Carpetright websites welcome 40,000 weekly visitors
More than 40,000 unique visitors a week stop off at Carpetright group websites, relaunched last autumn, it emerged in the flooring-to-beds company’s full-year results published today.
Carpetright.co.uk and sister site Sleeprightuk.com both sell online through full e-commerce sites. Carpetright.co.uk in particular offers shoppers the chance to order samples of its carpets and other floorings and to book a consultation appointment online. They represent, said the company’s chief executive and chairman Lord Harris of Peckham, “a powerful method of accessing and converting potential customers”.
The news came as Carpetright announced its full year results for the 12 months to May 1 2010. Total group sales rose by 7% to £516.6m, while pre-tax profits rose 33% to £22.3m compared to £16.7m in 2009.
In the UK and Republic of Ireland total sales rose by 7.9% to £425.2m, with like-for-like sales up by 3.1%.
Lord Harris said: “Although we are planning for consumer demand across Europe to remain subdued, we have market-leading positions in all our geographical areas with strong value led retail brands. I believe this enables us to look confidently to the future as and when the economic conditions improve.”
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It is interesting to see that a totally nonsense metric is being used in results briefings!
Unique visitors is a meaningless metric that needs to be killed off as soon as possible. As the UK online population uses more and more devices to connect with the internet the ability to track a ‘unique visitor’ diminishes, to the extent that has now become a meaningless measure of ‘unique cookies’. The ABCe has now withdrawn Unique Users from its standard set of measures and we should do the same.
Interestingly in this case Google data shows that in May the main Allied Carpets site had 48K ‘Unique Cookies’ as we must call them from 19K people as estimated by Google using login data. What does this mean? It means that Allied have a smaller audience than they think, but the audience is far more engaged than it would appear and their conversion rate is far higher than they think!
Knowing this might change their strategy considerably, and certainly shows why Unique Users is not a useful measure.
Matthew Tod
Logan Tod & Co.