Comment: New Look vs Topshop who is playing the online game better?
Paid search advertising reaps dividends for New Look. By Dino Georgiou
Website activity on newlook.com and topshop.com have been compared by competitive website analytics company SimilarWeb in a top line study into both websites’ online activity over the last six months in the UK.
The results from SimilarWeb show that New Look has a much larger audience than Topshop, with over 15 million more desktop visits over the last six months. Both sites saw a rise in visits from September 2013 onwards, with newlook.com showing a rise from around 5 million to 8 million visits in December.
When looking at visits to both websites via paid search, you can see that New Look has kept a steady rate going over the last six months, whereas Topshop (who weren’t doing much paid search advertising at all) unsurprisingly ramped theirs up for the Christmas rush. This does only account for a small part of the traffic for both of the websites though and goes on to show that Topshop may not feel like that is where they should be spending their money.
The top three websites that Topshop (purple) and New Look (blue) have display advertising on are youtube, ebay and yahoo. New Look seems to be holding the advertising monopoly between the two with a much larger percentage of ads on the top three sites (youtube.com 72% - ebay.co.uk 86% - yahoo.com – 92%).
If you have ever wanted to know what the most popular clothing sections (apart from sales) are on both sites, then look no further, as in both cases dresses come up trumps. The dress homepage on topshop.com has a share of 3% of the website traffic as a whole. Dresses on newlook.com have an even bigger traffic share, the dress homepage commands a big 7.5% traffic share.
Interestingly, if you put the word “dresses” into a search engine, you are 99% more likely to get a result for the New Look website as opposed to Topshop.
You could argue that Topshop are being savvy with the online game by not spending much money on advertising and relying on their name, but as these stats show, there is a lot more traffic on the Newlook website, which means more eyes on their products.
Dino Georgiou is marketing manager at Similar Group
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