The document discusses data-driven strategies for e-commerce marketing, emphasizing the use of analytics to understand competitors, audience behavior, and traffic sources. It outlines various tools and insights provided by SimilarWeb, such as identifying industry trends, optimizing mobile strategies, and enhancing PPC campaigns. Additionally, it highlights the importance of audience engagement and targeted digital marketing efforts across different platforms.

1. 1
Uncovering Data Driven Strategies
for E-Commerce Marketing US
@SimilarWeb
We will be starting at 12:00 pm GMT.
Use the Question Pane in GoToWebinar to Ask Questions
or email us at: similarwebinars@simialrweb.com

2. Natasha Mosher Thought Leadership Marketing Manager
Ariel Rosenstein Sr. Marketing Director

3. EVERY
WEBSITE
EVERY
MOBILE APP
RATING
ENGAGEMENT
APP STORE
CATEGORY
KEYWORDS
TRAFFIC METRICS
TRAFFIC SOURCES
AUDIENCE
INDUSTRY
CONTENT
EVERY COUNTRY
Has All the Data
✓
✓
✓
✓
✓
✓
✓
✓
✓
✓

4. Our Data
Over 5B events/day
(60k events per second)
8 PhDs,
100 Engineers
and Big Data experts
Insights on 200M
Websites
& 5M mobile apps
Cleaning,
Categorizing & processing
Machine-Learning &
Prediction Algorithms
International Panel
Crawling
ISP Data
Learning Set
Granular Global Multi-Device

5. Agenda
• Discover who are your competitors
• Spot trends and seasonality in your industry
• Reveal where your audience is online
• Learn how to poach traffic through paid and organic search
• Optimize your Mobile strategy
• How to best reach your audience with Mobile Apps

6. Understand the
Ecosystem

7. Get a Bird’s Eye View of the Market
SimilarWeb > Industry Analysis > Shopping > Overview > US > Jun – Aug 2016

8. Identify the Leaders on Mobile & Desktop
SimilarWeb > Industry Analysis > Shopping > Overview > Top Sites > Shopping > USA > Aug 2016
US Top 10 Desktop Sites
Shopping
US Top 10 Mobile Web Sites
Shopping
Industry Analyzed: Shopping

9. Discover Who Your
Competitors Are

10. 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

11. 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
Competitors
Paid
Competitors

12. 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

13. 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 Benchmarks
Top Websites | Custom Clothing Category

14. Find Your
Audience

15. SimilarWeb > Industry Analysis > Shopping > Custom Category “Clothing” > Traffic Sources > April 2016 – June 2016 > US
Industry Analyzed: Shopping  Clothing
Industry Analyzed: Shopping  Clothing / Wedding
Find Your Biggest Opportunity Based on Audience Size
Wedding Industry Traffic Sources
Insight:
Search drives more
traffic in the Wedding
industry than Brands
Clothing Traffic Sources
Insight:
Organic & Referrals
account for almost 50%
of all traffic

16. Referral Traffic DisplayPaid SearchOrganic Search Social
Find Opportunities Across Channels
Industry Analyzed: Shopping  Clothing
Industry Analyzed: Custom > Clothing
SimilarWeb > Industry Analysis > Shopping > Custom Category “Clothing” > Traffic Sources > May 2016 – Jul 2016 > US

17. Benchmark Against the Competition
Companies Analyzed:
SimilarWeb > Website Analysis > Traffic Sources > Overview > Shopstyle.com vs Lyst.com > US > May – July 2016

18. Uncover Trends
& Seasonality

19. Optimize for Peak Shopping Days
SimilarWeb > Website Analysis > Gap.com > Traffic Sources > Overview > US > May – Aug 2016
Memorial Day
Company Analyzed:

20. Organic Search
Top Trending Keywords
SimilarWeb > Industry Analysis > Shopping > Custom Category “ Clothing” > Top Keywords > Jun – Aug 2016 > US
Industry Analyzed: Custom Category  Clothing
Image Search
Top Trending Keywords
Spot Trends in the Industry
Find new ideas for SEO content,
marketing campaigns and products

21. Poach Traffic in
Organic & Paid Search

22. Company Analyzed:
Enrich Your PPC Campaigns with Competitors’
Misspelled Domains
SimilarWeb > Website Analysis > Abercrombie.com > Traffic Sources > Search > US > July – Aug 2016
Top Keywords | Abercrombie.com

23. How Competitive is the Market?
Industry Analyzed: Shopping  Clothing
Industry Analyzed: Custom  Clothing
Insight:
High % of paid traffic indicates
high competition
Top
Organic Search Sites
“Clothing”
Top
Paid Search Sites
“Clothing”
SimilarWeb > Industry Analysis > Shopping > Custom Category “Clothing” > Traffic Sources > April 2016 – June 2016 > US

24. SimilarWeb > Website Analysis > Llbean.com > Traffic Sources > Search > Search Ads > May – July 2016 > US
Company Analyzed:
Inform Your PPC Campaigns
10 Ten Paid Keywords | Llbean.com
Search Ads | Llbean.com

25. Source: SimilarWeb > Website Analysis > Walmart.com vs Target > Traffic Sources > Search > Paid > July – Aug 2016 > US
Company Analyzed:
Insight:
Walmarts longtail
keyword strategy is
outdoing that of Target
Paid Search Traffic Share | Walmart.com vs. Target.com
Track your PPC Share Against your Competitors

26. SimilarWeb > Website Analysis > Walmart.com > Traffic Sources > Search > July 26 – Aug 22 2016 > US
Company Analyzed:
Plan Your Organic Long Tail Keyword Strategy

27. 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 Share
Macys.com vs Nordstrom.com

28. Uncover Other Forms
of Search that are Less
Competitive
SimilarWeb > Industry Analysis > Shopping > Clothing > Top Keywords > May 2016 – Jul 2016 > US
Industry Analyzed: Shopping  Clothing
Industry Analyzed: Shopping  Clothing

29. 29
Regular Search Is Not All That Matters
Image Search
Regular Search
SimilarWeb > 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:

30. Discover Partnerships
& Outreach Opportunities

31. Find Potential Publishers
Understand how your audience surfs the web
Company Analyzed:
SimilarWeb > Website Analysis > Audience Interests > Footlocker.com > US > August 2015 to July 2016
Audience Interests “News & Media”
Footlocker.com

32. Qualify the Best Affiliates &
Partner Sites
Companies Analyzed:
SimilarWeb > Website Analysis > Referrals > Footlocker.com vs FinishLine.com > US > August 2015 to July 2016
Insight:
In May 2016 Slickdeals
accounted for 29% of referral
traffic
Insight:
Finishline referral traffic doubled
from April to May 2016
Referral Traffic Share | April 2016
Referral Traffic Share | May 2016
Referral Traffic Share | Footlocker.com vs Finishline.com

33. Discover if Your
Brand is Where it Needs to Be

34. Increase Your Social Traffic
Insight: 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

35. 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

36. 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

37. Grow Your
Market Abroad

38. Grow Your Market Abroad
SimilarWeb > Website Analysis > Asos.com vs Next.co.uk vs Castro.com > Traffic Sources > Referrals > January – June 2014 > Israel
Before Entering the Israeli Market
Referral Traffic | Asos.com vs Next.co.uk vs Castro.com
After Entering the Israeli Market
Companies Analyzed:

39. Optimize for
Mobile

40. :SimilarWeb > Website Analysis > Bestbuy.com > Traffic Sources > Overview > Aug 2015 – July 2016 > US
Company Analyzed:
Mobile Web User Traffic & Engagement

41. Optimize Your Content for Mobile
Desktop Popular Folders Bestbuy.com

42. Comparison Shopping?
Comparison Shopping?
Optimize your Content for Mobile
Mobile Popular Folders Bestbuy.com

43. 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:

44. Reach Customers on
Mobile Apps

45. SimilarWeb > App Category Analysis > > Category Analysis > Leaderboard > Shopping > March 2016 > Aug 2016 > US
App Category Analyzed: Shopping
Mobile Apps are Competitive
Top Google Play apps in United States | Shopping | Top Free

46. Reach Customers Through Their App Interests
Source: SimilarWeb > App Analysis > Audience Interests > Asos App > US > March – Aug 2016
Company Analyzed:
Audience Interests | Asos App

47. 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
Wednesday
App Usage Patterns| Asos App

48. App Store Optimization (ASO)
Source: SimilarWeb > App Category Analysis > Top Keywords > Shopping > March 2016 > Aug 2016 > US
App Category Analyzed: Shopping
App Top Keywords |Shopping

49. DecideDeploy
SimilarWeb Custom Reports
Conversion & Funnel Analysis
Brand Market Landscape
In-Site Search
Audience Analysis
Lead Generation Reports

50. Thank You
Natasha.Mosher@similarweb.com