Main site performance analysis, ,social media engagement analysis, partner blog analysis

1. Analysis Exchange Project
Analyst: Genna Weiss
Organization: Kendall Allen and Blake
Rockwell

2. Agenda
• Executive Summary
• Main Site Performance
– Insights
– Summary
– Recommendations
– Goals and Funnels
• Social
– Insights
– Engagement Recommendations
– Tracking Recommendations
– Tool Examples
• Partner Blog
– Metrics, and Goals
– Tracking & Other Recommendations
• Appendix
• Questions
2

3. Executive Summary
• Non-mobile traffic patterns are somewhat more “engaged” overall than mobile
traffic patterns.
• Referral traffic (both mobile and non-mobile) dominates all traffic, but is the least
“engaged” segment.
• The Donate page and home page are the top landing pages and the most visited
pages for referral traffic ; however, the majority of these visits bounce from these
pages.
• Non-mobile referral traffic that navigates from/to the home page has the greatest
breadth of movement on the site.
• Facebook ads from September-November 2012 did not lead to significant traffic to
the SS website.
3

4. Main Site Performance
Mobile Traffic vs. Non-Mobile Traffic
Referral, Direct, and Search Traffic Insights
Referral Traffic Navigation
Date range Included for all slides: September
2012-March 2013

5. Mobile Traffic Dominates
0%
20%
40%
60%
80%
100%
0
100
200
300
400
500
600
9/1/2012 10/1/2012 11/1/2012 12/1/2012 1/1/2013 2/1/2013 3/1/2013
Visits
Non-Mobile Traffic
Mobile Traffic
% of Mobile Traffic
0%
20%
40%
60%
80%
100%
0
100
200
300
400
500
600
9/1/2012 10/1/2012 11/1/2012 12/1/2012 1/1/2013 2/1/2013 3/1/2013
Unique Visits
Non-Mobile Traffic
Mobile Traffic
% of Mobile Traffic
5

6. Non-Mobile Traffic Appears to be
Somewhat More “Engaged” Online
Metric Mobile Non-Mobile
Pages/Visit 1.16 1.69
Avg. Visit Duration 00:14 00:46
Bounce Rate 90% 82%
Returning Visitors 9% 10%
6

7. Referral Traffic Makes Up Majority of
Mobile and Non-Mobile Traffic
0% (29 visits)
78% (5,400
visits)
22% (1,544
visits)
Mobile
Search Traffic
Referral Traffic
Direct Traffic
5% (207 visits)
82% (3,520
visits)
13% (543
visits)
Non-Mobile
Search Traffic
Referral Traffic
Direct Traffic
7

8. Peaks in Traffic Arise Predominately
from Referral Traffic
In March 2013, there were spikes in mobile direct traffic. This
may have been due to site promotion at games. Non-mobile
direct traffic did not experience the same peaks.
0
100
200
300
400
500
600
Search Traffic
Referral Traffic
Direct Traffic
3/15
3/10
11/2411/17
2/17
8

9. Interesting Observation: Majority of Direct
Traffic Lands on Donate Page from Mobile
0
200
400
600
800
1,000
1,200
1,400
1,600
1,800
Mobile
Pageviews 0
50
100
150
200
250
300
Non-Mobile
Visits
9
Could this indicate a potential tracking issue?

10. Search Traffic Has Low Volume – Opportunity to
Optimize Site for Non-Branded Keywords
0
20
40
60
80
100
120
Top Search Terms by Volume
Visits
10

11. How Does Each Channel Compare
from an “Engagement” Standpoint?
Mobile Direct Referral Search*
Pages/Visit 1.27 1.12 2.14
Avg. Visit
Duration
00:27 00:10 01:22
Bounce Rate 82% 92% 48%
Returning
Visitors
13% 7% 48%
Non-Mobile Direct Referral Search*
Pages/Visit 3.50 1.36 2.60
Avg. Visit
Duration
02:54 00:22 01:50
Bounce Rate 68% 86% 47%
Returning
Visitors
31% 5% 31%
*Search Volume
for mobile is only
29 visits and for
non-mobile 207
visits.
Referral
traffic is the
least
“engaged”
segment.
11

12. Top 10 Referral Sites by Visit Volume
Experience High Bounce Rates
0%
20%
40%
60%
80%
100%
120%
0
200
400
600
800
1,000
1,200
1,400
1,600
Mobile
Visits
Bounce Rate
0%
20%
40%
60%
80%
100%
120%
0
200
400
600
800
1000
Non-Mobile
Visits
Bounce Rate
Arrows point to referral sites that make
significant shifts in traffic order when they
are accessed by non-mobile traffic
compared to mobile traffic.
12

13. Majority of Referral Traffic to Top
Landing Pages Bounce
90%
85% N/A N/A N/A N/A
0
1,000
2,000
3,000
4,000
5,000
6,000
Mobile
Visits
89%
60%
N/A N/A N/A N/A N/A N/A N/A N/A
0
1,000
2,000
3,000
4,000
Non-Mobile
Visits
Percentage
above the
bar line is
bounce
rate, which
is labeled
for only
significant
traffic.
13

14. The Donate Page and Home Page Also Dominate the
Top “Engaging” Pages by Volume for Referrals
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
5,000
Mobile
Pageviews
0
500
1,000
1,500
2,000
2,500
3,000
Non-Mobile
Pageviews
Lack of pageview volume on other top pages may signal navigation
optimization opportunities.
14

15. How is Top Mobile Referral Traffic
Navigating from/to the Donate Page?
About 93% of the Donate page volume enters from this page, but only about
8% of the traffic proceeds to another page from the Donate page. Of those
who enter from a previous page, about 82% come from the home page. Of
those who visit another page, about 78% proceed to the home page.
15

16. How is Top Mobile Referral Traffic
Navigating from/to the Home Page?
About 72% of the home page volume enters from this page, and about 22% of the
traffic proceeds to another page from the home page. Of those who enter from a
previous page, about 81% come from the Donate page. Of those who visit another
page, about 40% go to the donate page, while about 26% go to the Events page.
16

17. How is Top Non-Mobile Referral Traffic
Navigating from/to the Donate Page?
About 90% of the Donate page volume enters from this page, but only about 14%
of the traffic proceeds to another page from the Donate page. Of those who enter
from a previous page, about 57% come from the home page. Of those who visit
another page, about 49% go the home page, while about 29% go to the Events
page. 17

18. How is Top Non-Mobile Referral Traffic
Navigating from/to the Home Page?
About 57% of the home page volume enters from this page, and about 44% of
the traffic proceeds to another page from the home page. Of those who enter
from a previous page, about 57% come from the Donate page. Of those who
visit another page, about 33% go to the Events page, while 25% go to the
Donate page.
18

19. Overall, Non-Mobile Referral Traffic That
Navigates from/to the Home Page Moves
Around the Site the Most
Mobile
Referral
Entrances Previous
Pages
Exits Next
Pages
Donate
Page
93% 7% 92% 8%
Home
Page
72% 28% 78% 22%
Non-
Mobile
Referral
Entrances Previous
Pages
Exits Next
Pages
Donate
Page
90% 10% 86% 14%
Home
Page
57% 43% 56% 44%
19

20. Mobile Donate Page vs. Non-Mobile
Donate Page
20

21. Summary
• Non-mobile traffic patterns are somewhat more “engaged” overall than
mobile traffic patterns.
• Referral traffic (both mobile and non-mobile) dominates all traffic.
• Majority of mobile direct traffic lands on the Donate page.
• Search traffic has very little volume due to low site optimization of non-
branded keywords.
• Referral traffic is the least “engaged” segment overall, with its non-mobile
segment slightly more “engaged” than its mobile segment.
• The Donate page and home page dominate in the landing page and
navigation path of referral traffic—the majority traffic source.
• Non-mobile referral traffic that navigates to/from the home page has the
greatest breadth of movement on the site.
21

22. Recommendations
• Set up ecommerce for donation tracking to begin measuring the
impact of website and marketing initiatives on donation
conversions.
• A/B test different versions of the Donate page to lower the bounce
rate from this page for different segments (e.g., test
copy, format, etc.). This is especially important if traffic primarily
will continue to be directed to this page. Ecommerce tracking will
be able to see if this page is able to convert traffic into actual
donors.
• Consider testing unique landing pages on referral traffic audience in
order to decrease bounce rates.
22

23. Recommendations-Cont’d
• Initiate SEO project to improve non-branded keyword optimization
on the site. This is critical during lulls in the sports seasons.
• Look into applying for a Google Grant (available to non-profits) to
get access to grant money for Google AdWords to build up search
engine marketing campaigns.
• Event-related and blog content from home page doesn’t live on the
Blog or Events section of site. Look to improve this content
navigation.
• Internal search feature is not working, and the “Make a Difference”
tab is also problematic—look to correct.
23

24. Goals and Funnels
• Set up ecommerce tracking to measure donation conversions. This will
help to measure donation revenue and average donation size. You’ll be
able to segment by traffic source.
• Set up micro goals as Google Analytics Events to measure engagement
outcomes on the site:
– Clicks on rotating photos from homepage
– “Get involved” clicks
– “See More Events” clicks
– “Make a Difference” Clicks
– “Contact Us” form sign ups
– Ticket contribution sign ups
• To look at visitor flow to Partner page, set a URL goal to the Partner
page, then use GA Goal Flow to see navigational flow to this page. This will
help to identify optimization opportunities.
24

25. Social
Social Media Traffic Vs. Referral Traffic
Facebook Metrics and Top Viral Posts
Top Tweets and Influencers on Twitter

26. Traffic From Social Makes Up Very Small Percentage of Total Traffic
Compared to Top Referral Traffic, But Appears More “Engaged”—An
Opportunity to Push More of These Visitors to the Site
53%*
67%
N/A N/A N/A N/A
0
5
10
15
20
25
30
35
40
45
50
Social Media Traffic
Visits
0%
20%
40%
60%
80%
100%
120%
0
500
1,000
1,500
2,000
2,500
Top Referral Traffic
Visits
Bounce Rate
Pages/Visit: 2.29
Avg. Duration: 01:26
Returning Visitors: 20%
Bounce Rate: 56%
Pages/Visit: 1.21
Avg. Duration: 00:15
Returning Visitors: 6%
Bounce Rate: 90%
*Bounce rate for significant traffic
26

27. Termination of Facebook Ad Push Made a Large
Impact on Facebook Likes and Reach
0
100
200
300
400
500
600
700
800
Facebook Likes
Likes
0
50000
100000
150000
200000
250000
Total Reach
Reach
0
10
20
30
Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13
Site Visits from Facebook
Visits
Ads appeared to have
made only a small
impact on drawing
people to the website
from Facebook.
27

28. Top Viral Posts on Facebook
http://on.fb.me/17r6C
u3
11/17/12
175 reach, 52 engaged
users, 46 taking about
this, 26% virality
http://on.fb.me/10L
LNKN
11/10/12
25 reach, 52
engaged users, 46
talking about
this, 24% virality
“Thanks to Kevin Kugler for
hosting us in the Big Ten
Network booth!”
“We were sworn not to reveal
the secret the kids have known
since this morning. Here's
today's @CowboyFB helmet!”
28

29. Top Tweets and Influencers on Twitter
“@AdrianPeterson in honor of being MVP –
back at OU with Special Spectators from OU
Children’s Hosp – on.fb.me/Y7XN2A
Congrats!”
29

30. Engagement Recommendations
• Create more site content to push more traffic to Special Spectators site
from Facebook, and/or provide more links on the Facebook page to direct
traffic back to site.
• Installing the Donate app on Facebook page may help alleviate some of
this need to drive traffic to the main site.
• Encourage fans to share content so that it becomes visible to their
networks outside the Special Spectators page.
• Facebook recommendations from LikeAlyzer:
– Write shorter posts
– Ask more questions to your fans (to generate comments)
– Encourage your fans to ask more questions for you to answer (to generate comments)
– Publish more photos
– Add more milestones
30

31. Example of Facebook Content Not
Directing Traffic to SS Site
31

32. Tracking Recommendations
• Hootsuite ($9.99/month) integrates with Facebook Insights, Google
Analytics, and Twitter Analytics.
• Twitter analytics alternative: Tool for measuring Twitter
reach, retweets, replies, and finding top tweets and contributors:
www.twitonomy.com/; alternative is www.tweetreach.com.
• Facebook Insights—It’s free! You’ll be able to see new likes and reach
metrics in a specified date range.
• Free Facebook tool that provides tips on how to improve Facebook page:
http://likealyzer.com/.
• Facebook and Twitter engagement metrics tool (free version gives 30 days
worth of data): http://www.truesocialmetrics.com/.
• Set up the Donate app on Facebook page so people can donate directly
from page (integrates with PayPal): apps.facebook.com/fbdonate.
32

33. Tool Examples
Twitonomy TweetReach
LikeAlyzer TrueSocialMetrics
33

34. Partner Blog
Metrics, Goals, Tracking, and Other
Recommendations

35. Metrics and Goals
• Metrics
– Visits broken down by source and mobile vs. non-mobile
– Top search keywords
– Top referrals broken down by mobile vs. non-mobile
– Top landing pages along with bounce rate (broken down by source and
mobile vs. non-mobile)
– Top pages along with bounce rate (broken down by source and mobile
vs. non-mobile)
• Goals
– Set up URL goals for Media, College Sports and Professional
Sports, and Corporations page. Leverage GA Goal Flow to see
navigational flow to these pages in order to look for optimization
opportunities.
– Set up a GA Event for tracking the number of times visitors play the SS
video overview.
35

36. Tracking & Other Recommendations
• Use standard Google Analytics instructions for installing tracking
code to site:
https://support.google.com/analytics/answer/1008080?
• Or use WordPress plug-in for easy installation:
http://wordpress.org/extend/plugins/googleanalytics/
• Track your social share button metrics (shares on Twitter and
Facebook) on GA: http://www.stuffedweb.com/how-to-track-social-
media-buttons-with-google-analytics/
• Embed contact information on the site for potential partners to get
in touch with Special Spectators, or a way to direct traffic to the
main site.
• Enable donors to directly donate on Partner site, or redirect them
to main site.
36

37. Appendix
0
2
4
6
Pages/Visit
Mobile Traffic
Non-Mobile Traffic
0:00:00
0:02:53
0:05:46
0:08:38
Avg. Visit Duration
Mobile Traffic
Non-Mobile Traffic
0%
50%
100%
150%
41153 41183 41214 41244 41275 41306 41334
Bounce Rate
Mobile Traffic
Non-Mobile Traffic
37

38. Thank you! Any questions?