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How to increase website traffic like REI

by Jordan Ehrlich, on July 10, 2018

How to increase website traffic like REI

[This blog is inspired by an eBook we published called "Drive Traffic like REI" - for more insights and takeaways, download the ebook here.]

Download REI eBook

Here at DemandJump, we swear by a book by Greg McKeown called Essentialism. In it, McKeown repeatedly urges us to ask the question,

Is this essential?

in order to identify the efforts most impactful to our success. To apply one of McKeown’s other questions to the business lens - would you ever think to yourself, 

I wish I spent more money on nonessential ads

Of course not! Yet companies who do not rely on strong technology and data partners do this every day without knowing it - by investing in the wrong keywords, affiliate sites, and other channels in attempts to drive site traffic.

So, as a marketer, how do I differentiate between good and bad digital marketing decisions without simply guessing and learning from my mistakes?

Seeing where your online competitors generate substantial traffic from is one way to determine “the vital few” digital marketing efforts that are worth investing in. Quantifying competitors’ successes through these channels paints an even more informed picture.

Let’s take a look at some of DemandJump’s Traffic Cloud® insights to learn a lesson from a Sports & Outdoor industry leader REI.

REI knows what keywords drive traffic to their competitive space

REI currently dominates the Sports & Outdoor keyword market. It has 24% keyword coverage within this space - meaning of all the keywords driving traffic to REI and their competitors, REI is capturing traffic from 24% of them (both Paid and Organic).

This is best in class.

The company does this by understanding the market’s search patterns in detail, through data, and building Organic and Paid keyword strategies around that information.

REI doesn't waste money on the wrong keywords

Understanding where and how your consumers are searching for your brand is critical to effective marketing.

Too often, we see eCommerce sellers in Sports & Outdoors listing products based on manufacturer specification or how the seller thinks its customers are searching.

This causes them to waste money bidding on keywords that customers aren’t actually using to find their products.

REI diversifies its traffic portfolio with powerful affiliates

Looking into affiliate traffic to REI’s site, we see the company gets 18% of its total affiliate traffic from CleverHiker.com. Their nearest competitor for this influencer’s real estate is BackCountry.com who only receives 4% of their total affiliate traffic from CleverHiker.

Plotted percentage of total site traffic from CleverHiker.comSource: Traffic Cloud®

Taking this insight a step further, if BackCountry wanted to position itself to steal CleverHiker traffic from REI, it could monitor the site’s traffic to REI on the Traffic Cloud® platform through time, wait for a downward trend, and focus efforts on the affiliate during that time to more efficiently utilize digital resources.

REI separates the noise from what’s actually adding value to its digital strategy - what’s essential. At DemandJump, we find that having vision into your competitive ecosystem is key to winning your industry. Being able to benchmark yourself against competitors gives the insights necessary to make sound, data-driven business decisions - and never fall behind.

Download REI eBook

If you're interested in this topic, be sure to download our full REI eBook for more specific insights and a taste of the DemandJump Traffic Cloud®.

Topics:Traffic Cloud® InsightsDemandJump


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