Web traffic

3 Things to Watch for in Your Ecommerce Competitors’ Web Traffic Patterns

The explosive growth of e-commerce in recent years has been nothing short of spectacular. In 2017, the industry as a whole represented 10.4% of global retail sales, totaling just over $2.3 trillion. Fast forward to 2021, and that percentage has risen to 18.1%, nearly surpassing the $5 trillion mark.

Extrapolating this data to 2023, the global e-commerce industry is expected to facilitate 22% of global retail sales, making now more than ever a good time to own an e-commerce business.

Due to overwhelming pressure from more nimble digital competitors, many brick-and-mortar establishments were forced to adapt their business operations to the new retail landscape or face the harsh reality of bankruptcy. This is due to the fact that online stores often provide better, cheaper and faster service than most physical stores, which is why the number of digital shoppers around the world is staggering. 2.14 billion (27.6% of the world’s population).

Competition in the e-commerce sector

Competition among e-commerce businesses has never been fiercer than it is today, especially as online sales continue to reach new heights. Many sub-categories of the e-commerce industry have become saturated due to the arrival of a large number of new market entrants, which has led to lower prices and higher advertising costs.

For example, between the first and second quarters of 2021, Facebook advertising CPM increased by 89%, while Google and YouTube grew by 108%. If you are running an online business, this will undoubtedly affect your bottom line and make it harder to earn a profit. With this in mind, digital store owners must do everything possible to gain a competitive advantage over their rivals if they are to have any chance of maintaining or expanding their current market share.

Thus, data collection and competitor analysis should always be an integral part of an e-commerce store’s operations. Here are three things to watch out for in your e-commerce competitors’ web traffic patterns that will help you gain an edge over your competitors.

1. Traffic Sources

When you check website traffic of your competitors, one of the first things you should analyze is the sources from which they acquire their visitors. After all, it reveals important information about their marketing strategy and the techniques they use to attract visitors to their websites.

While social media accounts for the bulk of their traffic generation, you can reasonably conclude that their marketing approach is centered around social media advertising on platforms like Facebook, Instagram, TikTok, and Snapchat.

Let’s assume you know that this site is performing well and directly targets the same demographic of customers as you. In this case, it opens up a possible new channel to expand your web presence, since you now have a better idea of ​​what resonates with your target market.

On the other hand, it also shows you potential areas that your competitors are overlooking, allowing you to reap the low hanging fruits and acquire new customers through a less competitive source of traffic. For example, if you see that your competitors aren’t getting much traffic from search, this might be a great time to double down on your content marketing efforts – assuming you’ve already seen good results so far and that your blogging strategy is informed by solid keyword research.

2. Organic search traffic vs. paid traffic

Traffic acquired from search comes from two very different but comparably valuable sources: organic and paid. The methods of getting traffic from these two sources are known as search engine optimization (SEO) and search engine marketing (SEM) respectively, and each pipeline has its own pros and cons. .

Again, observing which source competitor sites are acquiring their search traffic is key to understanding their marketing approach and prioritizing their online presence. If your competitors are targeting organic search, you can look at the keywords they are targeting and assess the quality of their content marketing strategy.

Finding out what keywords your competitors are searching for, what they are doing to rank for them, and finding a way to beat them is a great way to increase your traffic and improve your sales numbers.

Conversely, if you observe that your competitors are continually targeting the same keywords week after week, month after month, it usually means they are seeing an ROI and converting customers at a sustainable rate. In these cases, you can check out their PPC campaign landing pages and see if you can do better. If you can, target the same keywords with an optimized landing page and watch the conversions roll out.

3. Social traffic

Examine which social media platforms are working for your competitors and which are not. If your goal is to increase traffic and boost conversions, analyzing your rival’s social traffic will give you a good idea of ​​what resonates with your target market and what type of content is optimal.

Once you understand where most of their social traffic comes from, check out their pages and see how they interact with their followers.

What type of material do they publish? Some may favor posts with links to articles, while others rely solely on multimedia content such as short video clips, infographics, and product images. Take the time to research what is currently working in your industry so you can incorporate it into your marketing plan.

Remember to keep it original and true to your brand values.

Last word

Analyzing competitor web traffic patterns is essential if you want to gain an edge over your rivals and discover new strategies that will help you increase your store traffic. Rather than going through the process of trial and error to come up with new ideas on your own, you can study your competitors and gain insight into their tactics, allowing you to understand what works and what doesn’t. does not work without wasting resources. yours.

Of course, that doesn’t mean you have to copy your competitor’s strategy entirely; instead, it should be used to gain a competitive edge over them through a deeper understanding of their online strategies and recent performance.