Traffic Data Analysis of the Sainsbury’s E-commerce Platform and Proposals for Additional Improvement

Sainsbury's UK-based online shopping platform is accessible through “Sainsurys.co.uk”. According to Similarweb, this platform bears a global hierarchy of 1627 and ranks 65 in the UK (Similarweb, 2024). This indicates that Sainsbury's e-commerce platforms have a strong existence both globally and within the UK. Some other key traffic-related aspects of Sainsbury's online shopping platform are discussed below according to the traffic data results provided by Similarweb.

Traffic Metrics:

●       Total Visits: “Sainsurys.co.uk” has received a total of 19.3 million visits.

●       Bounce Rate: The bounce rate of “Sainsurys.co.uk” is 43.65%. This indicates that a substantial portion of shoppers or visitors encounter the shopping site of Sainsbury's beyond its landing page.

●       Pages per Visit: On average, the “Sainsurys.co.uk” possess a visitors view of 9.66 pages per visit. This indicates a strong content engagement of the platform.

●       Average Visit Duration: Visitors or shoppers spend approximately 5 minutes on average on the “Sainsurys.co.uk” site per visit. This suggests that the “Sainsurys.co.uk” platform's contents are engaging sufficiently to maintain visitors' attention.

Traffic Sources:

●       Direct Traffic: The direct traffic visit on the “Sainsurys.co.uk” accounts for 53.67%. This indicates substantial direct navigation or brand recognition.

●       Organic Search: Donates 33.94% of the total traffic on the "Sainsurys.co.uk" site.

●       Social Media: Social media sources generate only 0.76% of the total traffic generated from diverse sources. This indicates chances for improvement of marketing strategies in the social media platforms. In this, YouTube plays a significant role as it generates 45.17% of the total social media traffic and Facebook generates 22.53% of it.

●       Referrals: Account for 1.5% of the total traffic which indicates potential for development in referral traffic methods.

Visitor Demographics:

●        Gender Distribution: The audience on the “sainsburys.co.uk” site is predominantly female with 57.07% of the total visits whereas male visitors possess 42.93% of the total visits.

●        Age Distribution: The most considerable age group which visits the “sainsburys.co.uk” site falls within the age group of 25-34 years with 25.56% of the total visits. Further, the age group 45-54 years possess 18.42% of the total visits and the age group 35-44 years possess 17.87% of the total visits. This indicates that the “sainsburys.co.uk” site attracts a younger shopper base compared to others.

Further suggestions for Improving the Traffic on Sainsbury's Shopping Website:

To improve the traffic on Sainsbury's online shopping website the company can enforce the following recommendations.

Expand Reach of Social Media Channels: The traffic generated from Sainsbury's associated social media networks only generates 0.76% of the total traffic. Hence, the company should focus on expanding its reach of social media channels. Expanding the reach of social media platforms helps an organisation to expand its reach to more shoppers which can help a company to come in sight of more people. This will gradually increase the traffic from social media channels (Singh, 2021).

Produce Interactive Marketing Content for Social Media Platforms: The overall generated traffic from the social media outlets to "sainsburys.co.uk" is only 0.76%. This indicates that Sainsbury's marketing content on social media platforms is lacking enough to capture people's attention appropriately. Creating interactive marketing contents which align with diverse shopper interests and preferences helps an organisation draw more visitors to their platforms (‌Purnomo, 2023).