Topman.com has much fewer unique visitors than its
competitors H&M and ASOS. This metric is important in determining the
awareness of your brand as well as the market share you hold within the
e-commerce arena. To increase traffic, Topman should promote its website more
heavily through social media platforms like facebook and twitter and host
contests to excite the customer and bring them to the site. Post holiday would
be a good time to host such a contest, as this is a time in which traffic on
the site is particularly low. By comparing unique visitor data from past years
with the data recorded during the contest period you can measure the
effectiveness of the promotional strategy.
