SimilarWeb now offers more granular metrics through Digital Insights

SimilarWeb’s new Digital Insights service can track patterns of jeans buyers on Amazon.

SimilarWeb is out today with a new service that offers a more granular look at the paths taken by online buyers, offering insights that the company says are not available elsewhere.

Called Digital Insights, it is a series of custom reports that can indicate how most buyers reached a given destination, which affiliate links or search terms are the highest-converting, and other metrics related to buying patterns. To use the service, marketers contact SimilarWeb through its website, describe the question(s) they want to answer, and the company sets up a customized arrangement for pricing, kind of report and report frequency.

It is intended to complement the Israel-based company’s regular PRO service, which provides traffic stats about websites and mobile apps. It uses the same data set, which SimilarWeb says covers 80 million websites in over 190 countries.

An example custom report from Digital Insights looked at which channels were more effective in selling women’s and men’s jeans on Amazon during last year’s holiday season.

Among its findings: users shop for and buy more men’s jeans on that mega-shopping site than women’s. Additionally, the conversion rate for referral links from affiliates was twice as high as from other routes. The largest number of users looking at those products on Amazon came from direct entry of the Amazon.com URL. Here’s a page from the sample report:

From the sample Digital Insights report about jeans buyers on Amazon

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About The Author

Barry Levine

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.