Study Details

3 Areas Analyzed• Audience• Source• Content

Dashboard established

Dates Reviewed3-1-2014 to 8-31-20149-1-2013 to 2-28-2014

AUDIENCE

Audience: Overview Glossary• Sessions (or Visits) = Number of individual sessions initiated by all

visitors over a period of time

• Users (or Visitors) = Number of unique users that have come to your site during a specific reporting period

• Page Views = Total pages viewed for the time period specified

• Pages per Session = Average number of pages users viewed during a session

• Avg. Session Duration = average time a user spent on site for a visit

• Bounce Rate = Percent of single-page visits (visits in which an individual saw only one page and exited the site)

• Return Rate = Percent of sessions (visits) that were initiated by returning visitors

• % New Sessions = Percent of sessions (visits) that were initiated by new visitors

Audience: Overview – August 2014

8/1/14–8/31/14• Time on Site: 2:10 – increased to 3:43 with bounce

sessions are removed• Page Views: 1,406• Sessions: 592• Return Rate: 29.4%• Bounce Rate: 41.89%

Audience: Overview – July 2014

7/1/14–7/31/14• Time on Site: 2:16 – increased to 4:00 with bounce

sessions removed• Page Views: 1,255 – only 6 less than yearly average• Sessions: 542 – 17 less than yearly average• Return Rate: 29.9%• Bounce Rate: 43.36%

Audience: Overview – Full Year

9/1/13–8/31/14• Time on Site: 2:13 – 3:54 with bounce sessions removed• Page Views: 15,130 (avg of 1,261/month)• Sessions: 6,705 (avg of 559/month)• Return Rate: 31.5%• Bounce Rate: 42.98%

Geographic AnalysisSummary – U.S.

9/1/13 - 2/28/14 (6 months)

3/1/14 – 8/31/14 (6 months)

9/1/13 – 8/31/14(1 year)

8/1/14 – 8/31/14 (1 month)

Visits 3022 3477 6499 546

New visits 65% 70% 68% 68%

Bounces 45% 39% 41.5% 37.5%

Pages/Visit 2 2.5 2.3 2.5

Time on site 2:00 2:34 2:17 2:20

In the following graphs, you will see an increase in visits to the website over the course of a year. You will also see a decrease in bounces, which means that more visitors are staying on your site past the home page, and an increase in time spent on the site as a whole.

United States

Geographic AnalysisSummary – Missouri

9/1/13 - 2/28/14 (6 months)

3/1/14 – 8/31/14 (6 months)

9/1/13 – 8/31/14(1 year)

8/1/14 – 8/31/14 (1 month)

Visits 2477 2651 5098 427

New visits 65% 70% 67.5% 67.7%

Bounces 44% 37% 40% 35.6%

Pages/Visit 2 2.6 2.3 3.5

Time on site 1:47 2:40 2:15 2:21

Missouri

The Missouri data is consistent with the U.S. data, because Missouri visitors make up 78% of your total number of visitors. You can see that the number of new visits has increased and the number of bounces has decreased.

Geographic AnalysisFull year: 9/1/13 – 8/31/14 Here you can see the number of visits to the site broken down by cities in Missouri, in descending order. Most visitors are from St. Louis city, with Hazelwood and Oakville having the lowest bounce rates.

Geographic AnalysisFull year: 9/1/13 – 8/31/14

Some visitors are coming from as far as Jefferson City and Kansas City. Visitors in Jefferson City and Maryland Heights are spending the most time on the site.

Geographic AnalysisSummary – Kansas City

9/1/13 - 2/28/14 (6 months)

3/1/14 – 8/31/14 (6 months)

9/1/13 – 8/31/14(1 year)

8/1/14 – 8/31/14 (1 month)

Visits 17 29 46 7

Returning 6 8 14 2

Bounces 41% 45% 43% 71.5%

Pages/Visit 2 2.3 2 1.5

Time on site 3:00 4:15 3:46 0:04

Kansas City

The furthest large city in Missouri, Kansas City makes up 46 of your visits in one year. 14 of the 46 have visited the site at least twice in that time frame. They spend a decent amount of time on the site – nearly 4 minutes on average.

Geographic AnalysisSummary – Chicago

9/1/13 - 2/28/14 (6 months)

3/1/14 – 8/31/14 (6 months)

9/1/13 – 8/31/14(1 year)

8/1/14 – 8/31/14 (1 month)

Visits 57 115 172 10

Returning 30 69 99 6

Bounces 33% 36.5% 35.5% 20%

Pages/Visit 1.5 2 1.8 2

Time on site 1:41 2:31 2:14 2:16

Chicago

Surprisingly, you have far more Chicago visitors than Kansas City visitors, even though KEEN Chicago has its own site, and these visitors are sticking around – as you can see with the much lower bounce rate. Why might the St. Louis site attract visitors from Chicago as opposed to the KEEN Chicago site? You have 172 Chicago visitors in the course of one year, and 99 of those have been to the site before.

Audience Behavior: New vs Returning

Date New (1x) Returning TotalSept 1, 2013 – Aug 31, 2014 4,593 (68.5%) 2,112 (31.5%) 6,705Sept 2013 – Feb 2014 1,989 (65%) 1,069 (35%) 3,058Mar 2014 – Aug 2014 2,604 (71%) 1,043 (29%) 3,647Sept 2013 323 (62%) 196 (38%) 519Oct 2013 319 (63%) 184 (37%) 503Nov 2013 359 (65%) 190 (34%) 549Dec 2013 247 (73%) 90 (27%) 337Jan 2014 372 (62%) 224 (38%) 596Feb 2014 369 (67%) 185 (33%) 554Mar 2014 442 (75%) 150 (25%) 592Apr 2014 426 (70%) 186 (30%) 612May 2014 484 (73%) 179 (27%) 663June 2014 454 (70%) 192 (30%) 646July 2014 380 (70%) 162 (30%) 542Aug 2014 418 (70%) 174 (30%) 592

The New vs Returning report is a great place to understand how people who have been to the site before behave differently to those who are new to the site. The Keen STL website has approximately 70% new visitors and 30% returning visitors during an average month.

Audience Behavior: New vs ReturningThis report would be a good place to assign a conversion for tracking such as those who filled out the volunteer registration form, new athlete enrollment form or clicked on the donate button so you can see how visitors behave when on the site. Until you assign it, it records as zero.

Audience Behavior: New vs ReturningTime On Site

Date New Returning DifferenceSept 1, 2013 – Aug 31, 2014 3:42 4:17 :35Sept 2013 – Feb 2014 3:25 3:44 :19Mar 2014 – Aug 2014 3:55 4:48 :53Sept 2013 2:51 3:22 :31Oct 2013 3:02 5:46 2:44Nov 2013 2:42 3:04 :22Dec 2013 3:13 3:15 :02Jan 2014 3:43 3:24 -:19Feb 2014 4:23 3:47 -:36Mar 2014 4:02 3:47 -:15Apr 2014 4:03 6:04 2:01May 2014 4:17 4:48 :31June 2014 3:33 6:00 2:27July 2014 3:40 4:39 :59Aug 2014 3:53 3:23 :30

After removing bounces, returning visitors spend an average of 35 more seconds on the site than new visitors. These two areas of the report (Sessions and Avg. Session Duration) show that returning visitors have better interaction, but represent a smaller portion of the traffic. This immediately raises the goal to encourage visitors to return to the site. What content would make them return? Also there were a few blips where returning visitors were spending 2+ minutes more on the site than new visitors. What event was going on in those months? Might be a great content avenue to increase time on site.

Audience Behavior: Frequency & RecencyThe Frequency and Recency Report shows how often, and at what time intervals, a visitor returns to the site. It’s perfect for analyzing visits in order to help plan marketing campaigns, find out the average visits before someone does a conversion, or gain other beneficial insights about visits to the website. Of visitors that returned, how often during a month do they return? On average, 76 return 2 times, 33 return 3 times and 68 return 4 or more times in a month.

Date Returning 2 x 3 x 4+ xSept 1, 2013 – Aug 31, 2014 2,112 908 394 810Sept 2013 – Feb 2014 1,069 442 199 428Mar 2014 – Aug 2014 1,043 466 195 382Sept 2013 196 65 36 95Oct 2013 184 89 28 67Nov 2013 190 72 33 85Dec 2013 90 38 22 30Jan 2014 224 98 45 81Feb 2014 185 80 35 70Mar 2014 150 73 22 55Apr 2014 186 79 40 67May 2014 179 74 35 70June 2014 192 102 36 54July 2014 162 59 33 70Aug 2014 174 79 29 66Average for 12 months 76 33 68

Audience Behavior: Frequency & RecencyIt is interesting to see the pattern of visits recorded. If people are coming back to the site four or more times per month, have they converted? To understand this, you would again use the conversion that you assigned. Until you assign it, it records as zero.

Audience Behavior: EngagementEngagement metrics look at how long users are spending on site and how many pages they look at. If you look at 90 and 30 days while removing bounces, the majority of visitors are spending 61-180 seconds on the site. And again if you had the conversion assigned you could see how long visitors are spending on the site before they do a conversion action, which again is recording as zero until one has been assigned.

Audience: Browsers

9/1/13–8/31/14

Chrome Safari Internet Explorer

Firefox Android Browser

0%

5%

10%

15%

20%

25%

30%

35%

40%

30%32%

22%

11%

3%

34%

30%

22%

10%

2%

Sept-Feb '13Mar-Aug '14

Note:Most of your users are coming to your site through traditional browsers. I was able to check Chrome, Safari, Internet Explorer and Firefox via desktop and your site looks like it is rendering consistently on all versions.

Audience: Desktop vs. Mobile Sessions 9/1/13–8/31/14

Note:Though approximately 70% of your users are accessing information via desktop, we know that internet usage is migrating more frequently to mobile devices. Plan for future development.

Audience: Mobile Page Visits Per Session

Note:Looks like you have a good amount of traffic coming from mobile and tablets and you don’t want to ignore their customer experience.

9/1/13–8/31/14

Technology Recommendations

What Is Responsive?• No horiz scrolling• Flexible images• Fluid Design: Automatically

resizes/realigns the website based on device width

• Fonts are larger/no scaling

Fast Facts• More than 20 percent of Google searches are now being performed

on some sort of mobile device.• In 2012 over half of all local searches were done on a mobile device.• 25 percent of Internet users only access the internet via a mobile

device in the United States.• 25.85 percent of all emails are opened on mobile phones, with

another 10.16 percent being opened on tablets.• In 2014 mobile Internet usage is expected to overtake desktop usage.

Smart Insights: Mobile Marketing Statistics 2014

Technology Recommendations

Why Go Responsive?• Less chance for web visitors to bail w/o getting that conversion

(donation, volunteer opp)• Too much content can be distracting from end goal of mobile

experience

SOURCE

Acquisition: How are people finding your website

• Most customers are finding your website through organic search

• 2nd: Direct • 3rd: Referral • Organic Search, and overall referrals are on the rise• Direct and Social have seen a decline• Email does not appear to be used

Acquisition: Social Media

• Facebook • First post January 2013• Current likes 653• Currently posting on average 2-3 times per week

• Twitter• Member since November 2012• Current followers 213• Currently posting through Facebook

Acquisition: Social Media Recommendations

• Format Facebook cover photo

Acquisition: Social Media Recommendations

• Add events for Children- Highlight they are FREE

• Use Hashtags on Twitter – consider not automatically posting to Twitter through Facebook

• Mobile Website: 71% of people are now using their mobile devices to access social media

http://blogs.adobe.com/digitalmarketing/mobile/adobe-2013-mobile-consumer-survey-71-of-people-use-mobile-to-access-social-media/

Acquisition: Referrals

Acquisition: Referrals

• KEEN’s #1 referral is www.cap4kids.org• CAP4KIDS is would be a good site to link

other parents to from KEEN's because they share the same interests in child welfare.

• The mission of CAP4KIDS, which stands for Children's Advocacy Project of St. Louis, is to provide user-friendly listings of many social service agencies that exist to improve the lives of families.

Acquisition: Referrals

• CAP4KIDS continued:• Again the left-hand side of the website's

directory ranged from after school care and literacy to shelters. CAP4KIDS listed KEEN in their "Special Needs/Autism" tab.

Acquisition: Referrals

• KEEN's 2nd highest referral is www.instlouiscounty.com• This website is a local resource for all things St.

Louis, from businesses to sports.

• The website’s areas of interest' bar is on the left-hand side of the main page; I eventually found KEEN under the section "Family Support".

• The amount of referrals has gone down from last year to now.

Acquisition: Referrals

• www.sluh.org • referrals are down from 10.43% in 2013 to

5.33% this year. Considering that SLUH is where a substantial amount of volunteers come from and it's facilities are a 'home-base' for KEEN's activities, that is quite a drop.

• www.keenusa.org• rounds out the top 5

Acquisition: Referrals

• Facebook • KEEN's most active social media platform.

• 501Connect • provides the most comprehensive listing of

volunteer opportunities in the St. Louis area. They also provide support for local non-profit organizations by posting upcoming events, services and webinars to donors, board members and communities KEEN may serve.

Acquisition: Referrals

• 501Connect continued:• It would be VERY beneficial to have more

contact with them; they have over 4,500 Twitter followers and 1,103 Google+ followers. Doesn't look like they have a Facebook account.

• recreationalcouncil.org and befitstlouis.com are also lower ranking referrals

Acquisition: Referrals

• semalt.semalt.com• From semalt.com:

A Semalt crawler is a technical bot of the webmaster analytics tool Semalt.com. According to the software algorithm Semalt crawler bots visit website and gather statistical data for our service simulating real user behavior: unique IP, browser, display resolution etc. This information is used exclusively within the Semalt.com project and isn't revealed to a third party. Our crawler bots have 100% bounce rate and don't click on advertising banners (cpc, cpa, cpm systems) or extend links. No need to look for some hidden motive or conspiracy when your website was visited by our crawler as it was mentioned above. All the visits are automatic and random.

Acquisition: Referrals

• semalt.semalt.com continued• Quite a few websites are upset with Semalt

for throwing off their analytics and ignoring their robots.txt files

• More info:• http://semalt.com/project_crawler.php• http://

www.incapsula.com/blog/semalt-botnet-spam.html• https://productforums.google.com/forum/#!

topic/analytics/ePCUyPkDVvs

Acquisition: Keywords Driving Traffic

Acquisition: Keyword Density

Acquisition: Ideas for Improving SEO

• Identify your keywords (Google Webmaster Tools can help)

• Add those keywords to your website (esp. title tags, page descriptions, link text, and image tags)

• Consider adding a blog• Try to get more related sites to link to your site

Acquisition: How to set up a Webmaster Tools account

1. Sign in to Webmaster Tools with your Google account. If you don’t have a Google account, you’ll need to create one.

2. Once you sign in, click on add a site, then enter the URL of the site.

3. Verify that you’re the owner of the site by doing one of the following:• Use your Google Analytics account (must be

the admin)• Upload a file to your server• Add a meta tag to your website’s HTML• Add a new DNS record

Acquisition: More Keyword Ideas

Acquisition: Use Your Keywords Where it Counts

• Title Tag- up to 55 characters

• Current home page title tag: <head><title>KEEN St. Louis | We're Proud of Our Ability </title></head>

• Suggested new tag: <head><title>KEEN St. Louis: Sports and Activities for Kids with Special Needs</title></head>

• Description- up to 160 characters

• Current home page description: none

• Suggested new description: <head><meta name=“description” content=“Free recreational activities for children with developmental and physical disabilities in St. Louis. Learn more about our programs, volunteer, or donate.”></head>

CONTENT

New and Returning User Behavior

Top PathsEntry Page Second Page

(37% of entrances)Third Page(21% of entrances; 50% of second page viewers)

Home Page (83% entrance rate)

Schedule (/node/94)(33%)

Programs(18%)

Upcoming Events(6%)

Volunteers(6%)

Homepage(20%)

Schedule (/node/94)(13%)

Programs(12%)

Upcoming Events(8%)

Athlete Enrollment (/node/88)

(4%)

Page Analytics

Donations, Volunteers, and Athlete Enrollments

Can’t track them because the clicks to these nodes on the website redirect the users off of the site AND the recorded event for this redirect doesn’t specify which option was clicked

We do know that there were 1000+ of these events from March – September 2014 (and only 600+ from September 2013 – March 2014)

To fix, consider tagging each event separately (and even each donate page you link to separately)Having those links briefly pull up a “hidden” page on your own site before redirecting (then you can reconcile the page views with your transaction data)

Ways to Help

Website Average

Statistics for “Ways to Help” Page

Volunteer Page numbers

Nov 1, 2013 – Mar 1, 2014

Page Views129

Unique Page Views112

Time on page3:39

Mar 1, 2014 – Aug 31, 2014

Page Views530

Unique Page Views458

Time on page2:36

Percent Change

Page viewsUp 310.85%

Time on pageDown 28.71%

Unique viewsUp 308.93%

Enrollment Page numbers

Nov 1, 2013 – Mar 1, 2014

Page Views52

Unique Page Views38

Time on page1:42

Mar 1, 2014 – Aug 31, 2014

Page Views144

Unique Page Views113

Time on page1:36

Percent Change

Page viewsUp 176.92%

Time on pageDown 5.10%

Unique viewsUp 197.37%

Landing and exit pages

Major landing pages

VolunteersProgramsSchedule

Major Exit pages

ProgramsEventsVolunteer

Contact Us

There is no tracking of the “Contact Us” click that redirects to another location.

Recommend that Keen start tracking this.

Email Sign up

Email signups from the home page are being tracked.

Found by starting at BEHAVIOR, going to EVENTS, then to TOP EVENTS, then MAIL.

16 out of 1689 clicks are going to email.

Time Spent and behavior

It appears most visitors are coming to sign up for programs for their kids. (1594 out of 1689 clicks).

Notes and Recommendations

There are multiple DONATE NOW buttons. Almost one on every page – 5 out of the 8 tabs on the home page lead to a page with a DONATE NOW button. All results go to the same place.

It’d be valuable to track more specifically so Keen knows how many people are donating from different landing pages on the website.

Keen needs to pay more attention to user experience. There’s not much flow in their website, information is hard to find, and some of the important information (schedules for swim, SLU programs, grade schools) is embedded in an obscure link.

DASHBOARD

Dashboard: Updated high level metrics for your site

Dashboard: Overview of your key metrics from the past 30 days

• Visits• How many (for the entire period and by day)• How long do they stay• How often do they come to the site

• Page views• Total count• Average count per visit• Bounce rate (how many only view one page)

• Behavior• What pages do they view• What do they do (click, download, etc.)

• Acquisition• How do they find the site (where do they come from)

• Audience• Where are they accessing the site from (geographically)

Dashboard: Key metrics, tailored to your needs

• Drag and drop to change position of widgets on dashboard

Dashboard: Key metrics, tailored to your needs

• Add new widgets based on shifting priorities or additional data availability

Dashboard: Receive regular updates via email

• Emailed to you monthly (or weekly) as a pdf