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Adidas Frequently Asked Questions (and answers!)
Adidas Frequently Asked Questions (and answers!)
What is the difference in granularity between Similarweb and SEMRush when tracking offsite searches?
Similarweb has the granularity needed to help Adidas DPC strategise its product assortment down to the colour, size and model
What is the difference in real-time relevancy between Similarweb and SEMRush when tracking offsite searches?
Similarweb has the real-time data needed to help Adidas DPC build more agile, seasonal strategies based on shifts in consumer demand
How is Similarweb able to calculate onsite search visits?
How can I find the actual Page views in Popular Pages instead of just the % share?
We see a lot of branded terms offsite even after applying filter for Non-Branded keywords. Example- “Yeezy” and “Ultraboost” are both branded keywords but they show up as unbranded keywords on SW.
Similarweb defines branded keywords based on the name in the URL , if the name is not in the URL it won't catch branded keywords such as Yeezy or Ultraboost.
How is the monthly average search volume estimated?
We combine Google data alongside our Contributory Network data.
Since Similarweb captures search terms by URL changes, would it have false high volume for search terms for websites where consumers use more navigation than search?
No. We are catching only visits who have on site search in their session. Therefore, in cases where there are more inner navigation compared to searches (like Asos) our estimation will be lower.
What do conversion visits indicate? Does it mean that users searched for a term and bought a product for the same term? It can be that they searched 5 keywords in their consumer journey and bought a product. So all 5 search terms will have 1 visit each and 1 converted visit each?
In general On-Site-Search (OSS) methodology can only catch phrases in the search bar on a site. Similarweb is able to capture these OSS queries (which are often displayed within the URL, just like search engine queries), and then follow the post-search journey and identify whether the search resulted in a purchase or not. In many cases, a consumer performs multiple searches within a session.
Similarweb’s OSS conversion attribution is based on a linear attribution model - each search term is given a share of the conversion, split evenly across all searched terms in a given session. The calculation is based on product views to product purchases. Additionally, by leveraging our learning set, we're able to deduce the correlation between the number of searches and the number of purchases, resulting in an additional “purchase volume factor” which may affect the conversion rate on certain sites. According to this attribution model, Similarweb tracks the keywords that were associated with a purchase of a specific brand or category, and disqualifies purchases of brands/categories outside of those chosen for the specific analysis. That means that we don't see purchases for exact products, only for searches.
Can Similarweb capture onsite searches from mobile website and mobile app?
Conversion analysis is desktop only, so the OSS data for conversion analysis is only based on desktop data for this feature. There are other features that capture search traffic for desktop and mobile web such as our keyword analysis and keyword generator (Amazon / Google / YouTube) features.
Since Similarweb tracks URL changes, is it possible to capture consumer journey to know what filters & sub-filters consumers use in their product discovery?
No, capturing the consumer journey inside a site is something that can be done in a custom report, but is not part of the OSS metric in conversion analysis.
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