Web analysis of the Conservative Party by INSEEC students (Sophie De Ruyck, Charlaine Ferrand, Victoria Gascard et Quentin Guignard)

1. The Conservative Party
Through the digital
Sophie DE RUYCK, Charlaine FERRAND, Victoria GASCARD, Quentin GUIGNARD

2. Plan
I- Alexa
II- SEO Results
III- Social media
IV – Business

3. Conservative party
Founded in 1843, the Conservative Party is one of the most important party in
the United Kingdom.
It is a right-wing party and it is led by David Cameron.
Currently, there are almost 150,000 members in the UK

4. I - Alexa analyzis – Traffic & Rank
The rank follows the traffic as we will see later. The rank is better during
election campaigns.

5. Alexa analyzis - Geography
Audience geography: Obviously, most of the visitors come from the UK. But
the Conservative party is also visited by people from the United States.
We thing that americans were looking for their conservative party.

6. Alexa analyzis – Key performance
How engaged are visitors to conservatives.com?
The bounce rate, the daily pageviews and the daily time on site are not bad,
compared with the competitors performances.

7. How to reduce the bounce rate ?
In order to reduce
the bounce rate,
they should add a
big button to access
directly to the main
page without filling
the form.

8. How to increase the daily time on site ?
In order to increase
the daily time on
site, they could add
a video on the main
page. People who
watch a video, stay
longer on a website.

9. Alexa analyzis - Search
The search is well optimise. The most important keywords refer to the
website.

10. Alexa analyzis - Source
Upstream Sites What sites
Good performance for the Facebook
What sites link to conservatives.com

11. Alexa analyzis
What sites are relates to
conservatives.com?
The conservative party
website is related with media,
its blog and some of the
competitors.
It means that the blog is well
used to imporve the SEO.

12. Alexa analyzis
Almost 3% of visitors click on the landpage “registration”. The website
generate a good amount of leads.

13. Who visits the website ?
Visitors are mostly male, with a good education level, at home or at work.

14. II- SEO Results

15. SEO Results – keywords

16. SEO
When typing on google the different names of the Conservative Party (as The
Conservative, Conservative Party or Tories), we can notice that there are only
organic and free results. Indeed, every political parties of the world don’t have
any paid Google’s sponsors.

17. Keywords
Hashtagify.me gathers all data about one hasshtag link to others.
#Conservative Popularity: 56.5% #ConservativeParty Popularity: 29% #Tories
Popularity: 54.4%

18. Key Performances

19. Perfect Mobile Optimisation

20. SEO could be improved

21. Improvement
https://website.grader.com/

22. SEO - Analysis
Conclusion:
On all the political parties from the United Kingdom, the ones
most well-referenced are the most famous ones as UKIP used
65% in comparison with the other correlations hash tags (Cf
image of UKIP and its correlations).
On the opposite, the Scottish Green Party is the less used (1%)
compared to the other correlations hash tags (cf image of
Scottish Green Party and its correlations)
What is more it that some political parties have shorten tail
SEO like Liberal Democrats which is also nicknamed as Lib
Dems.

23. III- The Conservative Party on Social Media
Facebook
Followers:
- 537 000 likes
Contents:
- Periodicity: everyday
- Kind of contents: pictures, videos,
text, website’s articles.
- Topics: (mainly inside the party)
conferences, ideals, party’s
members.

24. Social Media - Twitter
Twitter (@conservatives)
Followers:
- 170 000 followers
Contents:
- Periodicity: everyday
- Kind of contents: tweets, RT
of party’s members, pictures
- Topics: mainly works in
Britain, ideals.

25. YouTube
Followers:
- 15 975 followers
Contents:
- Periodicity: often, it depends
of the occasions
- Kind of contents: videos
- Topics: conferences into the
party, David Cameron’s
missions.
Social Media - Youtube

26. Google+
Followers:
- 64 900 followers
- Almost 2 000 000 consultations
Contents:
- Periodicity: monthly
- Kind of contents: posts, photos,
YouTube videos.
- Topics:
Social Media – Google+

27. IV – Business
Most of the incomes come from
donations and legacies (58%)
The total income for the
Conservative party was about
£160 millions.

28. The End
Authors:
Sophie DE RUYCK
Charlaine FERRAND
Victoria GASCARD
Quentin GUIGNARD
Sources:
Alexa.com
conservatives.com
Website.grader.com
Hashtagify.me
Facebook.com
Twitter.com
Youtube.com
Plus.google.com