Webtrends’ analytics helps ASOS expand in international markets


Leading UK fashion website, ASOS, has taken its online wardrobe to foreign shores in the past year launching country-specific websites in the US, France and Germany. Localised websites have contributed to a 142% growth in international sales, and ASOS credits Webtrends for providing it with vital data that helps it monitor and understand the growth.

Whilst other e-commerce retailers have made tentative steps to tap into the shopping habits of consumers away from British shores, ASOS has succeeded by taking the time to understand its customers in each market and create country specific websites showcasing relevant products to them in their own language and currency, said Webtrends. While a dotcom site has global appeal, consumers have more confidence purchasing from a local language version of a site and will embrace a brand tailored for their cultural and regional differences, it said.

ASOS can monitor the success of these sites by using Webtrends Analytics and Visitor Data Mart, part of Webtrends Segments. The team can analyse interaction with the sites and identify the best converting traffic sources and campaigns. KPIs can be compared and contrasted between sites or viewed in ‘roll-up’ form as a whole. Segments of users meeting certain criteria, for example signing up to the latest style news or adding on trend products to their bags, can be created and analysed in greater detail.

Webtrends said ASOS has simplified web and campaign KPI reporting with its advanced data extraction options – staff have relevant analytics data delivered directly into their Excel dashboards, updating in seconds and negating the need to log-on to additional tools or sift through reams of irrelevant data. ASOS estimates it has saved up to one working day per week in certain teams on reporting.

David Williams, head of customer intelligence, ASOS, said: “ASOS’ success is born from our ability to continually engage our customers through product, service and technology. More than just an e-commerce site, we are a fashion destination. As we grow internationally it becomes crucial to have relevant and easily accessible KPIs at our teams’ fingertips, enabling them to make the right decisions on marketing campaigns, website enhancements and of course content. Webtrends’ technologies help deliver this to us in a way that fits with our business and our ambitious growth plans.

“Later this year we will launch additional international sites in Australia, Spain and Italy and further improve Mobile, ASOS Marketplace and ASOS Fashion Finder – and will again look to Webtrends to provide a crucial piece of the customer centric data we need to fully understand and exploit these opportunities.”

Nick Sharp, VP and general manager EMEA and Australasia, Webtrends, said: “The value of data is incredible but only if the information is accurate and easy to understand. Delivering an e-commerce site that’s tailored for a local market, even if the differences are only very subtle, can have a massive impact on revenue opportunity as demonstrated by ASOS. Data provides the insight into what customers’ want, a one-size-fits all approach just doesn’t work.”