Connect CathaysGoogle Analytics Traffic Report

Paul Hunter

Li Chang

Paul Byers

Analytics Exchange Student

Analytics Exchange Mentor

Connect Cathays

Overview• The segments looked at are:

• Acquisition

• Devices

• Site Content

• The key metrics looked at for each of these are:

• Page Views

• Site Duration

• Bounce Rate

• The timeline is from 12th December- 14th February.

HighlightsFindings Recommendations

The site has a high bounce rate, and the

recent campaign efforts didn’t look

like seeing positive return.

Make sure all the pages have content on them. Make popular pages

easier to find.

Social media can drive traffic to the site but

has the highest bounce rate. Twitter is the best social media channel for

engagement.

Share quality and engaging content that will be of interest to a

wide demographic.

People who visit the site on a computer

have higher engagement compared

to those visiting on mobile devices.

Explore how to optimise the website for mobile.

Acquisition

Organic Social Referral

Organic search is the biggest driver of traffic

to the website

Users from organic search view the most pages per visit.

2.842.59

2.1

1.75

2.69 2.69 2.69 2.69

Most of the keywords that bring traffic are houses (based on top

25)

However it’s companies, people and services that have the lower

bounce rate.

72

50 50

0

Users also visit the most pages when searching about people.

1.8

3 3

1.5

Acquisition Summary

•Organic search is the most successful type of acquisition.

•As there is a high bounce rate with acquisition from searches about housing, focus on optimising content about people and services.

Acquisition

Organic Social Referral

Twitter is the best social media channel for attracting visits to the

site.

Twitter also performs best in all key metrics of page visits,

bounce rate and time on site

Page Visits

1:29

1:06

0:30

Average Site Time

Bounce Rate

1.891.39

2.7173.85

85.70

65.96

However traffic from Social as a whole has the highest bounce rate and lowest page views.

65.9 65.9 65.9 65.966.7

56.363.2

77.62.7 2.7 2.7 2.7

2.82.6

2.1

1.7

Previous content released on social media has proved more

popular than the content related to the recent campaign.

1:06

0:051.27

1.84 86.67

75.32

Social Summary

•Twitter is the best social channel for acquiring visitors and the best overall for engagement.

•Current campaign focused on social media doesn’t see positive return. Refine content strategy to try and encourage more positive results.

Acquisition

Organic Social Referral

Referral•Three types of referring sites have

been identified.

•The Service sites:• webanalyticsdemystified & semalt.com

•The Local Engagement sites:• communityjournalism.co.uk & openlylocal.com

•Search/ Other Website:• search.bt.com, duckduckgo.com, urlopener.com,

delta-search.com

Local Engagement sites spend most time on the site.

1:27

1:27

1:27

0:18

2:07

1:57

Traffic from service websites has the most page views.

2.69 2.69 2.692.26

1.65 1.75

But has the highest bounce rate as this is not high quality traffic.

66.2 66.2 66.268.4

55 50

Referral Summary

•Traffic from Local Engagement sites provide the best quality traffic.

•Post to other local community websites/blogs. There will be mutual benefits with for all parties involved.

Devices

The majority of visitors to access the website from a computer

Visitors from computers also spend more time on the site and view more pages.

1:44

0:521:04

2.71 2.71 2.713.09

1.81 1.98

1:291:29 1:29

Devices

• Results possibly because the site is not optimised for mobile. Links are small for fingers meaning people may find the site harder to use on mobile technology.

• The high bounce rate from social media could be linked to the high bounce rate from mobile devices. 75% of people use twitter do so primarily from mobile devices (http://tcrn.ch/1m0sbsz).

Optimised

Site Content

The Top 10 Pages make up nearly one quarter of page views.

Content relevant to a wide demographic is the most popular

site content.

2:23

6:05

2:49

3:58

1:29 1:29 1:29 1:29

1. Roath, Splott and Adamsdown- 1000 Years of History

2.Maindy Harriers Running Club

3. Food and Drink Map

4.Cathays in Videos

Site Content Summary

•Popular pages have a much higher viewing time than the site average.

•Currently many of the most popular pages are found easiest by using the search function. However the search function is rarely used. There has only been 30 searches in the period examined.

Limitations

•Small volume of traffic on the site can compromise segmentation findings.

•The small amount of data for the campaign analysis does not allow for a fair comparison between pre & post campaign data.

Future Research

•Explore funnel analysis to optimise the visitors journey to the website.

•Experiment with different campaigns to find the best type of content to use on social media.

QUESTIONS?