During the year of 2017, the monthly flow of Gucci official network continued to increase, and the number of visits in December was 4 million 700 thousand times higher than in the same period in 2016, only 1 million 900 thousand times. In most months of 2016, the number of visits was at least 1 million less than that of the same period in 2017. At the same time, the rate of Gucci site pop-up, that is, the ratio of visitors to a single page, has also improved, down from 41.4% in 2016 to 34.1% in 2017.
Such a change is mainly due to the growth of organic search. That is, after search engines enter keywords, they jump to the website, which accounts for 41.6% of total Gucci traffic and 25.5% of direct search. External links and opinion leader networks are also closely related to the growth of Gucci’s Web site access – last year, Gucci 10% came from external links. Of these, Reward Style is the most important source. But in December, the most important external chains were from Polyvore.com and Lyst.com.
Gucci was the only luxury brand on the list and was awarded the Momentum Awards award by SimilarWeb. Compared with Louis Vuitton, Chanel, Burberry, Versac, YSL and other luxury brands, Gucci’s annual online access volume increased by 12.3 percentage points, from 21.6% in January 2017 to 33.8% in December. In December 2017, Gucci was far more accessible than rival Louis Vuitton, which was visited 2 million 900 thousand times a month.