Digital Performance: Analyze a Website's Performance

Before you begin any type of sales conversation, you first need to understand how the client is performing. Using the ‘Website Analysis’ function will enable you to identify key insights on your clients business, allowing you to make informed suggestions on the ways in which their website engages within the right context of their competitive landscape.

In this guide, you will learn how to analyze a website by leveraging Market Intelligence. This will help you improve conversions and win more deals through a consultative approach. 

We’ll cover the following key points:

  1. Analyzing digital performance 
  2. Uncovering the digital strategy of your prospect and its competitors
  3. Uncovering the technologies used on websites

 

Getting started 

Get started by choosing a prospect you want to engage with, either in an email, a call or in person meeting. 

In SimilarWeb PRO, type your prospect/customer's domain in the Search Bar, and follow the instructions below. 

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How to analyze digital performance  

Benchmarking your prospects’ website reach and analyzing the quality of their traffic is important in understanding how effective their marketing activities are. This analysis will allow you to better understand the growth potential, areas for improvement, and competitor strengths.  

  1. Use the ‘Compare’ button to add up to 4 additional domains as a comparison - choose websites that compete with your prospect. Not sure who you should use as a comparison? Click here to learn how to find the right competitors. 
  2. On the left-hand navigation bar, go to ‘Traffic & Engagement’ to understand and benchmark their reach, health, and performance.

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Use the following metrics to assess your prospect’s reach and generate the right insight: 

  • Use ‘Total visits’ to understand the total audience reach of your prospect vs. their main competitors. Click on the % icon to view their relative traffic share for the time period.

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  • Use ‘Device Distribution’ to understand how their audience is behaving based on the devices they are using to visit the site.

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  • Under the ‘Engagement section you can see a summary of how successful a website is in generating and retaining visitors, which also highlights key insights on website experience. 
    • Visit Duration and Pages/Visit: The average amount of time spent, or amount of pages being viewed, on an average user visit to the site. For eCommerce sites, low amount of time or number of pages, means consumers are likely not being exposed to enough products or even reaching the checkout page. 
    • Bounce rate: This is a vital performance metric, within the e-commerce industry in particular, as it shows the average amount of visitors who leave a website after viewing only 1 page, hence not converting as well as viewing a limited amount of content/products.

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Uncover the digital strategy of your prospect and its competitors

Traffic channels show you the ways in which people come to a website and is a suggestion of the overall effort a business puts into their digital marketing strategy. 

On the left hand navigation bar, go to ‘Marketing Channels, under ‘Traffic’, to understand how your prospects and their competitors acquire traffic.

Use the ‘Channels Overview’ graph as a 'behind the scenes' view into the marketing strategies of your prospects and their competitors.

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PRO TIP

There are two viewing options, % and #. The % view shows the data based on traffic relative to the whole, the # view shows total visits by channel. If you’re interested in seeing understanding marketing strategy, select the % icon. 

  • By viewing total visits, you can identify which website is stronger in different channels by 
  • By viewing a percentage, you can compare which channels are the most significant for each website. 

 

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What traffic sources you can track with SimilarWeb and what they reveal 

  • Direct: Use this metric to assess a website’s brand strength (awareness and demand)

  • Email: A website that receives a large amount of traffic from email is likely to have a large loyal customer base that engages via an owned mailing list.

  • Referrals: A website that receives a large amount of traffic from Referrals is likely to have a strong affiliate strategy or enjoy significant media coverage.

  • Social: A website that generates high and consistent traffic from Social is likely to have a loyal community of users.

  • Organic Search: The site is well optimized for SEO. When there’s a correlation with Direct traffic, it indicates strong brand awareness as many of the Organic visits generated by branded terms. 

  • Paid Search: A website that generates a large amount of traffic from Paid Search is spending advertising budgets to increase brand awareness or target relevant audiences for specific products

  • Display Advertising: A website that generates a large amount of traffic from Display ads is spending advertising budgets to increase brand awareness or target relevant audiences for specific products.

 

PRO TIP

If you want to identify the best way for your client to optimize their search engine strategies for example, we can use the ‘organic search’ channel to highlight keyword opportunities that your client is currently losing traffic for. Click here to learn more about Search keywords. 

 

Uncovering the technologies used on websites

Using the ‘Website Technologies’ functionality is a great way to see what technologies are already embedded on a website. Use this to find the following insights: 

  •  Whether they are already working with your competitors
  • If you are offering easy integrations to certain technologies, check if they are already working with the relevant solutions.
  • Which other technologies are they working with and is that an indication that they are likely to buy

 

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