Special SpectatorsAnalysis Exchange Project
Analyst: Genna WeissOrganization: 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
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.
Main Site Performance
Mobile Traffic vs. Non-Mobile TrafficReferral, Direct, and Search Traffic Insights
Referral Traffic NavigationDate range Included for all slides: September
2012-March 2013
5
Mobile Traffic Dominates
9/1/2
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11/20/2
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3/20/2
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3/30/2
0130
100200300400500600
0%20%40%60%80%100%
Visits
Non-Mobile TrafficMobile Traffic% of Mobile Traffic
12/30/1
899
1/2/1
905
1/2/1
910
1/2/1
915
1/2/1
920
1/2/1
925
1/2/1
930
1/2/1
935
1/2/1
940
1/2/1
945
1/2/1
950
1/2/1
955
1/2/1
960
1/2/1
965
1/2/1
970
1/2/1
975
1/2/1
980
1/2/1
985
1/2/1
990
1/2/1
995
1/2/2
000
1/2/2
005
1/2/2
0100
100200300400500600
0%20%40%60%80%100%
Unique Visits
Non-Mobile TrafficMobile Traffic% of Mobile Traffic
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%
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 TrafficReferral TrafficDirect Traffic
5% (207 visits)
82% (3,520 vis-its)
13% (543 vis-
its)
Non-Mobile
Search TrafficReferral TrafficDirect Traffic
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.
9/1/2
012
9/11/2
012
9/21/2
012
10/1/2
012
10/11/2
012
10/21/2
012
10/31/2
012
11/10/2
012
11/20/2
012
11/30/2
012
12/10/2
012
12/20/2
012
12/30/2
012
1/9/2
013
1/19/2
013
1/29/2
013
2/8/2
013
2/18/2
013
2/28/2
013
3/10/2
013
3/20/2
013
3/30/2
0130
100
200
300
400
500
600
Search TrafficReferral TrafficDirect Traffic
3/15
3/10
11/2411/17
2/17
9
Interesting Observation: Majority of Direct Traffic Lands on Donate Page from Mobile
0400800
1,2001,600
Mobile
Pageviews
050
100150200250300
Non-Mobile
Visits
Could this indicate a potential tracking issue?
10
Search Traffic Has Low Volume – Opportunity to Optimize Site for Non-Branded Keywords
(not pro
vided
)
speci
al sp
ectato
rs
speci
alspect
ators.
org
speci
al sp
ectato
r
blake r
ockwell
speci
al sp
ectato
rs
http://sp
ecials
pectato
rs.org/
speci
al sp
ectato
rs ch
icago
speci
al sp
ectato
rs ou vs
kansas
spect
ators
"bosto
n colle
ge" &
football
& "c
hildren
's hosp
ital b
oston"
020406080
100120
Top Search Terms by Volume
Visits
11
How Does Each Channel Compare from an “Engagement” Standpoint?
Mobile Direct Referral Search*Pages/Visit 1.27 1.12 2.14Avg. 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.
12
Top 10 Referral Sites by Visit Volume Experience High Bounce Rates
bigten
.org
btn.com
ohiostateb
uckeye
s.com
bigten
network.
stats.
com
mgoblue.c
om
uwbadge
rs.co
m
gopsu
sports
.com
gophers
ports.co
m
iuhoosiers.
com
purduesp
orts.co
m0
200400600800
1,0001,2001,4001,600
0%20%40%60%80%100%120%
Mobile
VisitsBounce Rate
0
200
400
600
800
1000
0%20%40%60%80%100%120%
Non-Mobile
VisitsBounce 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.
13
Majority of Referral Traffic to Top Landing Pages Bounce
02,0004,0006,000 90%
85% N/A N/A N/A N/A
Mobile
Visits
01,0002,0003,0004,000 89%
60% N/A N/A N/A N/A N/A N/A N/A N/A
Non-Mobile
Visits
Percentage above the bar line is bounce rate, which is labeled for only significant traffic.
14
The Donate Page and Home Page Also Dominate the Top “Engaging” Pages by Volume for Referrals
01,0002,0003,0004,0005,000
Mobile
Pageviews
/donate
/
/even
ts//b
log/
/2nd-an
nual-5k-r
unwalk-sc
heduled
-for-a
pril-13th/
/the-s
pecial-
spect
ators-
game-d
ay-ev
ent-in
-video
s/0
5001,0001,5002,0002,5003,000
Non-Mobile
Pageviews
Lack of pageview volume on other top pages may signal navigation optimization opportunities.
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.
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.
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.
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.
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%
20
Mobile Donate Page vs. Non-Mobile Donate Page
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.
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.
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.
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.
Social
Social Media Traffic Vs. Referral TrafficFacebook Metrics and Top Viral PostsTop 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
Facebook Twitter goo.gl HootSuite tinyURL WordPress05
101520253035404550 53%*
67%
N/A N/A N/A N/A
Social Media Traffic
Visits
bigten
.org
btn.com
ohiostateb
uckeye
s.com
bigten
network.
stats.
com
mgoblue.c
om
uwbadge
rs.co
m
gopsu
sports
.com
gophers
ports.co
m
purduesp
orts.co
m
iuhoosiers.
com
0
500
1,000
1,500
2,000
2,500
0%
20%
40%
60%
80%
100%
120%
Top Referral Traffic
VisitsBounce Rate
Pages/Visit: 2.29Avg. Duration: 01:26Returning Visitors: 20%Bounce Rate: 56%
Pages/Visit: 1.21 Avg. Duration: 00:15Returning Visitors: 6%Bounce Rate: 90%
*Bounce rate for significant traffic
27
Termination of Facebook Ad Push Made a Large Impact on Facebook Likes and Reach
Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-130
100200300400500600700800
Facebook Likes
Likes
Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-130
50000
100000
150000
200000
250000
Total Reach
Reach
Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-1305
10152025
Site Visits from Facebook
VisitsAds appeared to have made only a small impact on drawing people to the website from Facebook.
28
Top Viral Posts on Facebook
http://on.fb.me/17r6Cu3 11/17/12175 reach, 52 engaged users, 46 taking about this, 26% virality
http://on.fb.me/10LLNKN 11/10/1225 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!”
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!”
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
31
Example of Facebook Content Not Directing Traffic to SS Site
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.
33
Tool Examples
Twitonomy TweetReach
LikeAlyzer TrueSocialMetrics
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.
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.
37
Appendix
9/1/2
012
9/12/2
012
9/23/2
012
10/4/2
012
10/15/2
012
10/26/2
012
11/6/2
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11/17/2
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11/28/2
012
12/9/2
012
12/20/2
012
12/31/2
012
1/11/2
013
1/22/2
013
2/2/2
013
2/13/2
013
2/24/2
013
3/7/2
013
3/18/2
013
3/29/2
0130246
Pages/Visit
Mobile TrafficNon-Mobile Traffic
9/1/2
012
9/12/2
012
9/23/2
012
10/4/2
012
10/15/2
012
10/26/2
012
11/6/2
012
11/17/2
012
11/28/2
012
12/9/2
012
12/20/2
012
12/31/2
012
1/11/2
013
1/22/2
013
2/2/2
013
2/13/2
013
2/24/2
013
3/7/2
013
3/18/2
013
3/29/2
0130:00:000:02:520:05:450:08:38
Avg. Visit Duration
Mobile TrafficNon-Mobile Traffic
9/1/2
012
9/12/2
012
9/23/2
012
10/4/2
012
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012
10/26/2
012
11/6/2
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11/17/2
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12/9/2
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12/20/2
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12/31/2
012
1/11/2
013
1/22/2
013
2/2/2
013
2/13/2
013
2/24/2
013
3/7/2
013
3/18/2
013
3/29/2
0130%
50%100%150%
Bounce Rate
Mobile TrafficNon-Mobile Traffic
Thank you! Any questions?
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