Get my Free Digital Marketing Jumpstart Kit<\/a><\/div>\n<\/div>\n\n\n\nExample 2: Lu.ma<\/h2>\n\n\n\n
For our second example today, we’re going to dig into the website, Luma. Luma’s doing great work when it comes to activating your community. In other words, if you are hosting any sort of online events, they are a great platform that integrates with major video conferencing softwares, like Google Meet, Zoom, and other things like that.<\/p>\n\n\n\n
They’ve really popped up in the last year so because they’re super creator-friendly and they make it super easy as well for creators to monetize events and do all that sort of payment collection, post-event feedback, and things like that.<\/p>\n\n\n\n
Going back into Similarweb, I’m going to go ahead and type in Luma’s domain, which is lu.ma. And then what I can see right off the top is that Luma is ranked a lot lower than Notion wise. In fact, they’re 64,000 in the world, which is still really impressive. However, it’s not nearly as much traffic as Notion had.<\/p>\n\n\n\n
But what you’ll also notice though, is that their traffic is still impressive. There are a million people visiting Luma every single month on average. And you can see that since December, this trend has grown significantly. So if I were to guess in terms of momentum right now, Luma is doing great as a business because this trend is up into the right over the last six months or so.<\/p>\n\n\n\n
Whenever you’re looking at these sorts of traffic trends, if they are going up into the right, it’s a great sign for that business. Oftentimes, for example, if you were to look up some public companies and look for their traffic trends, you can see when their business is getting busier than usual, because more and more people today are connecting to the internet. And as a result, typically when people are getting more traffic, they’re also getting more customers.<\/p>\n\n\n\n
So this is really important to highlight when you’re looking at different sites on Similarweb. When you see secondary and tertiary traffic channels that are often distributed across multiple channels, what that tells you is that there’s probably multiple growth loops going on for this business. In this case, because Luma is so based on events by creators, what’s likely happening is there’s a ton of referral traffic in which people that are attending a yoga workshop are probably sharing with friends as well, or they’re sharing it on social and things like that.<\/p>\n\n\n\n
As I scroll further down, though, what I’m also noticing is that as I look at the referrals for Luma, the top one is actually coming from Notion. And then there’s also things like scrimba, redefiningxr and lapa ninja and things like that. If I were to dig further into this, I might find out exactly whatthese sites are all about, but what I do know is that Notion one is likely because a ton of creators also use Notion. So it makes sense that these two sites often interact with one another.<\/p>\n\n\n\n
Looking to search, I noticed that they are ranking for a few different phrases, aside from just their branded terms. For example, piano classes is something that they’re putting paid placement on. So they’re trying to help piano teachers probably in terms of monetizing their audiences. And if I were to just search the definitions for some of these things, I’d probably be able to find out exactly what it is that they’re placing really well for.<\/p>\n\n\n\n
Scrolling a little bit further down, we’re going to look at their social channels. Here you’re going to see that 33% are coming from LinkedIn. So this is a lot different than Notion, right? Because in Notion’s case, LinkedIn was not in the top three, but in this case with Luma, you can see that a lot of it is coming from LinkedIn as well as Twitter. And if you think about it, this makes a lot of sense as well, because a Luma is not going to be something that you are going to get a lot of YouTube-related traffic to since these events are happening in real time with the calendar. And it’s not like a YouTube video that can be talking about Notion at any point in time.<\/p>\n\n\n\n
So what’s really clear here is that the social channel difference makes sense with relationship to the two different businesses that we looked at today. In the case of Notion that’s something in which it makes sense for people to be talking about that in a video as they might be explaining how they use notion, whereas in a Luma situation, these are happening more in real time. And so that caters very much to LinkedIn audiences, as well as Twitter audiences that are always happening every day with their feed.<\/p>\n\n\n\n
As we scroll down further down the page, we see that they don’t do anything in terms of display ads. We’ll also notice some of the also visited sites, but what I’m more interested in is actually in the competitors and similar sites, it looks like Similarweb is not super precise here because they’re putting things like Unsplash, which is a royalty-free picture site. But that being said though, Similarweb isn’t always perfect when it comes to bucketing the different sites and what they fall into.<\/p>\n\n\n\n
Hopefully what you can tell though, is that there’s a ton of deep data that you can quickly get with this free tool on Similarweb. All you need to do is put in a domain and then you can figure out exactly what these different sites are doing in order to get their traffic, and as a result, get customers.<\/p>\n\n\n\n
Now there are a few caveats. If you’re looking up a really small niche site, or you’re looking up some sort of local site that doesn’t get a ton of traffic then Similarweb will not be helpful to you. However, in the case where the site that you are looking up does gets any meaningful level of traffic, you will be able to use Similarweb to do some reverse research behind them.<\/p>\n\n\n\n
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Big takeaways<\/h2>\n\n\n\n
There are two things that I want you to remember from today’s article:<\/p>\n\n\n\n
- The first one is that you can always look to free tools to get a quick glance as to what might be going on with a competitor’s website. This is an exercise that you can use with a ton of different extensions and things like that. All you need to do though, is do your research and figure out what these tools are in order to help you in this discovery process.<\/li>
- The second thing I want you to remember is that whenever you’re looking up a website on Similarweb, make sure that you are looking at the traffic sources. Look at where people are getting their traffic so that you can then reverse engineer specifically the growth strategies that they might be using in order to get more traffic and more customers.<\/li><\/ol>\n\n\n\n
If you liked this article, be sure to check out my YouTube channel<\/a> to get new videos every single week. I’ll help take you from zero to self-starter as you grow your business, get more customers, and hone your business acumen. Also, feel free to share this with anybody that you think might benefit from learning how to conduct competitor research using a tool like Similarweb.<\/p>\n\n\n\n