alexa-featured

Alexa for Chinese Internet and Chinese Websites

  |  April 16, 2012   |  Comments   |  

Do you need to find unbiased, third-party information about a website on the Internet? This service should be able to help.

Alexa is one of the most popular sites that webmasters, online advertisers, and Internet trend researchers use to get information about websites including top sites, Internet traffic statistics, top search keywords, and related links.

How Alexa Works

Alexa offers traffic rank as a number for each site that it measures. This traffic rank is a measure of page views and users of a website and is based on three months of aggregated historical traffic data from millions of Alexa Toolbar users.

  • Alexa's "reach" measures the number of users, so it shows the popularity of a website.
  • Page views: The number of pages viewed by site visitors over the last 3 months in which multiple page views of the same page made by the same user on the same day are counted only once.
  • Bounce %: Bouncing is caused by users exiting a website, without clicking anything on the landing page or browsing another page of the website.
  • Time on site: The average time a user spent on a website.
  • Search %: The percentage of a website's traffic that comes from Search engines.

The sample size of the traffic data collectable by Alexa directly affects the accuracy of a website's Alexa traffic rank. Websites that have relatively low traffic will not be accurately ranked by Alexa. And for some of the low traffic websites, Alexa will have insufficient data collected so will provide no traffic report at all. Examples:

  • The traffic rank of websites with fewer than 1,000 monthly visitors will not be accurately determined.
  • The traffic data estimated for the websites with traffic rank that are out of the top 100,000 are not reliable.

Why Use Alexa for Chinese Websites?

Alexa is a free service and a quick tool, when you need to find unbiased, third-party information about a website on the Internet and quickly get a small snapshot of Internet marketing information for the website.

For example, if you're considering buying advertising space from a website, use the website's Alexa traffic rank to estimate how much traffic this website will be able to deliver to your website.

Alexa allows you to compare up to five websites regarding traffic rank, reach (users), pageviews, pageviews / users, bounce %, time on site, and search %.

Let's compare the reach (popularity) of five Chinese B2C websites (Dangdang.com, Amazon.cn, 360Buy.com, Paipai.com, Vancl.com) on Alexa:

For Dangdang.com, let's look at the Alexa Traffic Rank (global rank) and CN Rank:

Let's look at Dangdang.com's search traffic including: Top search queries, 1-month increase search queries, and 1-month decline search queries:

**TopQueries***

Issues with Alexa

Besides when a sample size gets too small, Alexa traffic rank and reports can be inaccurate. Reasons why Alexa can be inaccurate include:

  • Alexa relies on statistical sampling that isn't random and determines websites' ranking by counting the number of web pages that were visited by people who have downloaded the Alexa toolbar.
  • The group of people is mostly random, who are mostly webmasters, Internet marketers, and other marketing-related and/or market research-related people.
  • Many technical guys' statistics can be completely out of the calculation of the Alexa ranking as most of them may not want to install toolbars that may spy on their surfing behavior, even when Alexa collects only aggregate information that doesn't show individual behavior.

Tags:

Subscribe to ClickZ Asia to receive your weekly dose of the region's latest trends, tips, and insights straight to your inbox.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

ABOUT THE AUTHOR

Gordon  Choi

Gordon Choi has paid search experience in Google AdWords and Baidu since 2003; Yahoo/Bing since 2002 and SEO and web analytics experience since 2005 across China, Asia, U.S., U.K. and Australian markets. He gathered China Internet experience through working in-house at Ctrip.com and Alibaba.com and now specializes in setting up SEM/SEO strategies, managing online campaign operations, and implementing web analytics solutions for clients.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Analytics newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

Resources

Jobs

    • Digital Marketing Analyst
      Digital Marketing Analyst (GovLoop) - Washington D.C.Are you passionate about audience acquisition? Love effective copy and amazingly effective...
    • Product Specialist
      Product Specialist (Agora Inc. ) - BaltimoreDescription: The Product Specialist is hyper-focused on the customer experience and ensures that our...
    • Partnerships Senior Coordinator
      Partnerships Senior Coordinator (Zappos.com, Inc.) - Las VegasZappos IP, Inc. is looking for a Partnerships Senior Coordinator! Why join us? Our...