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CAMBRIDGE COMMUNITY TELEVISIONWeb Analytics Review & Recommendations
Our Analysis Exchange project focused on:
• An audit of the Google Analytics implementation
• A review of visitor behavior on the CCTV website
• Discovering opportunities for improvement to increase traffic to the CCTV website and to the Neighbormedia Program in particular
Our RecommendationCustom variables should be created and should track member vs.
non-member traffic as well as the number of new accounts createdEcommerce tracking should be implemented by tagging the “Donate”
button on the homepage – this can measure the online fundraising efforts
Ecommerce tracking can also be used to track the CCTV Training classes by tagging the checkout cart
Neighbormedia signups should be tracked by tagging the ʺhttp://www.cctvcambridge.org/neighbormedia_applicationʺ download as an event
Increase organic traffic by search engine optimization and pay per click advertising, as well as increase efforts in social media to build awareness of CCTV and Neighbormedia Program
Utilize available space on homepage to prominently display Neighbormedia Program
ApproachWe analyzed Google Analytics data over a 12 month time period,
starting from 3/1/2011 to 3/31/2012We were able to study visitor behavior and discover possibilities for
improvement to the CCTV websiteKey metrics included:
- New vs. returning visitors
- Traffic Sources (Search, Referral, Direct)
- Visit Duration
- Page Depth
- Pages Most Viewed
- Top Landing Pages
- Paths taken by visitors starting on Homepage
ObservationsThe web analytics data revealed that the majority of traffic to the
CCTV website are new visitors, accounting for 67% of all visits during the selected time period.
An overwhelming amount of traffic comes from Google but these visitors’ search queries are for terms such as CCTV or Cambridge Community TV; these visitors are already familiar with CCTV and are searching for the CCTV website directly
Majority of visitor duration lasts a max of 10 seconds, viewing 1 page before leaving the website
ObservationsThe Homepage is viewed the most and is also the top Landing page,
i.e. visitors who search for CCTV on Google land on the Homepage
Visitors who start at the Homepage and view more than 1 page generally view the Watch page next and subsequently the About page, ending on the Homepage and exiting the website from there
The Neighbormedia Program page is being viewed by either members or visitors familiar with the program; visitors come directly to the page or search for Neighbormedia directly on Google
ConclusionThe next steps would be to ensure the proper tagging of the custom
variables mentioned above (member vs. non member, new account signups, Donate button to measure online fundraising, track Neighbormedia application downloads and setup Ecommerce tracking for the training classes)
Specific goals for the website need to be setup for performance measurement – increase visitor traffic by measuring traffic sources; increase visitor engagement by measuring visitor time on site & page depth
Build brand awareness through social media promoting Neighbormedia program and CCTV services to increase new account signups; measure by tracking traffic sources from various social media outlets
Add Facebook “Like” social plugin on homepageProminently display Neighbormedia program on Homepage and optimize
website to be user friendly including interlinking between pages for better navigation
Thank YouQ&A
Cambridge Community Television Data 3/1/2011 – 3/31/2012
Total Visits: 127,899
New Visitors: 85,953 (67.20%) Returning Visitors: 41,943 (32.79%)
Traffic Sources:
Search: 76,550 Visits Referral: 20,706 Visits Direct: 30,631 Visits
69.74% Bounce Rate 62.87% Bounce Rate 62.31% Bounce Rate
Top 3 Search Sources: Visits Avg. Time on Site %New Visits Bounce Rate
Google - 68,299 2:09 68.96% 64.85%
Bing - 3,636 2:28 71.97% 61.30%
Yahoo - 2,852 1:44 77.59% 67.39%
Top 3 Referral Sources: Visits Avg. Time on Site %New Visits Bounce Rate
Facebook - 3,996 2:58 53.98% 64.69%
Google (Search Partners) - 1,600 0:58 87.44% 58.94%
Boston.com - 870 1:42 63.56% 66.78%
Cambridge Community Television Data 3/1/2011 – 3/31/2012Frequency of Visits: 67.21% of all visitors had 1 visit during selected time period
8.73% of all visitors had 2 visits during selected time period7.22% of all visitors had between 100-200+ visits during selected time period (most likely staff)
Recency of Visits: 85.79% of all visitors have a visit within 24 hours but this includes New Visitors which is the majority of all visitors3.87% of all visitors have 1-2 days since their last visit
Visit Duration: Page Depth: 0-10 seconds = 66.82% of all visits 1 page view = 65.57% of all visits 1 min.-10 mins. = 16.58% of all visits 2-7 pages = 27.22% of all visits
Pages Most Viewed: Views Avg. Time on Site Bounce Rate Exit Rate
Homepage - 49,106 2:38 46.49% 44.29%Watch - 9,552 0:32 38.91% 13.04%About - 8,594 0:58 52.09% 25.38% **Neighbormedia - 3,800 0:46 28.88% 13.82%
Top Landing Page: Views Avg. Time on Site % New Visits Exit Rate
Homepage 34,023 4:36 50.41% 46.49%Traffic Source – Google, Direct
11% of Visitors starting at the Homepage click to the Watch Page while another 8.30% of Visitors starting at the Homepage proceed to the About Page
75.84% of visitors who start visit at Homepage also exit the website through the Homepage