that there is a significant number difference between both websites. Harry’s
is beating Bevel in the visitor numbers. They also have the upper hand on average per unique
visitor, but when you compare the percentage of attracted unique visitors, Bevel is attracted
slightly more unique visitors. The unique visitor count for Bevel is 73% while Harry’s has
attracted 71%. It may be little, but when it’s thousands it can be fairly significant.
Engagement Analysis
Bounce rate is when a visitor comes onto a website and decides to leave, not going to
other pages. Reasons the visitors bounce is most commonly due to the landing page design,
annoying pop-ups, the music on the website is too loud or there is a video that is auto-playing.
A significant
problem for the
website might
be its landing page. When I first looked at the website, I have to make at least three clicks before
I could find prices of the products and the variety they offer.

8. The two screenshots above demonstrate the problem with the landing page. The first
one is of the homepage, and what you directly see when you log in. When I initially went on the
site I was looking for replacement razor blades. What I like is that the homepage shows the main
products that Bevel offers. What I did not like was the length it took to find the blades.
I am looking for the replacement razor heads, so I click the learn more page to see all
their products. The page the link takes you to a page talking about the year plan that did not
include the replacement heads. Traveling through the site the shave tab on the navigation bar
does not take you to all of the shaving products. So at first glance, the site to me seems that it
only has the yearly plan. This issue could be directly causing the bounce rate issue. This is
reflected in the 70% bounce rate.
Page per Visit is how many pages a user visits before they get off of the domain. The page
per visit for Bevel is not a good statistic. It shows that on average users are only staying for 1.79
clicks through the website. When I went to the homepage of getbevel.com I did not see any links
to buy products immediately.
I think the screenshot for bounce rate also demonstrates why the user is not sticking
around. They cannot find the product. To see the yearly deal on getbevel.com I have to make 3
clicks to add the year
plan to the cart. That is
already over the average
amount of clicks that
Bevel have. In addition
on the third click, you
have to scroll down to
see the product. The third screenshot shows that by the third click you cannot directly see the
product they are selling to the customer.

9. The Average Visit Duration is the amount of time a visitor spends on the website. In this
section Bevel is doing very well, sitting at 3:39. It may not be above Harry’s 3:58 but it is above
the web averages of 3:16. My theory why Bevel is doing so well at the page visit duration is its
advertisement. The advertisements must be linking directly to their products or the product
page. I suspect that if users are spending a long time on only one page then it is probably the all
products page.
This page is
very long and goes
through all of their
products. It is one of
their longest pages
besides its articles
and videos. This page
alone is probably the
biggest contributor to the length of visit duration because of the number of links on the other
pages. On this page, you can see all of its products without having to click other links.
Value Content & Engagement Improvement Recommendations
To improve their statistic I think
adding a product quiz will help all of their
scores. Bevel is an expensive product and
you need to give the consumer a reason to
stay. Each product of Bevel may not be
necessary for all people. To make it easier
for the consumer to add products to the
cart a quiz about their skin and shaving
history would be best.
The best example I could find of this
is the Ulta foundation test on ulta.com.

10. There are many different types of foundation for many different skin types, so Ulta added
questions such as frequency of makeup use, coverage, dryness or skin, and greasiness of your
face. Ulta promises to find your foundation type in 3 questions.
After taking this quiz it recommended me products that fit my skin and links to buy them.
I could sort by makeup forms, skin type, and brand. Although you could sort the auto filter was
my quiz result. This quiz makes the user feel that their recommendation are custom to them.
So for the Bevel website, we can add a similar quiz that tests if a customer should buy a
product for them. So having questions such as, are you prone to shaving bumps, would have the
final results recommend anti razor bump gel. You could go even further than Ulta by having a
paragraph about why each product is good for your type of skin. If you then offer a bundle
discount for a customer to buy everything in the bundle, this will help facilitate a connection
between the company and consumer and add some revenue for the company and savings for
the people.
Popularity on the web is not based on how much a visitor comes on the web, nor is it
how many visitors come on the website. Popularity, when it comes to the web is based on the
number of websites that link to ours and the quality of those websites. It is important to

11. calculate the average number of backlinks per domain because it shows how the customer is
getting to our website.
By looking at
the backlinks that lead
to getbevel.com from
semrush.com, we can
see that getbevel.com has 19.1 thousand backlinks. That is a significant amount of websites
linking to our site. There are 1.2 thousand referring domains which puts the average of backlinks
per domain at 15.92 backlinks.
Then there is Harry’s statistics which are slightly different than what Bevel shows. They
have 1.3 million backlinks, which is not unexpected based on their numbers from average
monthly visits. What is unexpected is its number of referring domains. Harry’s has significantly
less referring domains compared to their backlinks. This causes Harry’s to have an inflated
average number of backlinks per Domain setting it at 224.14 backlinks.
Now we can speculate why there is a difference between the two websites. The most
obvious one is Harry’s has paid for more advertisements. Their company is bigger and they can
afford to pay for more ads to be shown on other websites so they can link to Harry’s. That is why
their total number of backlinks are so inflated. Harry’s does have more pages, but their average
is higher because of advertisements.
So looking at Bevel, their numbers are much more understandable. It is not as
unreasonable to assume that each page has about 15 links. I suspect that a majority of Bevels
links comes from all from their own websites when they have their articles and videos where
they recommend their products.
An authority score is based on a lot of statistics which include backlinks for websites and
how often other websites refer to it. SemRush has also given both Bevel and Harry’s their own
authority scores. Bevel has scored 46 points, while Harry’s was given 60.

12. Now we have to look at the quality of Bevel and Harry’s backlinks to see if they have
quality with the quantity of backlinks. Google does not care about how many links a website
might have if none of them don’t have a good authority score.
To figure out a possible reason for Bevel’s lower score we can look at the authority score
of our linking websites. The highest authority score for Bevel is libsyn.com with an 86, followed
by afrobella.com with a score of 55. These two sites are advertisements. Libsyn.com is a
podcasting website where Bevel must be advertising from. The second, Afrobella is a blogger
who probably reviewed Bevel. The top website that is linking to getbevel.com is
bevel.tumblr.com. This is our own blogging site and wouldn’t be considered very authoritative
because of bias on our brand. In addition, there is also stage-getbevel.com, and bevelcode.com
which is also not helpful in our score.
Now looking at Harry’s authority score we can see that the number one linking website is
libsyn.com with a score of 86. This is the same site that Bevel had, but this site is linking so much
more than Bevel is, which is 805,752 times. The second is libsynpro.com at 74, which as far as I
can tell is the same company as libsyn.com. These two are the top two linking websites which
gives Harry’s a higher authority score. Something that Harry’s does not have the backlinks that
were owned by their own company.

13. References
A Perspective On Precision. Gillette. Retrieved from https://gillette.com/en-us/about/our-story
DollarShaveClub.com. (2012). Our Blades Are F****ing Great. Retrieved from
https://www.youtube.com/watch?v=ZUG9qYTJMsI
Manjoo, F. (2016). How Companies Like Dollar Shave Club Are Reshaping the Retail Landscape.
The New York Times. Retrieved from https://www.nytimes.com/2016/07/28/technology/these-
stores-didnt-develop-websites-they-started-there.html
Shaving History. Shaving.com. Retrieved from http://www.shaving.com/us/shaving-history.shtml