|
Metrics |
GAP (GapCanada.ca) |
Joe Fresh (JoeFresh.com) |
|
Total visits (28 days from Nov. 16) |
11.70M |
1.250M |
|
Total visits previous month (Oct. 2024) |
11.89M |
1.259M |
|
Bounce rate |
32.06% |
46.76% |
|
Average Visit Duration (MM:SS) |
06:38 |
03:17 |
|
Pages per visit |
10.78 |
4.45 |
|
Where are the visitors coming from? List the top 3 countries. |
Canada USA UK |
|
|
What is the top age group visiting the website? |
25-34 |
|
|
What is the gender distribution? |
29.34%M, 70.66%F |
22.19%M, 77.81%F |
|
What are the top 2 audience interests and topics? |
Lifestyle > Fashion and Apparel (13.80%) News and Media (5.06%) |
Lifestyle > Fashion and Apparel (27.35%) Finance > Banking Credit and Lending (7.88%) |
|
What are the top 2 competitors based upon monthly visits |
rw-co.com simons.ca |
gapcanada.ca reitmans.com |
|
What are the top 3 traffic generation tools? |
Direct (entry/visit) Organic search Paid search |
|
Analysis
1. With reference to the metrics that you captured, is there anything that Brand 1 (GAP) appears to be excelling at or stronger at?
Brand 1 (GAP) is absolutely crushing Brand 2 (Joe Fresh) by every metric conceivable, even in metrics not listed in the table, such as Industry rank, where GAP is in 44th globally, and Joe Fresh is barely in the top 1000 at 933rd.
2. With reference to the metrics, is there anything that Brand 1 (GAP) needs to be watchful of in comparison to Brand 2 (Joe Fresh)?
There isn’t much to watch out for, Joe Fresh is far behind. The main concern would be to lower the time spent at Joe Fresh before the consumer bounces, preferably and typically to GAP before others. The only 3 things that could maybe lead to a bigger problem is that A) Joe Fresh has a more even balance of paid and organic search visits, outpacing GAP’s rate in paid search. B) Joe Fresh’s referral programing drives their traffic nearly 5 times as much in comparison to GAP’s. C) With Joe Fresh’s gender split being higher in women to men than GAP’s, GAP carries a heavier reliance on maintaining a male demographic and would be more sensitive to the event of Joe Fresh attempting to attrite some of the Male market share.
3. With reference to the metrics, what would you recommend that Brand 1 (GAP) do as a result of your findings?
My main recommendation to GAP would be to increase paid search for that of which they share space with Joe Fresh in, as their traffic from paid search is of a lower percentage of their total traffic compared to Joe Fresh’s, meaning there is opportunity to gain market share through outspending the competition for key slots.
As a part of the Advertising and Media Campaign Development class, we were all tasked with finding two comparable companies, and completing a website traffic analysis between the two. Using SimilarWeb, I was able to study the various metrics between the two companies’ sites and provide a breakdown between their strengths and weaknesses (see above).
This exercise let me develop my data analysis and market research skills, and has overall strengthen a lot of the skills I learned through Digital Marketing I (which, there are other portfolio entries for).