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Sarah UKFast | Account Manager

Hitwise Reports – Always Worth Analysing

28 March 2007 by Mother Superior

As a business online there are few more important things to discover than how your competition is doing and where you place in comparison to them.

It’s not cheap to become a fully fledged client of the Online marketing analyst Hitwise but you can find out more about them and dip your toe in the water by having a look at the data they offer on their website. At the moment there’s a great opportunity to find out details of the UK’s top 10 websites in over 45 different categories.

It’s worth searching for your industry and taking a look at what those featuring in the top ten are doing that you might not be. Consider the wealth of content and choice on their sites, the amount of PPC they might be doing and see if you can ascertain the disparity between number one and number 10.

One increase I notice is the domination of traditional companies and supermarkets such as Tesco. To further improve the quality of the information, you can cross reference certain elements of the lists with Hitwise’s most recent Hot Shops List. Searching under Shopping and Classifieds – Grocery and Alcohol gives the impression that Tesco and Asda (1st and 2nd) could well be close rivals online. However, the Hot Shops List places Tesco in 3rd place overall and ASDA in 47th. So this gives a better indication of Tesco’s lead in the sector.

The one company that seems to rise up the ranks every time I see a new survey is Argos, which now appears to be the most popular UK owned e-commerce site.