Five websites cover the 80% of the total beauty traffic in Italy on a monthly basis, while just 7 unauthorized websites enter the top 20 but with a very low Traffic Share.
In average out of the total monthly visit, around 50% are unique ones, meaning that in average a consumer visit twice a month the website. The visits in average last more than 2 minutes and involve 4 pages, thus with an average time spent on each page of 40 seconds. Also bounce rate is an important parameter, the lower the better.
- notino.it holds the highest traffic share at 30%, with nearly 4 million monthly visits. Its relatively low bounce rate (47.6%) and high pages per visit (5.41) indicate good user engagement.
- douglas.it (22% traffic share) and sephora.it (17% traffic share) also rank among the top sites, showing significant market influence.
- The non-authorized retailers have all worst kpis apart casadelprofumo.it that proposes also testers (not supposed to be sold)