Home Depot Performance Metrics Analysis

Analyzing the performance metrics of your company’s website is essential for determining your website’s success and for ensuring an optimal user experience exists. Cumbrowski (2008), lists 50 questions that help evaluate a website, such as does the site load quickly and does the index page entice a visitor to explore more of the site. After evaluating the Home Depot’s website with these questions, I think their website is of high quality, user-friendly, and inviting. It is simple, clean, and visually appealing with their pictures of lovely homes and rooms. Each product has an overview, specifications, photos, and reviews, allowing for an easy and assuring shopping experience. The website is also well organized and allows you to shop by department, room, or project. Their website is also easy to access via their various social network pages.

I used SimilarWeb.com to obtain the following data and to analyze the performance of HomeDepot.com. I found that the Home Depot website is #360 for global rank, #67 for U.S. rank, and #1 for category rank of “Shopping >Home and Garden”, all higher than their similar competitor, Lowes. Total visits in January 2018 was at 130.38 million and people usually spend about 5 minutes visiting the site and view over 5 pages. Almost half, 49.76%, of it’s traffic comes from searches, with 83.75% of those being organic and 16.25% paid. Following in top three traffic sources are direct visits at 32.19%, referrals at 11.88%. 

A small amount, 1.84%, of the website’s traffic comes from social networks and perhaps this could be improved. Carter (2018), states that “95% of 18-34-year-olds prefer to follow brands through social networks” (para 1). Some key factors that Carter (2018), suggests using when measuring whether your social network pages are impacting your target market include your follower count, impressions, and follower engagement. 

44.15% of the Home Depot’s website social network traffic stems from Facebook, followed by YouTube, Reddit, Pinterest, and Twitter. The Home Depot’s Facebook page has over 4 million page likes and followers, the most compared to their other social network channels. The Home Depot seems to do well with their Facebook page, with Buzzsumo showing one of their posts gaining 50 thousand engagements. 

                                                       

                                                                        References

Buzzsumo.com. (2018) Retrieved from: https://app.buzzsumo.com/research/most-shared?type=articles&result_type=total&num_days=365&general_article&infographic&video&how_to_article&list&what_post&why_post&q=homedepot.com&page=1

Carter, R. (2018 January 16). The ultimate list of social media KPIs to leverage business growth.  Sprout Social. Retrieved from: https://sproutsocial.com/insights/social-media-kpis/

Cumbrowski, C. (2008 February 20). 50 questions to evaluate the quality of your website. Search Engine Journal. Retrieved from: https://www.searchenginejournal.com/50-questions-to-evaluate-the-quality-of-your-website/

SimilarWeb.com. (2018 January). Retrieved from: https://www.similarweb.com/website/homedepot.com