MONTHLY WEBSITE REPORTING VISIT ST. PETE/CLEARWATER Instagram Posts Engagement Saves >> Top Posts...

download MONTHLY WEBSITE REPORTING VISIT ST. PETE/CLEARWATER Instagram Posts Engagement Saves >> Top Posts Stories

of 27

  • date post

    08-Jul-2020
  • Category

    Documents

  • view

    0
  • download

    0

Embed Size (px)

Transcript of MONTHLY WEBSITE REPORTING VISIT ST. PETE/CLEARWATER Instagram Posts Engagement Saves >> Top Posts...

  • VISIT ST. PETE/CLEARWATER MONTHLY WEBSITE REPORTING October 2019

  • GOOGLE ANALYTICS

  • TOTAL SITE TRAFFIC, PAGE VIEWS & ENGAGEMENT

    Performance (YOY)

    o Total Visits: 349,935 26.27%

    o Total Unique Visitors: 266,922 10.06%

    o Total Page Views: 691,279 20.39%

    o Overall Bounce Rate: 54.63% 7.19%

    o Time on Site: 105.32 0.86%

  • TOTAL SITE TRAFFIC, PAGE VIEWS & ENGAGEMENT

    Performance: Last 12 months

    November 1, 2018 through October 31, 2019

    o Total Traffic/Sessions: 4,886,401 1.4%

    o Unique Visitors: 3,329,496 10.48%

    o Page Views: 9,736,421 7.5%

  • o Guide Orders: 685 21.89%

    o Guide Views: 1,228 1.13%

    o Deal Views: 95 66.67%

    o Newsletter Sign Up: 95 20.83%

    o TripAdvisor Button Clicks: 103 22.62%

    SITS

    Performance YOY

  • SITS Trip Planner Overall Trip Planner usage Year over Year is down 9.40% overall.

    o Add to Planner: 1,817 29.60%

    o Clicked Toggle Button: 3,856 17.11%

    o Star Click: 35 6.06%

    o Shared Planner: 198 56.58%

    ➢ Email: 120 33.33%

    ➢ Facebook: 46 39.39%

    ➢ Pinterest: 19 91.85%

    ➢ Twitter: 13 30%

  • ORGANIC TRAFFIC

  • Summary October saw a 47% decrease in Organic Search Traffic looking year-over-year.

    The top 10 organic landing pages for October were:

    ● /event-guide/halloween-events ● /event-guide/events-this-week ● /article/beach-for-every-mood ● /event/enchant-christmas/9891 ● /current-beach-conditions ● /events ● /event/upper-tampa-bay-oktoberfest/6097 ● /list/holiday-events ● / ● /event-guide/fall-events-and-festivals

    ORGANIC TRAFFIC

    Due to red tide last year, the current beach conditions page had over 125k organic sessions in October 2018.

  • 9

    EMAIL PERFORMANCE

  • VSPC October 2019 ENEWS STATS Email Subject: FOMO? Here's What You're Missing in St. Pete/Clearwater! Featured Partner: TradeWinds Island Resorts

    Send Date 10/29/2019

    Total Delivered 316,046

    Confirmed Opens 20,875

    Open Rate 6.72%

    Total Unique Clicks 2,659

    Total Click Thru Rate 0.856%

    Featured Clicks 373

    Opt-Outs 709

  • VSPC October 2019 ENEWS STATS Email Subject: FOMO? Here's What You're Missing in St. Pete/Clearwater! Sponsored Content: Sirata Beach Resort

    Send Date 10/29/2019

    Total Delivered 316,046

    Confirmed Opens 20,875

    Open Rate 6.72%

    Total Unique Clicks 2,659

    Total Click Thru Rate 0.856%

    Sponsored Clicks 187

    Opt-Outs 709

  • ActOn Database Sign-ups October Growth

    o Total Sign-ups: 2,137 N/A

    o Fly-In Sign-ups: 539 N/A

    o Giveaway Sign-ups: 1,323 24.86%

    o Webform Sign-ups: 275 47.27%

  • Giveaway Sign-ups Giveaways ending in October

    Giveaway Name Dates Entries Email Signups

    Clearwater Jazz Holiday 9/25/19 - 10/10/19 567 168

    Win VIP Tickets to Zac Brown Band

    10/10/19 - 10/15/19 448 355

    Kick It in St. Pete/Clearwater

    5/17/19 - 10/15/19 446 352

    My Sunset Getaway (digital & activation)

    5/23/19 - 10/31/19 3,452 448

  • EXECUTIVE SUMMARY

    The monthly Chartio report is available here. NOTE: Data reflects Year-over-Year comparison.

    ● Compared to last year, Total Sessions were down 26% to 349,935, primarily due to the significant traffic leading to the “Current Beach Conditions” page.

    ● The top traffic driving mediums this month were: Organic Traffic (down 47%), CPC Traffic (up 92%) and Referral Traffic (down 51%)

    ● Regarding Pageviews and Visitor Behavior, Pageviews were down 20%, Bounce Rate improved by 4% and the Top Viewed pages were: things-to-do/Beaches (up 84%), things-to-do/Events-Festivals (up 35%) and Homepage (down 13%).

    ● SITs were generally up across all boards except for eNews Sign Ups (down 21%). Guide Orders were up 22%, Deal Views up 67% and TripAdvisor Clicks up 23%.

    https://chartio.com/miles-partnership/google-analytics/?ev396437=2018-12-01&ev396437=2018-12-31

  • TAKEAWAYS / NEXT STEPS

    Although Referrals were down, we noticed a significant spike on VSPC last year - 6k people looked at the site on Oct. 10, 2018, which was during Hurricane Michael. So we can connect this with people searching for relief, possibly alternate places to stay, etc.

    We’ve spoken at length about the decrease in Total Sessions linking to the “Current Beach Conditions” page. The same can be said for the decline in Organic Traffic. With the page live, next step is to add to site footer. Also suggest promoting the page on the Homepage, within the mega menus, and on all relevant Beach pages like Beaches, Beaches of Orlando & A Beach for Every Mood.

    Since the Communities page had come up in recent conversation, we’ve provided initial recommendation for page refresh:

    ● Update the Top Level Communities page copy with information about different art districts ● Mention the different art districts in the St. Pete Communities page ● Change Matrix title on Top Level Communities page to: “Find Things to Do By Area” or “More Communities in St.

    Pete/Clearwater” ● Add in Community videos as they are approved

  • OCTOBER REPORTING HIGHLIGHTS

    Visit St. Pete/Clearwater FY20 Digital Media

  • OCTOBER MEDIA SCHEDULE

    • Overall impression volume was up MoM again, with Fall push in full swing and new partners (Omnivirt, Afar, and Trip Scout) launching

    • Continued to run mix of creative, including Fall Color

    Format Partner 9/29 10/6 10/13 10/20 10/27

    CTV Video Hulu

    CTV Video Centro

    Audio, Video Pandora

    Display, Video MIQ

    Display Conversant

    Display Omnivirt

    Display Madden

    Display Afar

    Display Lonely Planet

    Custom Display/Video

    JunGroup

    Display Trip Advisor

    Social Trip Scout

    Display Sojern

    SEM Google Adwords

    / Bing

    Video YouTube

    Social Facebook

    2019 October

  • OCTOBER DISPLAY MEDIA HIGHLIGHTS

    OVERALL • Campaign generated 15M impressions and 45K clicks, for an overall CPC of $4.69 • Drive and Fly markets performed equally on primary KPIs (C/PV for display and VCR for video), while Drive performed stronger on deeper

    site metrics (engagement and SITs) • Overall viewability was 69%, slightly down MoM but still exceeding overall goal of 63%

    DISPLAY • Pandora drove highest volume of impressions • Top performers against KPI remained consistent (Jun Group, MiQ, and Sojern) • Afar was the lowest performing banner placement, with a $74.61 C/PV, likely due to high CPMs and low conversion rate

    VIDEO • Campaign delivered over 1.7M completed video views, with overall 85% VCR • CTV placements drove highest volume and quality of videos – average 97% VCR • Pandora VCR increased significantly MoM (increased to 71% from 35%), likely due to swap towards 100% :15 spots • Sojern launched video for the first time, initial results are soft with lower than average VCR (~45%)

  • OMNIVIRT OCTOBER HIGHLIGHTS

    • Omnivirt 360 Ads are showing very high CTR vs. 2D ad control group (overall 1.3% CTR vs. 0.13% CTR) – a 10X uplift!

    • 3D Ads are showing a smaller uplift (1.27 – 1.37X)

  • HULU – FALL SUMMARY

    • 9/9-10/31 flight dates

    • $41,428.56 net spend

    • 1,194,183 delivered video completions

    • Included 79,913 AV video completions – a $2,971.17 value

  • CENTRO CTV – FALL SUMMARY

    Top Performing Audiences

    Delivery HighlightsTop Performing Channels & Devices

  • PANDORA – FALL SUMMARY

    A U D I O X P C A M P A I G N D A T A

    ▶ IMPRESSIONS 2,250,000

    ▶ CLICKS 1,706

    ▶ REACH 558,665

    • Great overall reach • Average weekly frequency was 1.51x

    • Lower than the recommended frequency of 2.5- 3.5x

    • Recommend adjustments for Spring campaign to increase average frequency

    S O N G W R I T E R S F E S T I V A L

    ▶ IMPRESSIONS 277,778

    ▶ CLICKS 354

    ▶ REACH 72,035

  • PANDORA – FALL SUMMARY

    M O B I L E V I D E O P L U S C A M P A I G N D A T A

    ▶ VIEWS 185,536

    ▶ COMPLETION RATE 81.62%

    ▶ CLICKS 533

    ▶ REACH 146,129

    • Extremely successful compared to Pandora benchmarks

    • Completion rate dramatically improved after implementing :15s spot

  • OCTOBER SEM HIGHLIGHTS

    SEM • 1.8M+ impressions and 79K clicks

    (up 107% YoY) from 63K spend (up just 20% YoY)

    • 26.5K+ conversions (up 89% YoY)

    • 145K+ views on YouTube • $0.08 CPV

  • OCTOBER SOCIAL HIGHLIGHTS

    SOCIAL • 2.9M+ impressions • 120K+ clicks from • 4.04% CTR (up from 2.95%) • $0.14 CPC (down from $0.18)