Phrase 4

ALEXA / SIMILARWEB ANALYSIS

By
ALBERT DAVIS
2027916

Under the Guidance of

Dr. Kerena Anand

School of Business and Management

JANUARY - APRIL 2020

TABLE OF CONTENTS

Sl. No. Content Page No.

1. Introduction 1

2. Canva
3. Placeit
4.
5.
Introduction

The calculation and interpretation of data to better understand consumer behaviour across
websites is known as web analytics. Analytics platforms track user experience and activities on a
website, such as how many people visit, how long they spend, how many pages they visit, which
pages they visit, and whether or not they arrived with a reference. Web analytics platforms are
used by businesses to measure and benchmark site success as well as examine key performance
metrics that influence their market, such as purchase conversion rates.

Web Analytics Examples:

*Google Analytics *Mixpanel
*Piwik *Parse.ly
*Adobe Analytics *CrazyEgg
*Kissmetrics *Clicktale

Why Website Analytics Are Important for Your Business Growth

1. Improve user experience by getting to know you’re visitors.
2. Know what the best content is and concentrate on it.
3. It helps your Site’s SEO
4. Keep track of the best referrals and develop strategies to get more of them.
5. Make the most of your top outbound links by partnering with them.
6. Track your E-commerce metrics easily and Use them to increase sales

We are going to use SimilarWeb tool to draw a competitive analysis of four different
multinational organizations which are:
1) Canva
2) Place it
3) Crello
4) Coolors
Canva Web Analysis
Canva is an online design and publishing platform with the objective of enabling anybody to
design anything and publish it anywhere. Canva is a free graphic design app that lets you make
invites, business cards, posters, lesson plans, Zoom backgrounds, and more using professionally

crafted models. You can also use a drag-and-drop interface to import your images and add them
to Canva's models.

According to Similarweb canva has been Ranked Globally at 161 which means overall the
compared to all other sites in the world Canva is coming in the 161 position which is not a poor
ranking.
With Regard with Traffic Overview we can find the total visit to the Canva Website is 234.63M,
and the Average visit Duration which is the mean length of time for visits to a website and for
our website is 7min 21sec and Pages per visit is how many pieces of content the user views on a
single website, here it is 4.74. Last one is the Bounce rate is percentage of visitors that leave a
webpage without taking an action and also a bounce rate in the range of 26 to 40 percent is
excellent but over here for canva its showing 26.66% which means there is a significant room for
improvement

Geographical Map shows that United states are the one who is using and visiting the website
more as it is showing 16.91%, followed by Brazil with 10.53%, the Mexico 7.85% , Philippines
4.84%, Colombia 3.77%

Canva.com’s marketing strategy is focused on Direct with 71.69% of traffic coming from this
channel, followed by Search with 21.90% also 3.51% by social media and 1.87% by mail

21.9% of traffic is from Search out of with 87.42% Organic search and 12.58% Paid Search
And most frequently used keywords are canva 46.00%, canvas 5.26% canva login 1.48%
3.51% of traffic is from social media like Facebook 31.24%, YouTube 27.71%, Whatsapp web
17.13%, Instagram 6.63% and Facebook messenger 6.04%, where we can find that Facebook as
highest traffic with regard with social media platforms

The average conversion rate in AdWords across all industries is 3.75% for search and 0.77% for
display. With Regard with Display Advertising for Canva only 0.28% of traffic is from display
Ads for canva.
Users who visit canva.com are also interested in these other categories. Like the highest
percentage is for Computers Electronics and Technology > Computers Electronics and
Technology and so on but the most frequently interested and visited category with regard with
canva is Computers Electronics and Technology.

The other competitors similar to Canva with regard with the site traffic are Facebook, remove.bg,
picmonkey.com, placeit.net, visme.co, crello.com, fatpaint.com, and coolors.co
Interpretation

Regarding the interpretation of Canva, it has the best global ranking position than its
competitors, which clearly states that most people visit their website more frequently. Most
importantly, it is ranked 1 in the category of computer Electronic and technology. Also, on the
Traffic overview graph, a consistent increase is being shown every month. The total visit to the
Canva Website is 234.63M, which is an outstanding number. But the only issue is the bounce
rate, where a reasonable Bounce rate is between 40%-55% but over here for Canva, showing
26.66%, which means there is significant room for improvement.

Regarding Web Traffic by country, Canva is not that popular in India, but countries like the US,
Brazil, Mexico are active users. Most importantly Canva is having the highest Total visits than
its competitors.

The key issue I found in Canva web analysis is that it has no data for referrals, wherein referrals
we see which websites are sending traffic to this site. In Canva ltd its NIL(no data), which is not
a good sign, where by using referrals, they can actually increase the visits to their website and
make a significant impact on the total views and increase the number of users.

Another drawback, compared with the other competitors, Canva ltd involvement in social media
is drastically low.  Other competitors are active at least in one social media platform, but Canva
failed to increase their customers through social media platforms.

Canva for Display Advertising uses Google Display Network the most, but the Display
Advertisement percentage is showing 0.28%, which is not a good sign. Therefore, they need to
concentrate more on the right content with the right keywords and reach the right audience at the
right moment. Most importantly, Match the message and bid to the moment to get the right
audience.
Placeit
Placeit is a powerful online mockup, video and design template generator. Placeit teams combine
design and technology to develop high-quality branding and marketing solutions that allow
everyone, from individuals to large corporations, to create stunning visual assets for their brands
regardless of technological or creative abilities.
They take pride in transforming complicated interface and layout issues into effortless tools for
our customers. They have three main goals for their platform: Make it easy to use for their
customers, Offer our users an ever-expanding collection of assets to meet all their needs and last
one Make professional branding, promotion and marketing tools accessible for everyone.

According to Similarweb, Placeit has been ranked 5,052 and also a red downward arrow is also
shown which clearly states that their ranking position is falling which is not a good sign. With
regard with the Category Ranking they are positioned at 14th position.
In regards to website traffic, Total visit is showing 4.97M, Average Visit Duration is 8min 56 sec
and its showing pages per visit is 18.77. Bounce Rate is 34.60% which is no bad but still room
for improvement.

In terms of usage, Placeit gain its highest usage from USA, second position comes India where it
shows 6.23%
The source of traffic for Placeit is through web searches with 39.02% followed by direct traffic
with 35.97% also Placeit is active in other source traffic like referrals, social media, and even
display ads

14.47% of traffic is from Referrals and the top referring sites for Placeit.net are mockups-design,
design tutsplus, mockup world and so on
Of the 39.02% traffic visits from online searches, with 66.54% are organic and 33.46% are paid.
The frequently used keyword are Placeit, intro maker, gaming logo maker and YouTube intro
maker

The users who visit the website from social media websites, 74.51% of them are directed from
Youtube. Followed by Facebook with 13.83%, Instagram, pinterest and whatsapp are not being
used activity by placeit.
In display advertising, 4.57% of traffic is from Display ads, where Google Display network is
being used majorly for the display advertisement. Also Dafont, Cooltext, pfmaker are the leading
publishers referring advertising traffic to placeit.

Based on user base data, the audience of Placeit are interested in Computer Electronic and
Technology category the most, also gaming category comes under Placeit.
The competitors are Brand crowd, mock up world, logo maker, and render forest

Interpretation

According to the overall Web analysis of Placeit, there is still room for improvement. The global
rank for Placeit is 5052, which requires a huge improvement. But on the Category Ranking, they
are ranked 14 for the Computer Electronics and technology category.
The traffic overview graph shows a decline from the month of October 2020 to March 2021.
Thus, this clearly indicates that they need to concentrate on activities that can improve their total
visits to their websites by optimizing search engines' content and targeting long-tail keywords.
Compared to other competitors like Canva and Crello, the Placeit is active in India, where we
could find 6.32% of visitors of Placeit comes from India.
Most importantly compared to other competitors, Placeit is more active and have a high visits in
the social media platform, with 4.88% But their main marketing strategy is focused on Web
search with 39.02% of traffic coming from this channel, followed by direct traffic with 35.97%
which is a good position.
Again compared with competitors, Placeit has got the highest Percentage for Referrals of 14.47%
and the top Referring sites are Mockup-design, Design tutplus and so on. And the top destination
Sites from Placeit are twitter, Paypal.
Of the 39.02% traffic visits from online searches, with 66.54% are organic and 33.46% are paid.
The frequently used keywords are Placeit, intro maker, gaming logo maker, and YouTube intro
maker.
YouTube is the key for Placeit in the social media platform with a 74.51%, which is the highest
compared to the competitors. But not active on other platforms like Pinterest, Instagram, and
Facebook. Thus, they need to make sure they create and develop innovative posts to market their
website through these platforms as they are easy and the best platforms to increase users.
Again most significant advantage for Placeit compared to its competitors is that they have the
highest display advertising. Of these, 4.57% of traffic is from Display ads, where the Google
Display network is being used majorly for the display advertisement. Also, Dafont, Cooltext,
pfmaker are the leading publishers referring advertising traffic to Placeit.
Crello
Crello is a graphic and video design app that allows you to build professional-looking projects in
a few clicks using designer-ready models or from scratch using a variety of design software and
features. Crello has everything a designer could possibly need to create a fantastic graphic or
video design, including over 12,000 static and 5,000 video ready-made design models
(renewable weekly), access to a 70-million-image Depositphotos stock image library, and
exclusive Curated content from Depositphotos' own photo studio Lightfield Productions that has
never been seen before on the Internet. Therefore, all like pretty eye-catching graphics or video
clips from time to time to spice up our lives or to commemorate special occasions are covered by
Crello.

According to similarweb, Crello is ranked as 21,269 worldwide, and Crello is ranked lowest
compared to their competitors. And they are ranked 16 for the Category of computers electronic
and technology.
Crello registers a total visit of 2.69m and an average visit duration is 4min 36 sec. Also pages per
visit is 3.75 and the bounce rate is 37.69%, where a bounce rate in the range of 26 to 40 percent
is excellent, Therefore Crello has a good bounce rate but still room for improvement.

Being a Russian website, Crello has its highest user base from the same country with a
percentage of 13.41% followed by Brazil, US, Ukraine and Mexico.
Crello aslo gets its highest traffic through web searches of 49.65% then comes the direct traffic
with a 43.21%, other traffic sources are drastically low which a drawback for Crello

With regard with Referrals Crello have a 1.41%. And their top Referring sits are Lumpics.ru,
buffer.com, click.mail.ru, and depositphotos.com but their top destination sites are Facebook,
and Paypal
Of the 49.65% visits through online searches, out of which 80.08% organic search and 19.92%
are paid search. And the top keywords are Crello, video to gif, background remover.

The Crello’s presence in the social media platforms is just 3.16% and YouTube media is the
most frequently visited media with a 41.25%, followed by Facebook 27.18%, rest platforms are
just 7%
Crello does not use Display advertise itself across the internet, as a result there is no customer
base visiting their website from Display advertising.

Based on user base data, the audience of Crello are interested in Computer Electronic and
Technology category.
Apart from the above mentioned competitors Crello as other competitors like biteable.com,
visme.co, pixteller.com, renderforest.com

Interpretation

So the first key point to be mentioned is that Crello’s Global Ranking is the lowest compared to
other competitors. Thus they have to improve their site ranking by updating their Content
regularly, then taking care of the Metadata that is effective Title Metadata and Description
Metadata.
Then concerning Traffic source, Crello is having the highest search traffic of 49.65% compared
to their competitors, also active in the direct traffic of 4321%
But the massive drawback for Crello compared to other competitors is that they are totally
inactive in the display advertisement. There are some advantages of using display advertising,
like grabbing the audience's attention with eye-catching visuals or rich media. And Google
Display Network is the most useful source because it allows you to connect with customers
across a million websites.
Regarding the keywords for Crello, most of the keywords are in the Russian language, thus
compared to the other three competitors, Crello is the only one who used more Russian keywords
than English keywords.
The Crello’s presence in the social media platforms is just 3.16% and YouTube media is the
most frequently visited media with 41.25%, followed by Facebook 27.18%, rest of the platform's
average is just 7%
Coolors
Coolors is an effective method for building and storing color palettes. It helps you to create
perfect color combinations in a matter of seconds. And if you don't have a lot of design
experience!
Thus simply press the spacebar to create a random color palette, click on the color you want to
lock it, and repeat these steps before you get the desired effects.
We can also pick the colors from a photo with the Image Picker and create a beautiful palette
automatically.

According to similarweb, Coolors has been ranked 5,836 worldwide, also it is ranked same with
Crello for Category ranking of computer electronics and technology.
Coolors displays an fluctuating graph wherein the total visits is 4.06M and Avg. Visit Duration
of 5min 05sec, pages per visit is 21.62 and the bounce rate is 27.29%

Coolors also has its highest user base from USA of 18.37% followed by Brazil of 8.06%, then
Philippines, France and UK.
Coolors gets its highest desktop traffic from direct visits to its website. Then 32.89% of Search
visit, but other sources like Referrals, social media platforms, mail and even Display Ads are
being actively used thus fail to use all the sources to increase the web visit

With Regard with Referrals Coolors is having 2.01% of traffic is from Referrals. And their top
referring sites are htmlcolorcodes.com, mediun.com and undemy.com
Out of the 32.89% users that visit the website through web search, 99.99% of the visits are
through organic searches. Paid traffic is just 0.01% which clearly states that not much investment
is made for leading keywords, Keywords are essential as they are used in web content to make it
possible for people to find your site via search engines.

Coolors web visits from social media is mainly from YouTube with 47.51%. But overall
presence in the social media is just 1.01% which is not a good sign, thus need to focus more on
bringing in more creative and innovative post and content.
Of the 0.02% user visiting the website through display advertisement, And their Top ad
Networks delivering the ad is just Ziff davis.

Based on user base data, the audience of Coolors are interested in Computer Electronic and
Technology category
Competitors are colormind.io, mycolor.space, dribble.com and visme.co are the other
competitors than the ones mentioned above

Interpretation
The critical interpretation that I have noticed for Coolors is that all the other three competitors
had some Top destination sites in their Referrals, but Coolors had zero leading destination sites,
which means there are no websites to divert from coolors.co
Regarding the Search traffic, Coolors are the only one who has the most negligible percentage
for paid keywords, they totally engage in organic keywords. Out of the 32.89% of users that visit
the website through a web search, 99.99% of the visits are through organic searches. Paid traffic
is just 0.01% which clearly states that not much investment is made for leading keywords,
Keywords are essential as they are used in web content to make it possible for people to find
your site via search engines.
Even in social media platforms they are just 1.01% of traffic is from social media, which is not a
good sign, thus they need to focus more on bringing in a more creative and innovative post and
content.
Most importantly, every other competitor had some percentage of Google display network for
their display ads, but Coolors only Display ad network was with Ziff Davis, which was quite
fascinating to see.
But for Coolors there is still room for improvement. They can use the Google display network
for display ads as most people use Google as a search engine. Also, they need to be more active
on social media platforms.