How Fashion E-Commerce Websites Generate Traffic

We’re still not done with window shopping and waiting in queues to get into the fitting room, but we’re getting there. In 2018, apparel e-commerce sales in the United States accounted for about 20.4 percent of overall fashion retail sales. The category is expected to produce $112.6 billion in sales in the United States this year, up 14.2% from last year. Online stores selling clothing, footwear, and accessories tend to have no room for error in their marketing strategies at this point.

We’ve gathered a wealth of critical data that can help advertisers and company owners save time on analysis and focus on their strategic goals. Digital marketing patterns, customer behavior, and traffic dynamics are all part of our high-level analysis of the emerging digital environment and traffic dynamics of the fashion e-commerce industry. All data were analyzed in order to provide you with not only raw data but also interpreted perspectives.

· Researched (We Looked At The Following People)

We created a list of websites that come under the category of fashion e-commerce using this website categorization, which includes both fashion aggregators (those that receive deals from different retailers, such as asos.com) and brand websites (those that sell their own particular brand of clothes, for instance, hm.com).

We didn’t distinguish between online stores that sell sportswear and those that sell formal dresses, and we weren’t interested in categorizing e-commerce by price range. All of the trends and specific rankings were compiled from the top 130 fashion e-commerce websites that were most active in generating traffic.

· We Used These Tools

We used SEMrush Traffic Analytics, a tool designed specifically for analyzing any company’s traffic and comparing it to competitors’ traffic, to study these websites. We also used SEMrush Organic Research to add the share of branded and non-branded traffic to our dataset to give you a more comprehensive image. Nobody has access to the domain’s internal statistics except the website owner. As a result, SEMrush algorithms were used to measure all of the metrics in the analysis.

· The Value Of Website Traffic In E-Commerce

Traffic-related indicators can show a company’s market position, marketing plan, and potential collaborations if you don’t depend solely on the number of visits. With this detail, you can decide the direction to take your campaign. The explanation may seem self-evident: every conversion in an online business begins with a visit to the website. Some aspects of a domain’s online results, on the other hand, are often ignored. You can get a rough picture of an e-conversion commerces by looking at total Traffic Volume and the percentage of visits to the payment service as a Destination Site from the researched webpage or similar-purpose Subdomains. As a consequence, traffic analysis is important if you want to obtain competitive intelligence insights and refine your marketing plan.

1. Non-Branded vs. Branded

We looked at the branded/non-branded traffic breakdown, traffic source shares, and main user interaction metrics in addition to the total traffic volume of the websites we looked at. In June, our research found that users are less interested in particular products, whether it’s due to the start of summer sales or the need to find something to prepare for vacation, non-branded queries are more popular. However, as this share of traffic source indicates, April is not the most “searched” month in general.

2. Sources Of Traffic

Fashion e-digital marketing tactics can be revealed by the share of a specific traffic channel over a period of time. May was the month when advertisers either spent the most money on paid advertising and got the most reach, or they tailored their campaigns to get the best CTR. You won’t be able to say what caused the traffic to increase or decrease at first glance. In this scenario, we suggest that you use Advertisement Research to continue your competitor study. Refer to the corresponding tabs in the Traffic Sources report if you need to figure out which social media and referring websites drove the most traffic to your competitors’ domains.

The Top 10 Fashion E-Tailers in the United States

As previously stated, these are the most popular fashion e-commerce sites in the United States. The figures in the infographics are rounded monthly traffic estimates for each domain from June 2018 to May 2019. To find out whether being mobile-friendly is still relevant, what traffic sources fashion e-commerce websites rely on, and how they manage user interaction on their pages — or skip ahead to the Macy’s and Victoria’s Secret marketing strategies analysis.

Mobile Comes First, Followed By The Desktop

Google’s “Mobile First” philosophy applies similarly to fashion e-commerce websites. Mobile devices accounted for 68.54 percent of the annual traffic to the websites studied. For businesses like Rainbow Shops, whose clothing is aimed at teenagers and young people, the figure rises to 93 percent. Mobile should not be a secondary marketing strategy for fashion e-tailers in the United States.

However, ignoring laptop users means excluding a large segment of the market, whose consumer journey may take much longer than a single-click purchase on the first website visit from a stationary computer. In some situations, where we saw a preference for desktop over mobile (e.g., look at the amount of desktop traffic that grailed.com received), the explanation may be due to a brand’s positioning and marketing to a specific demographic.

Markets By Location

In the United States, shoppers account for roughly 57 percent of all traffic generated by fashion retailers. Any other country’s individual share is negligible in contrast, but it cannot be dismissed. It means adapting websites and optimising campaigns to meet the needs of their largest markets outside of the US for marketing teams. If their customers are mostly from within the region, it may be appropriate to redirect the localization budget to more pressing costs.

Traffic Generation Sources

Awareness of traffic sources is key to maximising marketing activities in a dynamic environment like the one that fashion e-commerce websites operate in. The data for each marketing channel is interpreted below. Continue your analysis with the SEMrush Traffic Analytics tool if you’re curious about how leaders in each traffic source achieved performance. Taking a look at their marketing strategy will give you some campaign optimization ideas.

Direct visits accounted for nearly half of all traffic to online fashion stores in the United States (48.45%), indicating that users knew exactly what domain to type into the search bar. Compare the numbers of Visits and Unique Visits for a specific website to determine if these were new or returning tourists. The second most popular traffic source is search traffic, which involves both branded and non-branded queries. Another measure of brand recognition is the predominance of branded organic traffic, while success with non-branded visits can be viewed as a symbol of a professional SEO strategy.