Before viewing th presentation is recommended to read a post about listed analytical sources: http://takozza.com/post/73833412293/how-to-get-traffic-for-website-part-i

1. How to get traffic for
website.
Part I. Counterintelligence
VS
Татьяна Козловская
https://www.facebook.com/Kozlovskaya.Tatiana
Sunday, January 19, 2014

2. Input:
We analyze traffic sources of competitors of diaries and notebooks
producer Legami (www.legami.com). Alleged task - expansion to the
American market.
As the main competitor was selected the Moleskine brand
(www.moleskine.com)
Site traffic analytics services used for this survey:
www.alexa.com www.ahrefs.com www.semrush.com
www.1pagerank.com
Sunday, January 19, 2014
www.similarweb.com

3. https://ahrefs.com/
We should pay attention to the amount
of external pages that contain links to
the study website.
Competitor has about 300,000
backlinks, Legami site has about 8,000.
It shows the enormous gap in
information support of brands.
Sunday, January 19, 2014

4. https://ahrefs.com/
The analysis of keywords, leading users to the sites, says that Legami is optimized
almost just for the Italian market.
Also, users come to Moleskine website using specific request - "notebook +
notebooks", Legami has find through searching request "accessories and office
supplies", which reduces the likelihood of purchase immediately on website.
Sunday, January 19, 2014

5. https://ahrefs.com/
The service allows you to see the number of new links leading to competitor's
site and removed pages that had links to it. This information is useful for tracking
competitor activity or media that mention it.
Sunday, January 19, 2014

6. https://alexa.com/
Set a country of
analysis
Since a traffic from
Legami.com turned
out insufficient for
processing, we
chose another
competitor in the
same category of
goods - brand
Piccadilly.
We can compare the depth of viewing of competitors' sites, time spent on the
website (the more, the higher the probability of purchase), the position of brands
in social networks.
Sunday, January 19, 2014

7. https://similarweb.com/
Data for the last 3
months, indicates
that the site of
Moleskine found
mainly through
direct search or
through links from
other resources,
leading to the
website.
Sunday, January 19, 2014

8. https://similarweb.com/
Unlike Moleskine
website, which has a
stable visits growth
chart, we see that
the traffic to the
Legami site is
exposed to ups and
downs.
Sunday, January 19, 2014

9. https://similarweb.com/
If our goal is to enter the U.S.
market, we can see how strong the
position of our competitor there.
This will help to calculate more
accurately the budget for
promotion.
Sunday, January 19, 2014

10. https://similarweb.com/
Similarweb not only allows you to see whence visitors came to a competitor, but
also where the audience goes directly from the website. The first line is
Trk.cp20.com - mailing service, which obviously has been used for attracting visitors.
We see what kind of promotion tools use competitor and maybe to try them also.
Obviously, visitors of Moleskine go to Amazon for the purchase and to Pinterest for
more pictures.
Sunday, January 19, 2014

11. https://similarweb.com/
You should pay attention not to the traffic that comes from a particular social
network, but to the total share of the traffic from social networks. Is it reasonable to
invest big budgets in social networks with such kickback?
Sunday, January 19, 2014

12. https://similarweb.com/
Interestingly, why Legami focused on the audience with
sporting interests?
Sunday, January 19, 2014

13. https://similarweb.com/
The analyze of Legami website completely failed
due to low traffic.
If the resource has not enough data for analysis,
it explains the reason or gives advice, such as
"ask your clients or business partners to put
links to your site"
Sunday, January 19, 2014

14. https://semrush.com/
By this service you can find positions of competitors in different countries.
Sunday, January 19, 2014

15. https://semrush.com/
Semrush shows traffic from search engines and advertising campaigns. As you
can see, Legami didn't have advertising campaign quite long.
Fall of search traffic is obviously connected with the summer season.
Sunday, January 19, 2014

16. https://semrush.com/
The brand Moleskine has increasing search traffic closer to the beginning of the
stationery sales season.
Furthermore, if we set the task to achieve similar positions in the U.S. market, we see
a budget we have to spend.
Sunday, January 19, 2014

17. https://1pagerank.com/
In such amount 1pagerank
valued Legami website based
on its traffic.
The exact number of
unique visitors per day,
and quantity of pages
they have visited.
Sunday, January 19, 2014

18. https://1pagerank.com/
A value assigned to
Moleskine website
is significantly
higher.
The ratio of the
number of visitors to
the number of
viewed pages shows
that the website of
Moleskine has a good
content. The brand
Legami should
explore this strong
side of competitor.
Sunday, January 19, 2014

19. https://1pagerank.com/
Feedback from social
networking for both
brands is not
impressive.
Sunday, January 19, 2014

20. Conclusions:
The ratio of the number of visitors to the number of viewed pages shows that the website
of Moleskine has a good content. Users spend more time there, learning a product. The
analysis of competitor's traffic showed us the advantages - better optimization of the site for
searching engines.
The brand Legami should pay great attention to the content on the site. The received
information indicates that the user is not interested in the website.
We saw the problem of a small number of brand mentions on third-party resources that can
be solved by publishing interesting articles and asking customers and partners to write
product reviews .
We were able to see that the main traffic comes from the search engines and found a budget
that needed to be spent to reach positions close to a competitor.
Our competitor is aimed to audience with other interests and its strategy is more
successful, that encourages to try new variants of advertising campaigns.
Sunday, January 19, 2014