traffic analysis project jon-eric waddell analysis exchange student lauren hock analysis exchange...
TRANSCRIPT
DALLASFILM.ORGTraffic Analysis Project
Jon-Eric WaddellAnalysis Exchange Student
Lauren HockAnalysis Exchange Mentor
Marc LeeDallasFilm.org Sponsor
Agenda
Overview Traffic Source Breakdown Referral Traffic Analysis Social Media Analysis SEO Analysis Content Engagement Mobile Analysis Key Findings Recommendations
Overview
Questions to Answer
Where is the traffic coming from?
Who is visiting the site?
How engaged are the visitors with the content?
What content was most engaging?
How much of an impact is mobile making on site traffic?
Methodology
Time Frame Measured Last 4 months: Dec 1, 2011 – Mar 1, 2012
Measurement Tools Used Google Analytics www.marketinggrader.com
Metrics Measured Avg. Time on Site Pages per visit Bounce Rate Top Landing Pages
Traffic Source Analysis
Traffic Source At a Glance
22.18%
33.88%
40.30%
3.51%
Total Traffic
Direct TrafficReferralSearch EngineEmail
% of Total Bounce Avg. Time on Site PPV1. Google 36.13% 41.71% 2:02 2.702. Direct 22.18% 63.16% 1:46 2.143. Dallasfilm.org (referral) 10.33% 68.48% 1:34 1.904. Facebook (referral) + mobile 9.74% 69.10% 1:27 1.835. Dallas Film Society Email 3.51% 67.02% 1:43 1.896. Yahoo (58.02% Referral) 2.52% 64.10% 1:02 1.867. Yahoo (41.92% Organic) 1.99% 34.48% 2:20 3.09
Top Traffic Sources
Referral Traffic Segments
Referral Traffic was segmented into 4 groups:
Social Media Segment includes any source containing “Facebook” (mobile & non-mobile),
“twitter”, “linkedin” and equaling “t.co”
Film Enthusiasts Segment includes any source containing “film”, “producer”, “movie”, “festival”
Email Campaign Segment includes any source containing “mail”
Dallas Tourism Segment includes any source containing “dallas”, “governor.state.tx.us” and
excluding “film”
Social Media
Referral Traffic Segments
Bounce Rate
65.77%
69.00%
61.49%
58.40%
Avg. Time on Site
1:40
1:25 1:20
1:56
Pages per Visit
1.951.81
1.98
2.37
Film Enthusiasts Email Campaign Dallas Tourism
Only the Dallas Tourism segment had above average engagement…
Referral Traffic Segments
….but only accounts for just above 2% of total site traffic.
68.40%
2.12%3.38%
15.29%10.81%
% of Total Traffic
All Other Traffic SourcesDallas TourismEmail CampaignFilm EnthusiastsSocial Media
Visitor Flow – Dallas Tourism75% of all Dallas Tourism traffic went through either the home page or to the screening room page.
Visitor Flow – Email Campaign65% of all email campaign traffic went thru a screening room page.
Visitor Flow – Film Enthusiast Segment73% of Film Enthusiast traffic went through either the Membership page or “DIFF Passes on sale” page.
Social Media Analysis
Social Media AnalysisFacebook & Twitter pages are key for building brand recognition and interacting with fans/followers.
Social Media AnalysisSocial Media traffic, although nearly 11% of total traffic, has low engagement compared to site average.
Bounce Rate
69.10%68.48%
53.33%54.40%
Avg. Time on Site
1:271:14
0:22
1:56
Pages per Visit
1.821.71
1.60
2.36
TwitterFacebook LinkedIn Site Average
Social Media Segment– Visitor Flow Nearly half of all Social Media traffic went through either the home page or to a “first-15-titles-announced” page.
Very High Drop off rates after
interaction with landing page.
In that time Social Media accounted for 71% of total traffic!
Between 2/15-2/16 traffic tripled normal levels.
Social Media Analysis
Less than .4% of total traffic had a social interaction with the site content.
Although small, users that shared content had very high engagement.
SEO Analysis
Search Engine Optimization Analysis
22.18%
33.88%
40.56%
Direct TrafficReferralSearch Engine
Search is a huge part of the overall traffic……..
Search Engine Optimization Analysis
…and highly engaged compared to site averages.
Bounce Rate
40.98%
54.40%
Avg. Time on Site
2:05
1:56
Pages per Visit
2.74
2.36
Search Traffic Site Average
SEO AnalysisHere are the Top 20 Keywords used to reach the site.
Out of the Top 10 keywords, 4 were
different variations of DFS, 5 were
related to DIFF.
Visits % of Total Traffic % of Search Traffic Pages per Visit Avg. Time on Site % New Visits Bounce Rate"fest" 3764 15.55% 38.59% 2.83 1:59 57.84% 35.73%
"dallas film" 2009 8.30% 20.60% 2.96 2:25 47.93% 42.06%"screen" 267 1.10% 2.74% 2.51 2:16 53.93% 46.07%
"internship" 115 0.49% 1.18% 1.85 1:42 78.15% 68.91%"contest" 108 0.45% 1.11% 1.44 0:46 66.67% 77.78%
"diff" 101 0.42% 1.04% 2.28 1:08 55.45% 44.55%"volunteer" 73 0.30% 0.75% 1.53 1:22 19.18% 78.08%
"jobs" 36 0.15% 0.37% 1.97 1:44 50.00% 52.78%"camp" 36 0.15% 0.37% 2.00 0:56 61.11% 69.44%
Keyword Analysis
Grouping the keywords into common themes gives a clearer picture of the search traffic.
Searches related to “fest/festival”, “dallas film”, and “screen/screening” had high engagement compared to site average.
Content Analysis
Content Engagement
homepag
e
/dall
as-inter
national-
film-fe
stiva
l/
/for-fi
lmmak
ers/su
bmit-yo
ur-film
/
/chec
kout/i
d/22191197984391231
/explore/
year-
round-ev
ents/
even
ts-ca
lendar/
/scree
ningroom/
/chec
kout/i
d/22191197984391293
/explore/
get-i
nvolve
d/inter
nships-j
obs/
/?wick
et:inter
face=
:0::::
/explore/
contac
t-us/
/explore/
about/p
ress-r
elease
s/
/2012/0
2/first
-15-films-a
nnounced-fo
r-2012-diff/
/2012/0
1/scree
ning-in-th
e-lan
d-of-blood-an
d-honey/
/scree
ningroom/rs
vp-fo
r-chris
-vogn
ars-sc
reening-r
oom/
/2012/0
2/first
-15-titles-a
nnounced-fo
r-2012-diff-in
-official-s
electi
ons/
/blog/
/explore/
about/
/2011/1
2/free
-scree
ing-pick
-up-on-south
-stree
t/
/explore/
year-
round-ev
ents/
rsvp-fo
r-chris
-vogn
ars-sc
reening-r
oom/
/explore/
get-i
nvolve
d/festi
val-v
olunteer/
/explore/
/educa
tional-pro
grams/h
igh-sc
hool-roundtab
le/
/for-fi
lmmak
ers/
/educa
tional-pro
grams/t
xu-en
ergy-s
tuden
t-film
-contes
t/
/explore/
about/o
ur-staff
-and-board
/0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
13,400
4,971
2,931 2,698 2,505 2,431 1,978 1,452 1,061 1,028 988 926 830 667 616 608 562 544 500 480 476 465 423 403 402
Pageview Pareto Chart
Pageviews
% of Total Pageviews
The Top 25 most viewed pages make up over 75% of total pageviews.
Top 25 Landing Pages Landing Page Visits % of Total Pages/Visit
Avg. Time on Site
% New Visits Bounce Rate
1 Homepage 10,249 42.35% 2.85 0:02:27 63.65% 38.24%2 checkout (DIFF 2012 Passes and Vouchers) 1,919 7.93% 1.81 0:01:19 84.00% 73.74%3 /screeningroom/ 1,658 6.85% 1.79 0:01:15 70.02% 67.85%4 checkout (Dallas Film Society Memberships) 1,156 4.78% 2.33 0:02:12 82.87% 59.08%5 /dallas-international-film-festival/ 749 3.09% 2.53 0:01:44 53.40% 48.87%6 /explore/get-involved/internships-jobs/ 660 2.73% 1.7 0:01:15 66.67% 72.27%7 /explore/about/press-releases/ 609 2.52% 2.76 0:02:01 71.59% 37.77%8 /2012/01/screening-in-the-land-of-blood-and-honey/ 565 2.33% 1.41 0:00:56 70.97% 76.81%9 /2012/02/first-15-films-announced-for-2012-diff/ 541 2.24% 1.34 0:00:54 76.71% 82.99%
10/2012/02/first-15-titles-announced-for-2012-diff-in-official-selections/ 505 2.09% 1.34 0:00:45 79.60% 83.76%
11 /explore/year-round-events/events-calendar/ 382 1.58% 3.21 0:02:33 54.71% 32.72%12 /films 357 1.48% 1.05 0:00:07 70.03% 98.32%13 /call-for-entries 311 1.29% 1.69 0:00:48 57.56% 73.63%14 /2011/12/free-screeing-pick-up-on-south-street/ 252 1.04% 2.35 0:02:16 70.24% 43.65%15 /2012/01/free-screening-of-kiss-me-deadly/ 196 0.81% 1.9 0:01:01 57.14% 65.82%16 /for-filmmakers/submit-your-film/ 186 0.77% 1.76 0:01:13 41.40% 69.89%17 /2011/12/we-have-great-gifts-for-film-lovers/ 153 0.63% 1.18 0:00:37 81.70% 86.93%18 /educational-programs/txu-energy-student-film-contest/ 145 0.60% 1.33 0:00:57 62.07% 84.83%19 /explore/contact-us/ 144 0.60% 1.78 0:02:01 43.75% 68.06%20 /2012/01/free-passes-to-the-woman-in-black-screening/ 140 0.58% 1.35 0:01:41 75.00% 79.29%21 /2012/01/dfs-high-school-roundtable-on-the-set-of-dallas/ 138 0.57% 1.52 0:01:07 55.07% 74.64%22 /2012/01/dfs-programmers-picks-for-movies-in-2012/ 135 0.56% 1.29 0:01:38 65.93% 82.96%23 /2012/02/diff-2012-seeks-volunteers/ 134 0.55% 1.54 0:00:38 73.88% 75.37%
24/explore/about/press-releases/2012-dallas-international-film-festival-call-for-entries/ 134 0.55% 2.84 0:02:41 72.39% 41.04%
25 /dallas-international-film-festival/diff-2012-passes-and-vouchers/ 126 0.52% 2.49 0:02:43 78.57% 60.32%
Top 25 Landing Pages
Landing Page Visits% of Total
Pages/Visit
Avg. Time on Site
% New Visits
Bounce Rate
1 Homepage 10,249 42.35% 2.85 0:02:27 63.65% 38.24%4 checkout (Dallas Film Society Memberships) 1,156 4.78% 2.33 0:02:12 82.87% 59.08%7 /explore/about/press-releases/ 609 2.52% 2.76 0:02:01 71.59% 37.77%
11 /explore/year-round-events/events-calendar/ 382 1.58% 3.21 0:02:33 54.71% 32.72%14 /2011/12/free-screeing-pick-up-on-south-street/ 252 1.04% 2.35 0:02:16 70.24% 43.65%19 /explore/contact-us/ 144 0.60% 1.78 0:02:01 43.75% 68.06%
24/explore/about/press-releases/2012-dallas-international-film-festival-call-for-entries/ 134 0.55% 2.84 0:02:41 72.39% 41.04%
25/dallas-international-film-festival/diff-2012-passes-and-vouchers/ 126 0.52% 2.49 0:02:43 78.57% 60.32%
Of the top 25 landing pages, these pages had the highest engagement.
The homepage is the major portal thru the site as nearly half of all the traffic starts here.
Top 25 Landing Pages
Conversely, of the top 25 landing pages, these pages had the lowest engagement.
Landing Page Visits % of Total Pages/VisitAvg. Time on
Site% New Visits
Bounce Rate
2 checkout (DIFF 2012 Passes and Vouchers) 1,919 7.93% 1.81 0:01:19 84.00% 73.74%3 /screeningroom/ 1,658 6.85% 1.79 0:01:15 70.02% 67.85%6 /explore/get-involved/internships-jobs/ 660 2.73% 1.70 0:01:15 66.67% 72.27%8 /2012/01/screening-in-the-land-of-blood-and-honey/ 565 2.33% 1.41 0:00:56 70.97% 76.81%9 /2012/02/first-15-films-announced-for-2012-diff/ 541 2.24% 1.34 0:00:54 76.71% 82.99%
10/2012/02/first-15-titles-announced-for-2012-diff-in-official-selections/ 505 2.09% 1.34 0:00:45 79.60% 83.76%
12 /films 357 1.48% 1.05 0:00:07 70.03% 98.32%13 /call-for-entries 311 1.29% 1.69 0:00:48 57.56% 73.63%15 /2012/01/free-screening-of-kiss-me-deadly/ 196 0.81% 1.90 0:01:01 57.14% 65.82%16 /for-filmmakers/submit-your-film/ 186 0.77% 1.76 0:01:13 41.40% 69.89%17 /2011/12/we-have-great-gifts-for-film-lovers/ 153 0.63% 1.18 0:00:37 81.70% 86.93%18 /educational-programs/txu-energy-student-film-contest/ 145 0.60% 1.33 0:00:57 62.07% 84.83%21 /2012/01/dfs-high-school-roundtable-on-the-set-of-dallas/ 138 0.57% 1.52 0:01:07 55.07% 74.64%23 /2012/02/diff-2012-seeks-volunteers/ 134 0.55% 1.54 0:00:38 73.88% 75.37%
Mobile Analysis
Mobile AnalysisMobile users currently make up 15% of total traffic to the site, but on average are slightly less engaged compared to site averages.
32.32%
31.38%
31.63%
4.67%
Mobile Traffic by Medium
organicreferral(none)email
40.30%
33.88%
22.18%
3.51%
All Traffic by Medium
While similar to the overall traffic trend, 8% more Mobile users prefer direct connection to the site than using search.
Mobile Analysis
Homepage
/checko
ut/DIFF passe
s&vo
uchers
/screeningroom/
/checko
ut/id/D
FS Membersh
ips
/dalla
s-international-fi
lm-fe
stiva
l/
/exp
lore/get-i
nvolve
d/internsh
ips-jobs/
/exp
lore/about/p
ress-release
s/
/2012/0
1/screening-in
-the-la
nd-of-blood-and-honey/
/2012/0
2/first
-15-films-a
nnounced-fo
r-2012-diff/
/2012/0
2/first
-15-title
s-announce
d-for-2
012-diff-in-officia
l-selecti
ons/
/exp
lore/year-r
ound-events/
events-
calendar/
/film
s
/call-f
or-entri
es
/2011/1
2/free-sc
reeing-pick-up-on-so
uth-street/
/2012/0
1/free-sc
reening-of-kiss
-me-deadly/
/for-fi
lmmake
rs/su
bmit-yo
ur-film
/
/2011/1
2/we-have
-great-gifts-f
or-film
-love
rs/
/educa
tional-programs/t
xu-energy-s
tudent-film
-contest/
/exp
lore/contact-
us/
/2012/0
1/free-passe
s-to-th
e-woman-in
-black-scr
eening/
/2012/0
1/dfs-
high-school-r
oundtable-on-the-se
t-of-d
allas/
/2012/0
1/dfs-
programmers-pick
s-for-m
ovies-i
n-2012/
/2012/0
2/diff-2012-se
eks-vo
lunteers/
/exp
lore/about/p
ress-release
s/2012-dalla
s-international-fi
lm-fe
stiva
l-call-f
or-entri
es/
/dalla
s-international-fi
lm-fe
stiva
l/diff-2012-passe
s-and-vo
uchers/
0.0%5.0%
10.0%15.0%20.0%25.0%30.0%35.0%40.0%45.0% 42.3%
7.9% 6.9% 4.8% 3.1% 2.7% 2.5% 2.3% 2.2% 2.1% 1.6% 1.5% 1.3% 1.0% 0.8% 0.8% 0.6% 0.6% 0.6% 0.6% 0.6% 0.6% 0.6% 0.6% 0.5%
Top Landing Pages% of Total Page Views - Total Site
Over 40% of total traffic landed on the
homepage
Homepage
/checko
ut/DIFF passe
s&vo
uchers
/screeningroom/
/checko
ut/id/D
FS Membersh
ips
/exp
lore/get-i
nvolve
d/internsh
ips-jobs/
/2012/0
2/first
-15-title
s-announce
d-for-2
012-diff-in-officia
l-selecti
ons/
/exp
lore/year-r
ound-events/
events-
calendar/
/2012/0
1/screening-in
-the-la
nd-of-blood-and-honey/
/2012/0
2/first
-15-films-a
nnounced-fo
r-2012-diff/
/exp
lore/about/p
ress-release
s/
/dalla
s-international-fi
lm-fe
stiva
l/
/2012/0
2/diff-2012-se
eks-vo
lunteers/
/2012/0
1/free-sc
reening-of-kiss
-me-deadly/
/2011/1
2/free-sc
reeing-pick-up-on-so
uth-street/
/2012/0
1/free-passe
s-to-th
e-woman-in
-black-scr
eening/
/for-fi
lmmake
rs/su
bmit-yo
ur-film
/
/2012/0
1/dfs-
high-school-r
oundtable-on-the-se
t-of-d
allas/
/2012/0
1/dfs-
programmers-pick
s-for-m
ovies-i
n-2012/
/exp
lore/contact-
us/
/educa
tional-programs/t
xu-energy-s
tudent-film
-contest/
/2011/1
2/we-have
-great-gifts-f
or-film
-love
rs/
/dalla
s-international-fi
lm-fe
stiva
l/diff-2012-passe
s-and-vo
uchers/
/exp
lore/about/p
ress-release
s/2012-dalla
s-international-fi
lm-fe
stiva
l-call-f
or-entri
es/
/call-f
or-entri
es/fi
lms
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%29.2%
10.1%7.9%
6.0% 4.6% 4.1% 3.6% 3.5% 3.5% 2.6% 1.9% 1.7% 1.6% 1.5% 1.5% 1.0% 0.8% 0.8% 0.6% 0.5% 0.5% 0.5% 0.3% 0.2% 0.1%
Top Landing Pages% of Total Page Views - Mobile Traffic
Mobile Analysis
Mobile users showed slightly more
dispersion in landing pages
DIFF & Press release pages much lower
priority than total site
Mobile Analysis – Visitor Flow
Mobile visitor flow very similar to overall flow except mobile users were interested
in internships more than DIFF.
Mobile Analysis Operating System Breakdown
52.60%
22.96%
19.10%2.23% 2.12% 0.80% 0.11% 0.03% 0.03% 0.03%
% of Total Visits
iPhoneiPadAndroidBlackBerryiPodWindows PhoneSymbianOSLGESamsungWindows
Apple accounts for over 75% of total
mobile traffic
Mobile Analysis
92.31 92.07 91.68 91.45 91.51 91.54 91.52 91.51 91.59 91.48 91.51 91.39 91.29
7.69 7.93 8.32 8.55 8.49 8.46 8.48 8.49 8.41 8.52 8.49 8.61 8.71
90.41 84.58 85.14 89.00
83.32 84.18 85.07 85.69 83.32 85.47 81.20 82.48 85.55
9.59 15.42 14.86 11.00
16.68 15.82 14.93 14.31 16.68 14.53 18.80 17.52 14.45
0
10
20
30
40
50
60
70
80
90
100
Mobile vs. PC Usage by Week12/5/11 - 3/3/12
Global Desktop Global Mobile Dallasfilm.org Desktop Dallasfilm.org Mobile
Over the last 3 months, percent of mobile internet usage grew 13.2% globally , while mobile usage of Dallasfilm.org grew 50.7%.
DallasFilm.org is ahead of the global mobile curve….
* Source: http://gs.statcounter.com/#mobile_vs_desktop-ww-weekly-201149-201209
Key Takeaways
Key Takeaways Homepage is centerpiece of website; users that
land on the homepage are more likely to have higher engagement.
There is a lot of opportunity to drive traffic with Social Media.
Some minor tracking tweaks will tremendously enhance data usefulness.
Recommendations
Tracking Recommendations
Setup tracking for sub-domains to avoid overstating referral traffic.
Block internal traffic and social monitoring tools. Set up Site Search Tracking Set up Goals/Conversion
Social Shares – Tweets, Likes, Follows, etc. Membership Purchase DIFF passes Submitting/Voting for films Downloading Donation/Sponsorship forms
SEO Recommendations
Homepage extremely important; drive as much traffic as possible thru home page for higher engagement.
Constantly refresh content.
Make sure all images have updated alt tags for optimum search engine visibility.
Links from other reputable sites positively affect search rankings.
Social Media Recommendations
Continue to use Social Media to build brand awareness and drive traffic.
Use blog to drive/engage more traffic. Blog more frequently Add engaging related content
Create synergy between Youtube, Facebook, Twitter and homepage
Add link to homepage on Youtube.com channel
Embed Dallas Film Society video in Dallasfilm.org site.
Appendix
Top 10 Sites w/ Social Actions
Social Media Grader
http://marketing.grader.com/site/dallasfilm.org
Mobile Analysis
Top Mobile Keywords1. Dallas Film Festival2. Dallas Film Society3. Dallas International Film
Festival4. Dallas Film Festival 20125. Dallas International Film
Festival 2012
Top Total Traffic Keywords1. Dallas Film Society2. Dallas Film Festival3. Dallas International Film
Festival4. Dallas Film Festival 20125. Dallas International Film
Festival 2012