3,284,402

932,915

182,787

881,496

663,067

0 750,000 1,500,000Total traffic

2,250,000 3,000,000

60,080

5,924

2.96

10,060

3,852

3.45

72,604

16,015

3.16

30,266

9,894

4.10

Importance of Paid

AD TRAFFIC

KEYWORDS

AD POSITION

0

25

50

75

100

1-3 4-8 9+Ads in position

Ad position in Google (based on top 100 adwords)

Adword Position

61

81

5459 61

0

25

50

75

100

Unique Landing Pages

Google AnalyticsCoremetrics

Google AnalyticsMixpanel

Google AnalyticsMixpanel

Google Analytics

Google Analytics

Bazaarvoice

Monetate

Bazaarvoice

TeaLeaf

Optimizely

Hotjar

CrazyEggHotjar

Craftman’s Toolbox

What’s the story?

5/10

TrafficInsight: Revenue comes from traffic that converts. Having more traffic than your competitors is a real advantage.

Analysis: With over three million visits in August, Halfords dominated the online market. Being that far ahead in attracting market interest and still losing out in sales suggests a significant failure to understand your customers.

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How they score against the Good Growth Benchmark

6/10

PPC PositionInsight: If you are confident about your sales execution (i.e. customers stick on your pages and convert well) then you don’t have to outbid your competitors to gain a top 3 ad slot, which is where you will attract exponentially more traffic than at position 4 or below.

Analysis: The confident players in this market are Evans Cycles and online store Wiggle, both of whom are competing on more keywords and doing so more successfully than Halfords. Halfords’ performance suggests a lack of confidence in their own execution and as a result their marketing investment is not returning as much value as those of these two competitors.

3.6/10

Landing PagesInsight: Landing pages are a mark of how well you understand the different customer needs that you are fulfilling. More pages, more thought is being put into the marketing proposition and the following sales execution.

Analysis: Evans Cycles compound their advantage in advertising effectiveness by ensuring that they differentiate significantly in the market between customers and their interests and needs. Halfords’ c.40% fewer landing pages suggest a failure to really understand the market.

ToolboxInsight: Listening to your customer is vital, without understanding the needs and wants of a potential buyer it is near impossible to improve conversion.

Analysis: Halfords may be looking at the market, but there is no doubt that Evans Cycles are using their toolset to far greater effect.

What can you tell from this?• The obvious conclusion: Halfords are underperforming online and had the sun shone for all of August, they still would have lost sales.

• The inevitable conclusion: If you don’t differentiate through deep customer insight you won’t win online

• The surprising conclusion: Online challengers Wiggle have the potential to keep Halfords under a cloud if they can drive their performance harder by generating even greater insight and using this to test for growth.

• The insight: Whilst Halfords are the brand leader by a long way, Evans Cycles with its history of catalogue retailing and e-tailers Wiggle between them are ensuring that as winter approaches we are likely to hear a lot more about bad weather from the Halfords CEO.

3.6/105.6/10

Was it really the rain that put Halfords cycle sales on the skids?

halfords.com evanscycles.com tredz.co.uk wiggle.co.uk decathlon.co.uk

46,432

10,635

3.22