Michael Kors Similar web Analysis:

Overview:

According to similar web (2021), Michael Kors has received a total of 873.40k website visits, with each consumer spending an average of 2 minutes and 48 seconds on the site. Its bounce rate, on the other hand, is 44.54 percent. According to the statistics, 21.15 percent of website visitors are from Australia, which is where most online shoppers come from.

Geography traffic site sources:

The majority of traffic sources come from consumers searching for products for themselves at a rate of 55.85 percent however the statics shows that virtually emailing and converting sits at a 0.39% number of clicks through email. The company also increased its brand awareness and sales revenue through social media at a rate of 4.03 percent. In addition, according to the statistics, 25.29 percent of direct traffic comes from organic search, which means customers are familiar with the brand. Also, Users who directly entered a URL into a browser saved bookmarks or links from outside the browser. Furthermore, 9.40% of website clicks are generated by consumers referring the brand and its products to their friends and family.

Traffic resource:

1. Referrals:

The company itself is the top referring site with a rate of 20.72 percent, followed by Kharidazturkey.com with a rate of 11.96 percent. Finally, the top website in terms of referrals is api.usain.ua, which is growing at an 8.28 percent rate.

As previously stated, the company website operates globally, and its top destination site is michaelkors.com, which receives most visits of (81.89 percent), followed by michaelkors.ca, which receives 7.28 percent, and michaelkors.co.uk, at a rate of 4.15 percent.

2. Search:

In terms of company search, 55.85 percent of website visits come from customer search, and most of the research is organic at 71.31 percent, which is beneficial and shows that consumers are aware of the brand. On the other hand, 28.69% is paid research. Top organic keywords are generated by using Michael Kors at a rate of 19.08 percent and Michael Kors USA at a rate of 1.49 percent.

Furthermore, the brand's top five paid keywords are Michael Kors, with a rate of 9.22 percent, and Michael Kors bag, with a rate of 1.29 percent.

3. Social:

The company makes extensive use of social media to raise awareness of its products and services. As previously stated, the rate of social media website visits is 4.03 percent. According to (similar web), Facebook ads account for 80.72 percent of all website visits. Vkontakte is the second most popular social media platform, with a 7.99 percent usage rate. However, Instagram has the lowest traffic visit rate of 1.67 percent.

4. Display adds: The rate of Michael Kors display advertising is 4.38 percent. Google mail, qwintry.com, style. me and fatcoupon.com are among its top publishers. In addition, Google Display Network, Awin, CJ Affiliate, Skimlinks, and Chinese AN are the company's top advertising networks.

5. Audience interest: Regarding the audience's interest the majority are interested in lifestyle apparel such as women's and men's wear, with E-commerce and shopping ranking second. The third rank is for computers, electronics, and technology such as phones, EarPods, and laptop cases. These consumers also visited Facebook, YouTube, and google

6. Competitors: Coach is Michael Kors's number one competitor, according to competitor statistics. The difference is quite large because coach received a total of 30.03 million visits, as well as it performed better in terms of duration per visit, with coach performing at a rate of 3 minutes and 38 seconds, outperforming Michael Kors by 1 minute. Coach's bounce rate is 30.46 percent, which is lower than Michael Kors's rate of 14.08 percent. Overall, Coach is outperforming Michael Kors in every category.

Recommendations:

During analysing customer traffic, the most areas that require improvement are display advertising and email marketing.

According to the statistics, email marketing converts at 0.39 percent, which is a very low number. I would advise the company to take a different approach to customer service, such as using WhatsApp business to connect with its clients, as most people use WhatsApp more than any other app. Another suggestion is to send marketing emails that are tailored to the customers' needs rather than what is new within the company, as this will entice the customer to respond and click into the email for more information.

My second recommendation is for display advertising. As previously discussed, advertising has a rank of 4.38 percent, which is extremely low. I would recommend using other platforms rather than just Google Mail. These platforms could be TikTok or Instagram, which are the most popular social media apps, by creating content and videos through brand ambassadors that could attract more consumers and show the products in real life rather than just simple advertisements. I would also recommend using QR codes to gain more clients. Once scanned the code will directly take you to the website and show the consumer what products they have.