Image from: daniel4d
Beauty junkies beware: Sephora’s got a brand new website and has just wrapped up a killer campaign to show it off. Back in April, Sephora completely redesigned their website, and although traffic slightly decreased in April due to mixed reviews from visitors, Gizmodo proclaimes their new site to have the best-organized search for beauty products on the web. Sephora’s new site is a force to be reckoned with and other beauty retailers should take notice.
In an effort to increase awareness about their new website, Sephora launched their “15 Days of Thrills” campaign where each day, shoppers were given a coupon code to use for a free product, but more importantly, shoppers could also enter to win one of 15 awesome prizes, named “Big Thrills”. While the coupon codes for free products were certainly enticing, the “Big Thrills” were just that – big and thrilling. Prizes ranged from a designer handbag, a chance to walk the red carpet and a $5,000 shopping spree.
So was their campaign a success? I looked into the daily reach and attention to sephora.com during the “15 Days of Thrills” to find out.
Looking at the last three months, we can see that daily reach, a measure of how many people visit a website as a percentage of all U.S. Internet users online, was at its highest during the “15 Days of Thrills”, however it appears to have dropped off in the past few days now that the campaign has ended. What is perhaps even more important, is that daily attention, which considers all the time we collectively spend online and then determines what percentage of that time was spent on a given site, remained relatively low, suggesting that users simply logged onto sephora.com solely to enter the giveaway and did not explore the new aspects of Sephora’s site.
To give these numbers some context, I decide to look back further into Sephora’s site traffic to see how “15 Days of Thrills” stacked up against their holiday traffic.
Looking at the 6 month view, we can see that although “15 Days of Thrills” did create a small spike in traffic, it wasn’t able to come close to the surges seen during the holiday season.
Going forward, it will be interesting to see if daily reach and attention to sephora.com continue to drop off, or if they will be able to retain some of the traffic achieved during this campaign. Have you checked out Sephora’s new website. How does it compare to other beauty site that you’ve used?
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