Zara, Brandalley and Superdry, the brands killing it online in the UK

New York - SimilarWeb has just launched their 2018 Momentum Awards, where they recognise websites with exceptional performance in their category over the past year. According to the digital marketing intelligence agency, Zara.com, Brandalley.co.uk and Superdry.com are the best performing websites in the apparel category across the UK.

How is this ranking built? From SimilarWeb explain to FashionUnited that they examined the top 1500 sites (by traffic) within each category, and examined their traffic patterns over the past year, comparing 2017 and 2018 average monthly traffic. Winners were selected based on a combination of traffic growth and improvement on specific sources, including SEO, Brand, PPC, Display, Social and Affiliates.

Within the retail industry, Zara.com saw high SEO correlating to a 43 percent increase in non-branded traffic, while Brandalley.co.uk increased their PPC by 144 percent, contributing to their 51 percent increase in overall website visits.

“As high-street Apparel sales continue to suffer, our online winners managed to differentiate themselves from the competition. Zara continued to improve with precision targeted non-branded keywords to maintain SEO strength. Superdry saw increased brand growth for its UK-based, faux Japanese clothing label. BrandAlley used a combination of email campaigns and PPC, to drive traffic to its year-round sales,” summarised the awards’ organisers.

Meanwhile, Secondhand & Consignment category grew significantly year over year. Another trend identified is the unstoppable advance of mobile.