Popular Pages | Getting Started Guide

SimilarWeb Pro Popular Pages will enable you to see the most visited pages of a website.

Use this information to understand which products, categories, content and landing pages are the most visited by web users.

Why use Popular Pages?

  • Discover a site’s audience interest and demand
  • Identify a site’s strengths and weaknesses
  • Reveal which products and/or categories the site is promoting right now
  • Discover which channels send traffic to the promoted web page

Getting started

Get started by typing the domain address in the SimilarWeb Pro search bar. Navigate to Website Content > Popular Pages. Set your time frame and country filter.  

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What do we see?

We can see a list of the top 1,000 most viewed pages of the analyzed domain. Under the URL column, you can view a list of the site’s page URLs. The Share column shows you the share of page views for each URL. The share is calculated based on the top pages that received the most page views within your selected time frame.

We can immediately see that for warbyparker.com, men’s eyeglasses were more popular than women’s in April 2017 in the US. We can also see that sunglasses for men is ranked at #5, so when we combine these two categories we can clearly see that warbyparker.com attracts more male audiences than female.

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By clicking on the + icon we can zoom in and see which specific frames are in the highest demand for men. Click on the arrow to go to the web page - it's evident that wide and rectangle shaped frames are the most popular types of men’s eyeglasses.


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To make things interesting, let's add a competitor’s site to understand which eyeglasses are in high demand. Click on the Compare button and add another site to compare (for this example we will use glassesusa.com). Filter the Popular Pages by the competitor's domain.

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Glassesusa.com is another big player in the eyewear e-Tail industry. The results show that men’s eyeglasses were more popular than women’s in the US market. This suggests that men’s eyeglasses were in higher demand not only for warbyparker.com but perhaps across the industry. This type of insight can be invaluable when analyzing market demand.


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The fuel behind the most popular pages

Our next step will be to identify how these sites attract audiences to specific pages via campaign UTM codes.

A UTM code is a simple code that you can attach to a custom URL in order to track a source, medium, and campaign name. By ticking the Campaign UTM box, you will be able to see what campaign directed users to which specific web page.

At first glance, we learn that glassesusa.com is promoting a blog post: “7 Reasons to buy glasses online”. This post accounted for 0.56% of all the Popular Pages traffic to the site, in April 2017.

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How did they promote this page?

By looking at the UTM tags, we can see that most of the traffic came from content discovery platforms: Gemini (Yahoo's native advertising), Taboola and Outbrain. 

We can reveal which were the most successful campaigns by analyzing the traffic share for each source. In this case, Gemini and Taboola generated more traffic than Facebook.

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Identify patterns and trends by a site’s most viewed pages

SimilarWeb Pro offers more than just a snapshot of the site’s most viewed pages. If you wish to discover patterns and trends in a site’s Popular Pages, customize your time frame, country or device (Desktop or Mobile Web).

You may also use additional filters to customize your analysis:

  • New - Reveal the new pages that did not generate pageviews during the previous month
  • Trending - Identify the pages that saw a significant increase in pageviews from the previous month
  • Best Performing - Discover the pages that received pageviews in each of the months selected for your time frame.

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When switching our analysis to Mobile Web, we can immediately spot differences in the brand's most viewed pages. Whereas earlier we learned that men’s eyeglasses were more popular than women’s via Desktop traffic, when analyzing Mobile Web traffic, we see that women’s eyeglasses are more popular. In addition, when selecting the Trending filter, it becomes apparent that mobile web visitors are actually interested in eye exams, showing +1000% change from the previous month.   

Now that you've read this far, you deserve a Pro Tip!

Click on the Excel icon to easily export this data to Excel and further customize your analysis. If you’re an Excel wizard, we recommend going to the “monthly tab” and create a pivot table in order to spot MoM changes.

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You should be ready to analyze your competitors Popular Pages. Visit SimilarWeb PRO to get started!

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