Customer Traffic Data

1. Visits:

(114.2M, -2.63% MoM) H&M's website traffic saw a slight decline compared to the previous month. This decrease may indicate a seasonal effect or issues with marketing effectiveness.

2. Engament Overview:

The average Visit Duration is 3 minutes and 59 seconds; this suggests a relatively high level of user engagement.
Pages per Visit is equal to 7.14 pages, indicating strong user interest in exploring the site.
The bounce rate indicates 34.86%, which is moderate but presents an opportunity for improvement; a lower bounce rate would signify greater relevance and engagement.

3. Competitors Comparison:

Zara.com surpasses H&M with 120.7 million visits, indicating stronger digital marketing or brand loyalty during this period.
asos.com, urbanoutfitters.com, and abercrombie.com have much lower traffic, positioning H&M favourably in the competitive landscape, although it still trails behind Zara.
Visits in December show a downward trend, likely due to decreased campaign activity after Black Friday and seasonal shopping peaks.

Recommendations

Content Personalisation: Use AI to provide personalised product recommendations and custom landing pages based on users' browsing habits.
Email Marketing: Remind users about items they left in their cart, update them on their wish list, and inform them about loyalty rewards to keep them engaged.
Loyalty Program Promotions: Use personalised messaging to remind customers of loyalty benefits and encourage repeat visits.
Enhance Navigation: Simplify navigation by using intuitive menus, filters, and search features to minimise frustration.
TikTok & Instagram Reels: Increase visibility by utilising short-form video content that highlights H&M’s latest collections.