How Simba Sleep Optimized Partnerships and Strengthened Market Position
Simba Sleep uses Similarweb’s market insights to optimize its market positioning and affiliate and partnership strategy.
About Simba Sleep
Simba Sleep is a UK-based mattress-in-a-box brand known for combining sleep technology and design. Competing in a fast-growing and highly competitive market, Simba has built a strong presence both online and offline. The brand’s mission is to deliver comfort while innovating in every aspect of the sleep experience.
"Similarweb has been a key asset in guiding our affiliate strategy, helping us identify valuable partners, benchmark performance against competitors, and clearly communicate Simba's market position through reliable traffic insights."
Estelle Dugue Sullivan
Partnerships Lead, Simba Sleep
The Challenge
Optimizing partnership strategy and market positioning
Simba Sleep wanted to sharpen its affiliate and referral marketing strategy to ensure it was partnering with the most impactful sites. The brand also needed to benchmark affiliate performance against key competitors. In a market where digital presence is critical, Simba required granular insights into its own referral landscape — and that of its rivals — to maintain a competitive edge and inform strategic decisions.
The Solution
Identifying high-value referral traffic
Using Similarweb’s Referral Traffic Insights, Simba analyzed the sources driving traffic to its site and uncovered high-potential partners, such as theguardian.com and other new sites.
These findings allowed Simba to prioritize relationships with sites already demonstrating strong performance. Several of these partners went on to become top performers, significantly contributing to qualified traffic and conversions.
These findings allowed Simba to prioritize relationships with sites already demonstrating strong performance. Several of these partners went on to become top performers, significantly contributing to qualified traffic and conversions.
Benchmarking affiliate performance
Simba leveraged Similarweb’s competitor data to compare its affiliate performance and traffic share directly against major competitors. This side-by-side view highlighted strengths and revealed opportunities to refine the affiliate program for even better results.
Showcasing market position with traffic share data
Similarweb’s Traffic Share vs. Competitors insights became a core element of Simba’s external communications. The data was incorporated into trade packs to clearly demonstrate Simba’s strong market standing to potential partners and stakeholders. These efforts contributed to a 15.36% increase in total site visits and a 16% rise in referral traffic in the UK.
The Success
Data-driven partnerships and market growth
By integrating Similarweb’s insights into its decision-making, Simba Sleep strengthened its affiliate strategy, grew high-performing partnerships, and increased market visibility. The ability to benchmark against competitors gave Simba confidence in its positioning, while the use of traffic share data in trade discussions reinforced its leadership in the category.
