Lets take a look at the analytics that define Wanelo and its branding image to discover where exactly we are on the Hype Cycle curve. As many of you all are aware, the hype cycle runs through five phases of interest relating to startup technology. You have the technology trigger, the peak of inflated expectations, the trough of disillusionment, the slope of enlightenment, and the plateau of productivity. Each one represents a different public perception and public level of purchasing. For Wanelo, they are currently sitting in the bottom of the trough of disillusionment. When Wanelo was launched, it took about a year and a half to reach its peak of inflated expectations. At that point they had eclipsed their maximum registrations per month and had garnered most of their 11 million users. Shortly after the end of 2012, Wanelo entered a gradual period of decline that picked up speed by the middle of 2014. Now it is sitting at the bottom of the trough with only 50% of the daily traffic that it had at its peak.
However, if you look at the site ranking graph for the last 3 months, we can see that there is a slight recovery within the largest market of Australia. This slight recovery is completely abnormal from the last 2 years of data which leads me to believe that Wanelo is headed up the Slope of Enlightenment. This gives hope that in the near future, that Wanelo will be back to similar numbers not seen since late 2012. Moving forward, If Wanelo wants to capitalize on the trends, now is the time to revamp its marketing to make the push forward up to its plateau of productivity. It needs to do everything that it can to capture an active user base that will sustain it in the future. The slight up swing is not certain and this needs to be treated cautiously so that it does not waste the opportunity for publicity. Wanelo has a lot of work to do it they ever want to become the presence that they are striving for on the internet. Yes the Hype Cycle is wild machine but I believe that the Hype is all about Wanelo and that we will be seeing more of it in the near future.
Read more about the hype cycle and how it affects Wanelo here! Gartner Hype Cycle
Image Source: http://www.dougpray.com/hype.html
Graph Source: https://www.similarweb.com/