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Median Alexa rank
368,144
Average Alexa rank
364,556
Average Alexa rank for overlap sites
9,830,384
Median ahrefs # KW in Top 100
1800
Average ahrefs # KW in Top 100
6933
Median ahrefs organic traffic
4700
Average ahrefs organic traffic
25,876
Average ahrefs Traffic/KW Ratio
3.73
Median semrush # KW in Top 100
2300
Average semrush # KW in Top 100
8150
Median semrush organic traffic
14824
Average semrush organic traffic
46161
Average semrush Traffic/KW Ratio
5.66
Average $ revenue / month
389,348
Note: it seems that semrush is computing more data than ahrefs, which would explain the discrepancy between the estimates, even if the proportions are usually comparable.
According to Storeleads, there are at time of writing (Oct 11, 2021) 2409 Shopify stores active on the Beauty&Fitness / Weightloss segment. We’ve sorted them by ascending Alexa rank and have kept the 20 first in the leaderboard.
For each company, we’ve collected up to 73 data points from various sources: whois, ahrefs, Semrush, alexa, Similarweb, Builtwith, Latka, Apollo, Crunchbase, WebsiteIQ and the main social media outlets. The data estimates are correct at time of writing (Oct 11, 2021) and naturally subject to evolve. We invite you to use the same tools to update the figures.
Click on the thumbnails for details
16 companies out of 20 haven’t reported any VC funding. The most funded entity in the report, Found, has raised $32M so far. You could argue that their impressive organic takeoff has been fueled by the funds at their disposal but it’s worth noting that the main term for which the site is reportedly ranking, “Found”, is a generic term which might generate a lot of irrelevant visits.
12 companies out of 20 don’t have enough web traffic to be surfaced by Similarweb (which doesn’t report detailed numbers for websites generating less than 50K visits per month). This corresponds roughly to the sites displaying an Alexa rank above 500,000.
Social Activity
Instagram, followed by Facebook and Youtube are the main social media outlets exploited by this vertical. Instagram organic engagement, except for Prolon Fast, is rather low though, less than 0.5% on average. 14 companies out of 20 are investing in FB ads, 13 spend money on Instagram advertising. Based on the engagement of their most successful Instagram creative (125 589 likes), we can assume that Bodyboss has spent a substantial budget on Instagram. This has not translated into a meaningful organic uplift. According to ahrefs, they attract 8100 visits per month (18K according to SEMRush). We were surprised to notice that Found hasn’t published any video on their official Youtube channel, definitely a missed opportunity. And despite an obvious female-friendly topic, the players we’ve reviewed are neglecting Pinterest. Only 5 companies out of 20 have more than 10,000 Pinterest followers.
Branding & Content Marketing
A few players have very strong Organic Traffic to KW ratios, Golo, Sascha Fitness and Found are above the 10x mark on ahrefs, but it’s worth noting that Found’s #1 KW is a generic term, which paints a rather misleading competitive landscape. A handful of players rank mostly for branded queries: Fit Girls, BodyBoss, Dragon Pharma. They could extend their organic footprint with long tail info content.
Organic Traffic Evolution
11 companies out of 20 haven’t experienced any major organic traffic increase over the last 12 months. They should invest more resources in content to rank for relevant queries and also, more broadly, in brand awareness. 11 companies out of 20 aren’t active in SEM (Search PPC) according to SEMRush data. They could generate a significant traffic uplift at a reasonable cost, the price per visit generated via SEM ranging from $0.91 (Skinnyme Tea) to $4.14 (Found).
Competitive Landscape & Revenues
None of the companies in this sample is evolving in a significant competitive organic landscape. The average Alexa rank for competitors is 9.8M (!) which could be explained by a mainly ad-driven business + the fact that a few sites do not have many organic competitors because they own their branding space and rank mostly for exclusive branding queries.The average revenue for those companies is $389,348 per month, led by Dr Kelly Ann and 310 Nutrition above the $1M mark.
Pursue low hanging fruits in PPC
If you can identify long tail keywords under the $0.5 mark and if you can manage to generate an average cart value of $50 at max 50% of COGS with a 10%+ return rate at a 2% conversion rate on first visits ($25 per first sale spent on ads), you can allocate a permanent budget to PPC. If you’re bootstrapped, it will be very tough to compete at $1 per click and $50 per initial cart. Ideally you should aim at $100 per cart.
Create a sales funnel with contest, freebies & promotions
As they say “The Value Is The List”. Besides your usual customers, you should also try to build lists with contests, freebies and promotions. The cost of (re)marketing those users via an email funnel is negligible. This should be one of your priorities: be creative!
Own the space on Youtube, leverage your videos on Tik Tok and Instagram Reels
People love product demos and testimonials. There’s an opportunity to grab if you’re keen in investing time and efforts on your own Youtube content. Search queries are less competitive on Youtube than on Google and you could quickly attract a sizeable audience. You should also develop frequent collabs with potential partners and involve your customers: authenticity is the key (do not publish fake testimonials, this will be counterproductive). You can repurpose your video content in a native vertical format for Tik Tok and Instagram Reels.
Develop content around the issue and your solution(s)
We haven’t seen many players actively pursuing an inbound content marketing strategy. Most are focused on branding & advertising. If you’re not a strong established brand yet, the bulk of your organic visits will be generated by info content at the awareness entry stage of the sales funnel (see below), when people are searching for answers to generic questions. You should use tools like ahrefs / semrush to draft a list of relevant questions to address with your content marketing team. Advanced SEO Tools like Frase or SurferSeo can help you fine tune your copy strategy.
Run permanent retargeting campaigns on FB & Google
Once you’ve attracted someone on your site and they’ve fired the FB and Google pixels, you can start to retarget them. This will increase your conversion potential, allowing you to increase your efforts at the top of the funnel (cold outreach, search, content)
As in every KPICrunch study, we highlight a selection of the essential KPIs in a series of leaderboards: the Top 10 Best Ranked Tools on Alexa, the best performing sites from an organic perspective and the most active players on Youtube.
The smaller your Alexa rank the higher your web traffic will be. In this vertical, we only have 3 properties under the 100K mark.
This leaderboard is based on the “Organic Traffic To KW Ratio” we calculate using ahrefs data. Those sites have either a very strong authority (which translates in many branded queries with a high traffic yield) OR an effective content marketing strategy covering a wide and deep array of relevant topics. Click on the widgets for details.
Yoube activity is a relevant signal to evaluate the intensity of a brand’s content marketing efforts. High view counts don’t always translate in high subscriber numbers since some of those players can rely on paid traffic to accelerate their distribution.
