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

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100200300400500600

0%20%40%60%80%100%

Visits

Non-Mobile TrafficMobile Traffic% of Mobile Traffic

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899

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000

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005

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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.

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100

200

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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

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0130:00:000:02:520:05:450:08:38

Avg. Visit Duration

Mobile TrafficNon-Mobile Traffic

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0130%

50%100%150%

Bounce Rate

Mobile TrafficNon-Mobile Traffic

Thank you! Any questions?