Web Competitor Analysis Essay

Web Competitor Analysis
Web Competitor Analysis

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Web Competitor Analysis Essay

In this paper, web analytics tools are utilized to carry out a competitor analysis of the competitors of Solstice Sunglass Company. A few competitors of Solstice Sunglass Company are identified and a justification is provided as to why these are the company’s main competitors. On the whole, this essay is a web analytical comparison of the chosen firm with the identified competitors.

Although web analytical tools are crucial in providing intelligence into the company’s digital marketing as well as the performance of the company’s website, there is also the need of understanding the digital marketing presence of the competitors (Perry 2014). It is important to understand web traffic of the competitors as this would provide more ideas for the chosen company’s own digital marketing campaigns (Kent et al. 2011).

It will also show the senior executives the channels which the company might or might not be using properly and allow the company’s managers to see where might be a better location to draw new visitors (Marek 2011; Balogh & Sran 2014).

Even if the company is currently at the top in its industry, remaining on top could be a challenge and therefore keeping an eye on the efforts of the competitors could help the company in staying ahead of the curve (Birmingham 2015). The web analytic tool www.alexa.com is utilized in this web analytical comparison of the websites of the three online stores. Alexa is utilized primarily because it offers the right insights for making smarter decisions (Guckin, Crowley & Couns 2012; Gašević, Dawson & Siemens 2015). Alexa also provides accurate site metrics and tools for comparing the website of Solstice against its competitors (Alexa 2016).

Web analytical competitor analysis

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Chosen company: Solstice Sunglass Boutique

The selected company is Solstice Sunglass Boutique, which is a high-end sunglass specialty chain. It has an extensive range of designer and fashion sunglasses in an upscale and innovative environment (Farney & McHale 2013). The main brands sold at Solstice’s online store www.solsticesunglasses.com include Persol, Ray-Ban, Maui Jim, Versace, Tom Ford, Persol, Burberry, Michael Kors, Dior, Dolce & Gabbana, Kate Spade and Tory Burch (Solstice Sunglasses 2016).

Solstice offers in excess of 26 brand names and 1,010 pairs to pick from, buyers could try on as many sunglasses as they would like. The main competitors of Solstice include Frames Direct and Sunglass Hut. They are considered Solstice’s main competitors since they offer the same products as Solstice and their marketing and promotion efforts could negatively impact the sales of Solstice’s products.

Relative to other sites as shown in alexa, the website of Solstice is ranked globally at 297,631 and 86,054 in the United States. The table below shows the percentage of visitors by country – that is, audience geography:

CountryPercentage of visitorsRank in country
United States57.8 percent86,054
Canada1.6 percent137,030
Britain2.9 percent121,491

Regarding how visitors to this website are actually engaged, the bounce rate is 34.2 percent, daily page views per visitor is 3.7 and daily time on this site is 3:05 (Alexa 2016). A total of 17.1 percent of visits to www.solstice.com come from a search engine.

The main keywords from search engines are: solstice 25.36 percent; carrera sunglasses 14.16 percent; Roberto cavalli sunglasses 5.23 percent; sunglass stores 3.71 percent; and sunglasses brands 3.06 percent (Alexa 2016). The upstream websites, or the websites which people visited just prior to visiting this website are as follows: google.com 39.1 percent; amazon.com 4.6 percent; and ray-ban.com 2.8 percent. In total 251 sites are linking in to the site of Solstice (Alexa 2016).

Competitor 1: Frames Direct

At www.framesdirect.com online store, Frames Direct offers a wide selection of sunglasses, designer glasses, prescription sunglasses, and eyeglass frames for both women and men. It offers free shipping. In its promotions, the company offers huge discounts of up to 50 percent off on lenses including free shipping on selected eyeglasses such as Tag Heuer (Shein 2015).

Frames Direct offers many different brands such as Dolce & Gabbana sunglasses, Ray Ban, Prada, Maui Jim, Oakley, Gucci, Burberry, Costa, Silhouette among many others (Frames Direct 2016). Frames Direct has its main offices in Austin, Texas.

Web analytical competitor analysis

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In comparison to other websites as shown in the web analytical tool www.alexa.com, the site of Frames Direct is ranked globally at 21,952 and ranked 5,456 in the United States. The following table shows audience geography

CountryPercentage of visitorsRank in country
India8.2 percent32,276
Saudi Arabia2.7 percent8,256
United States61.9 percent5,456
Canada3.7 percent7,030
Britain3.8 percent13,491

With regard to how visitors to www.framesdirect.com are engaged, the bounce rate is 36.6 percent, daily page views per visitor is 4.8 and daily time on the website is 4:60 (Alexa 2016). A total of 29.3 percent of visits to www.framesdirect.com come from a search engine. The top keywords from search engines are glasses frames 3.41 percent; prescription sunglasses 2.37 percent; eyeglass frames 2.18 percent; eyeglasses 2.13 percent; and prescription safety glasses 1.96 percent (Alexa 2016).

The upstream websites are google.com 43.3 percent; amazon.com 2.6 percent; yahoo.com 1.9 percent; facebook.com 1.8 percent; and lenscrafters.com 1.5 percent. A total of 687 websites are linking in to the site of Frames Direct. On average, the website framesdirect.com loads in 1.837 seconds, although 58 percent of websites load faster (Alexa 2016).

Competitor 2: Sunglasses Hut International

Sunglass Hut is a global retailer of sunglasses and sunglass accessories. The firm was established in the year 1971 in Miami, Florida but is currently based in Milan, Italy. It is part of the Luxottica Group, the biggest eyewear firm globally (Sunglass Hut, 2016). This company is renowned as a leader in specialty sun retailing (Jackson 2012). Its online store is www.sunglasshut.com. Compared to other websites as depicted in the web analytical tool alexa, the site of Sunglasshut is ranked worldwide at 16,785 and 8,381 in America. The following table shows the percentage of visitors by country – audience geography

Web analytical competitor analysis

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CountryPercentage of visitorsRank in country
Brazil6.0 percent7,753
Saudi Arabia6.2 percent2,979
United States38.3 percent8,381
South Korea6.2 percent3,739
Australia8.8 percent2,367

With regard to how visitors to www.sunglasshut.com are engaged, the bounce rate is 25.40 percent, daily page views per visitor is 6.70 and daily time on the website is 5:34 (Alexa 2016). A total of 17.5 percent of visits to www.sunglasshut.com come from a search engine. The top keywords from search engines are: sunglasses 18.87 percent; maui jim 6.84 percent; sunglass hut 5.05 percent; ray ban 4.95 percent; and rayban 4.87 percent (Alexa 2016).

The upstream websites are as follows: google.com 33.8 percent; amazon.com 4.9 percent; yahoo.com 2.0 percent; facebook.com 1.7 percent; and ray-ban.com 1.8 percent. A total of 2,319 websites are linking in to the site of Frames Direct. On average, the website sunglasshut.com loads very slowly in 4.025 seconds, and 90 percent of websites load faster (Alexa, 2016).

Conclusion

In conclusion, this paper has provided a web analytical comparison of three companies: Solstice Sunglasses which is the chosen firm, and two of its competitors, Sunglass Hut and Frames Direct. Their online stores have been the focus of this essay. The web analytics tool used was Alexa. The findings demonstrate that the online stores of Frames Direct and Sunglass Hut have more traffic, are more popular, and generally have more visitors and conversions than the online store of Solstice Sunglasses.

Web analytical competitor analysis

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References

Alexa 2016, Competitive Intelligence. Retrieved from http://www.alexa.com/siteinfo/www.framesdirect.com

Balogh, L, & Sran, B 2014, ‘Exploring Models for Teaching the Use of Web Analytics Tools in an Undergraduate Course’, Proceedings For The Northeast Region Decision Sciences Institute (NEDSI), p. 595, Business Source Complete, EBSCOhost, viewed 24 January 2016.

Birmingham, A 2015, ‘Chapter 4: Web analytics – More than Google Analytics’, B&T Magazine, 64, 2812, pp. 012-016, Business Source Complete, EBSCOhost, viewed 24 January 2016.

Farney, T, & McHale, N 2013, ‘Introducing Google Analytics for Libraries’, Library Technology Reports, 49, 4, pp. 5-8, Academic Search Premier, EBSCOhost, viewed 24 January 2016.

Frames Direct 2016, 40% off lenses. Retrieved from http://www.framesdirect.com/

Gašević, D, Dawson, S, & Siemens, G 2015, ‘Let’s not forget: Learning analytics are about learning’, Techtrends: Linking Research & Practice To Improve Learning, 59, 1, pp. 64-71, Academic Search Premier, EBSCOhost, viewed 24 January 2016.

Guckin, C, Crowley, N, & Couns, D 2012, ‘Using Google Analytics to Evaluate the Impact of the CyberTraining Project’, Cyberpsychology, Behavior & Social Networking, 15, 11, pp. 625-629, Business Source Complete, EBSCOhost, viewed 24 January 2016.

Jackson, S 2012, Cult Of Analytics : Driving Online Marketing Strategies Using Web Analytics, Amsterdam: Routledge, eBook Collection (EBSCOhost), EBSCOhost, viewed 24 January 2016.

Kent, M, Carr, B, Husted, R, & Pop, R 2011, ‘Learning web analytics: A tool for strategic communication’, Public Relations Review, 37, 5, pp. 536-543, Business Source Complete, EBSCOhost, viewed 24 January 2016.

Marek, K 2011, ‘Chapter 2: Getting to Know Web Analytics’, Library Technology Reports, 47, 5, pp. 11-16, Academic Search Premier, EBSCOhost, viewed 24 January 2016.

Nakatani, K, & Chuang, T 2011, ‘A web analytics tool selection method: an analytical hierarchy process approach’, Internet Research, 21, 2, pp. 171-186, Library, Information Science & Technology Abstracts, EBSCOhost, viewed 24 January 2016.

Perry, PM 2014, ‘Is your web site pulling its load. (cover story)’, Labtalk, 42, 23F, pp. 20-25, Business Source Complete, EBSCOhost, viewed 24 January 2016.

Shein, E 2015, ‘Web analytics in action’, University Business, 18, 6, pp. 41-44, Academic Search Premier, EBSCOhost, viewed 24 January 2016.

Solstice Sunglasses. (2016). Brands. Retrieved from http://www.solsticesunglasses.com/sunglasses/brands?splash=true 

Sunglass Hut 2016, Hottest at Sunglass Hut. Retrieved from http://www.sunglasshut.com/

Web analytical competitor analysis

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