EXECUTIVE SUMMARY This report provides an analysis and evaluation of the Best Places to Work 2014 project. Google Analytics was used to determine pageviews, sessions, and visitor activity. Other calculations include social media activity, top content, and visitor paths. Results of data analyzed show that overall, the project did exceptionally well. In particular, page views increased 54.7% from the Best Places to Work 2013 project, likely due to the fresh look. The report finds the our visitors are hungry for data, but they want it presented in a tasteful way. Another testament to the theory that “content is king,” this piece features video, which is fast-paced and informative. The major area of weakness was customer engagement, as the overall bounce rate was 65%. Recommendations include:
• • •
More social media engagement tactics Insightful data that keeps reader intrigued Methods to encourage users to stay on the site longer
The report also investigates the fact that the analysis conducted has limitations. Some of the limitations include: • Pageviews: possibly misleading—did the user visit lots of pages because they were interested, or because they couldn’t find what they were looking for, so they continued to click around.
WHAT WE’LL COVER TODAY • • • • • • • • •
Highlights Project performance Previous year performance How they came to the site Search performance (organic) Top landing pages (what people came back for) Social media (what medium brings users in the most) Where they went Project comparison
OBJECTIVES Objective
Owner
Measure of Success
Increase pageviews to website by Lisa 50%
Pageviews in Google Analytics
Generate at least 50% in website sales
Mark
Sales figures
Increase Twitter followers
Jo
Monthly recording via Twitter
HIGHLIGHTS •
Seems that fresh look garnered new visitors, as page views increased 54.7% when compared to 2013 (52,362 in 2013 versus 81,017 in 2014).
• • •
Site generated 50,848 page views within 2 days of launch (most views came on Monday, 4/7 with 41,461 ) !
• •
Facebook lead in social media with 2,453 page views; Twitter had 277, and LinkedIn had 120.
Social media did a lot of heavy lifting, helping bring in more site visitors, especially Facebook. Desktop led as the visitor device preference, with 6,163 users; Mobile didn’t fall far behind with 4,535 users, and 791 users viewed the pages with a tablet.
Overall bounce rate: 62.02%.
PROJECT PERFORMANCE Reporting Period: 4/5 - 5/5 Total Visitors 11,256
New Visitors 6,113
Average Time on Page
Total Pageviews 81,017
2:15
Returning Visitors 5,143
Unique Pageviews 67,535 Met objective of increasing pageviews by 50% (40,448 in 2013 in same time period)
PREVIOUS YEAR COMPARISON Sessions
Unique Pageviews
2879
40448 11072
2014
2013
67535
2013
2014
HOW THEY CAME TO THE SITE What this means: • Most people came to the microsite directly, meaning that they were already engaged on the site and clicked on the link where it was being promoted •
Google was the top referring site, sending us 1,772 visitors and 4,756 pageviews; Visitors spent at least 4 minutes on the site and viewed at least 3 pages. • This tells us that people visiting the site were interested in this piece and continued to look at other content provided on the site.
•
This also means that search traffic is increasing and can be attributed to more work on the backend with SEO efforts.
SEARCH PERFORMANCE Search Engine Google Bing Yahoo! AOL
Visits
Pages per Visit
1,822 39 31 8
Average Time 3.07 2.79 2.26 5.88
% New Visits 4:33 5:12 1:06 3:05
Visits
Google
Bing
Yahoo!
AOL
Bounce Rate 41.27% 0 0 0
47.2% 20.51% 51.61% 0
Keyword not set not provided chicago marathon 1000 w fulton market best companies best companies in chicago best companies to work for in chicago 2014 best event marketing companies to work for in chicago best places to work chicago brighton best moved into 940 enterprise
Sessions 9,573 1,713 16 8 8 8 8 8 8 8
New Sessions New Users 58.38% 5589 41.62% 713 0.00% 0 0.00% 0 100.00% 8 0.00% 0 100.00% 8 0.00% 0 100.00% 8 0.00% 0
Bounce Rate Pages/Sessions Average Session Duration 66.48% 1.88 1:36 46.58% 3.17 4:45 50.00% 1.94 4:57 0.00% 2.00 2:00 100.00% 1.00 0:00 0.00% 2.00 6:05 0.00% 2.88 3:57 100.00% 1.00 0:00 100.00% 1.00 0:00 0.00% 3.88 3:11
TOP LANDING PAGES Landing Page Centro Jellyvision McTigue Financial Group Assurance Agency LTd. Sprout Social Best Places for Career Development Plante Moran Best Places for Employee Engagement Ernst Young LLP SWC Technology Partners
Sessions 6,666 1,499 1,230 1,171 645 640 605 586 496 440
% New Sessions New Users 73.70% 4,913 53.64% 804 81.71% 1,005 80.10% 938 68.37% 441 50.62% 324 64.79% 392 34.81% 204 71.77% 356 80.23% 353
Bounce Rate Pages/Session Average Session Duration 69.47% 1.99 1:24 59.77% 2.52 1:48 71.46% 1.88 1:01 67.72% 1.98 1:09 58.29% 2.27 1:22 76.09% 1.72 1:12 60.66% 2.3 1:13 61.43% 2.28 2:20 64.72% 1.99 1:05 61.36% 2.31 2:31
SOCIAL MEDIA (TO DATE) 700 597 600 500
442
400 300 200
144
100 0 Facebook
Twitter
LinkedIn
WHERE THEY WENT Users went back and forth, reading the landing page then clicking on links to the company name; the average user initially went to the Centro article, back to the landing page, and then to the next company. A subset of the same group went to the Microsoft article from the Centro article. Both groups went to the SWC Technology article for their 3rd interaction.
PROJECT COMPARISON Best Places to Work
11,256
40 under 40 - 2013
17,336
Who's Who - 2013
770
Tech 50
4,637
20 in their 20s -2013
5,127 0
2000
4000
6000
8000
10000
Total Visits (30-day period)
12000
14000
16000
18000
20000
QUESTIONS?
