WEBSITE ANALYTICS REPORT - FEBRUARY

Transcription

1 WEBSITE ANALYTICS REPORT - FEBRUARY 2017

2 FEBRUARY 2016 vs. FEBRUARY 2017: WEBSITE OVERVIEW EIN Presswire Article + Yosemite Newsletter Daily Sessions - Feb Daily Sessions - Feb LA Times Essential California LeadMe Media Transition Feb. 1 Feb. 15 Feb. 28 TOTAL SESSIONS SESSION % CHANGE BOUNCE RATE 10, % 2.78% Avg. sessions/day: 376 1,524 sessions in 2016 vs. 10,523 in % in 2016 vs. 61% in 2017 GENERAL WEBSITE KPI S AVERAGE SESSION DURATION ORGANIC SEARCH SESSIONS February demonstrated significant growth in Santa Maria Valley s digital presence, with a 590% traffic increase over last year and a 58% increase versus January. Performance improved over prior months by nearly every measurable metric. This growth is a product of both seasonality and efficiency gains in our advertising and marketing efforts. The website s overall conversion rate improved from 7.2% in January to 14.8% in February, a 106% jump. More important than the rate, raw conversions grew by 223%. Getaway entries increased by 478%, clicks to partnering hotel websites increased by 22%, and clicks to attraction partners also increased by 18%. February s traffic spikes came from the EIN Presswire article, campaigns, the LA Time s Essential California, and paid Facebook campaigns at the end of the month. OUTBOUND CLICKS TO HOTELS + ATTRACTIONS % 1m46s in 2016 vs. 1m27s in 2017 OVERALL TRAFFIC SOURCES Referral 2016 $ * Organic Social Paid * Organic Direct Organic Direct Direct Referral 353% 431 in 2016 vs. 1,953 in 2017 SESSIONS BY LOCATION 53% 25% TOP 10 CITIES SESSIONS Los Angeles 1,712 (+1,026%) Santa Maria 805 (+315%) San Francisco 519 (795%) Santa Clarita 266 (+6,550%) San Diego 245 (+600%) Lancaster 243 (+12,050%) Bakersfield 214 (+1,238%) Palmdale 182 (+4,450%) Orcutt 171 (+613%) 3.11% of all visitors click to a hotel/attraction 2017 San Jose 167 (+1,185%)

3 Hotels, Attractions, Popular Events, & Demographics FEBRUARY 2017

4 FEBRUARY 2017: HOTELS, ATTRACTIONS & EVENTS Outbound Hotel Clicks The Historic Santa Maria Inn Fairfield Inn & Suites - Marriott Motel 6 Candlewood Suites Radisson Best Western Quality Inn Hotel Solaire Inn & Suites Days Inn Town & Country Inn UNIQUE OUTBOUND HOTEL CLICKS UNIQUE OUTBOUND ATTRACTIONS CLICKS ENTRIES , % of all visits 2.16% of all visits 11.7% of all visitors HOTEL, ATTRACTION & EVENT KPI S TOTAL CONVERSIONS TOTAL CONVERSION RATE There were 1,557 conversions in February, up from 482 in January a 223% increase. Clicks to hotel partners, attraction websites, and Getaway entries all increased dramatically, There were also 36 newsletter subscriptions and 3 Send us your Story submissions totaling to 1,229 entries for the month. 1, % Avg. 56/day 1,557 total conversions TOP 10 ATTRACTIONS PAGEVIEWS OUTBOUND HOTEL CLICKS BY LOCATION The website s conversion rate more than doubled in February, with 14.8% of all visitors performing at least one of the above actions. The increase in outbound hotel clicks came from all sources, with gains from organic search visits, AdWords visits, campaigns, and Facebook visitors. Outbound hotel clicks came primarily from visitors located in Los Angeles, San Francisco, San Jose, and Anaheim. Top hotels included The Historic Santa Maria Inn, the Fairfield Inn & Suites, Motel 6, Candlewood Suites, and the Radisson. While February showed notable gains in generating more potential guests for partnering hotels, we will be placing a greater emphasis on lodging in some digital advertising campaigns in the coming months, as well as continued efforts from organic search. With the efficiency gains we ve had since mid- February, we don t expect this will have a negative impact on any other goals. The Hitching Post 74 Twitchell Reservoir 61 Jocko s 58 Shaw s famous Steakhouse 53 Historic Santa Maria Inn - Garden Room 35 Woody s Butcher Block 34 Far Western Tavern 29 Rancho Sisquoc Winery 27 Santa Maria Farmers Markets 26 Nojoqui Falls Park 24 53% TOP CITIES CLICKS Los Angeles, CA 19 San Francisco, CA 6 San Jose, CA 6 Anaheim, CA 3 Bakersfield, CA 2 Fresno, CA 2 Porterville, CA 2 Santa Ana, CA 2 Santa Clarita, CA 2

5 FEBRUARY 2017: DEMOGRAPHICS, CONTENT, & REFERRAL TRAFFIC REFERRAL SESSION % CHANGE MOBILE SESSION % CHANGE TABLET SESSION % CHANGE 272% 1,208% 413% 963 in 2016 vs. 3,585 in in 2016 vs. 5,705 in in 2016 vs. 883 in 2017 TOP PAGES BY PAGEVIEWS % MALE TRAFFIC % FEMALE TRAFFIC PAGE Getaway 4,944 PAGEVIEWS 45.23% 54.77% 3,075 visits from men 3,724 visits from women Homepage 3,712 TOP 10 SITE REFERRALS SESSIONS GENDER TRAFFIC BY SESSIONS Things To Do 1,501 Getaway Confirmation 1,284 Events 1,033 einpresswire.com 1,367 Facebook 1,272 santamaria.com 374 cityofsantamaria.org 191 3,724 3,075 Wine Country 619 Hotels & Motels 578 Attractions 555 The Scoop on Santa Maria Pinquito Beans 463 Plan Your Trip 442 littlethings.com 57 santamariawines.com 57 westcoastkustoms.com 19 gofwest.org 11 dadcooksdinner.com 9 centralcoast-tourism.com 8 AGE DEMOGRAPHIC BY SESSIONS , , , ,

6 Organic Search & Facebook Performance FEBRUARY 2017

7 FEBRUARY 2017: ORGANIC SEARCH Google Ranking Improvement KEYWORD GOOGLE RANK IMPROVEMENT SINCE LAUNCH Pinquito Beans #1 99 Santa Maria Barbecue #3 98 Santa Maria Style BBQ #8 93 Santa Maria Valley Hotels #10 90 Santa Maria California #13 88 Santa Maria Attractions #5 56 Santa Maria Varietals #1 19 Santa Maria #5 18 Things to Do in Santa Maria #5 15 What to Do in Santa Maria #4 14 Santa Maria Valley #5 2 ORGANIC SEARCH VISITS ORGANIC TRAFFIC % CHANGE ORGANIC HOTEL CONVERSION RATE 1, % 1.1% Average search visits per day: average search visits per day 21 outbound hotel clicks from organic ORGANIC SEARCH KPI S ORGANIC ATTRACTION CONVERSION RATE ORGANIC GETAWAY CONVERSION RATE February s organic search increased by 353% over last year, and was also up 30% over January. Organic visitors coming from Los Angeles increased by 293%, and 464% in San Francisco. The most popular search term is still Santa Maria, serving 24,002 impressions in Google s search results. 4.5% 0.56% 87 outbound attraction clicks from organic 11 getaway entries from organic search TOP SEARCH IMPRESSIONS IMPRESSIONS ORGANIC SESSIONS BY LOCATION The conversion rate for organic visitors clicking on partnering hotel websites jumped from 0.53% to 1.1%. The raw number of organic outbound clicks jumped from 8 in January to 21 in February a 163% increase. santa maria 24,002 twitchell reservoir % 25% The website was seen 82,110 times in Google s search results in February, up 19% over last month. AVERAGE SESSION DURATION 41% 1m20s in 2016 vs. 1m52s in 2017 BOUNCE RATE 28% 70% in 2016 vs. 50% in 2017 santa maria bbq 967 santamaria 803 things to do in santa maria 785 santa maria valley 701 pinquito beans 681 santa maria grill 643 things to do in santa maria ca 519 santa maria style bbq 455 TOP 10 CITIES SESSIONS (YOY) Santa Maria, CA 182 (+117%) Los Angeles, CA 120 (+293%) San Francisco, CA 124 (+464%) Orcutt, CA 52 (+333%) San Diego, CA 43 (+291%) Santa Barbara, CA 26 (+189%) Sacramento, CA 23 (+1,050%) San Jose, CA 21 (+2,000%) Lompoc, CA 20 (0%) Arroyo Grande, CA 18 (+350%)

8 FEBRUARY 2017: FACEBOOK PERFORMANCE Daily Reach (Impressions) Daily Engaged Users 12, , , , Feb. 1 Feb. 15 Feb. 28 FACEBOOK PAGE LIKES SINCE FEB. 1 PEOPLE REACHED ENGAGED USERS ,438 3,562 total page likes on Feb. 28: 3,656 Avg. 5,480/day 2.32% engagement rate ANALYSIS Santa Maria Valley s Facebook page reached 153,438 people in February, resulting in 3,562 engaged users a 129% increase over last month. The page tacked on an additional 80 likes in February, bringing the overall page likes up to 3,656. The growth wasn t quite as high as months prior as the Likes campaign wasn t running. A third of the month s Facebook traffic was organic, and the remaining 66% was paid, resulting in 1,272 total website visits coming from Facebook, up from 295 in January. VIDEO VIEWS 20,230 from paid campaigns FACEBOOK GETAWAY CONVERSION RATE WEBSITE VISITS FROM FACEBOOK 1,272 33% organic & 67% paid 9.7% 40s AVG. SESSION DURATION ON WEBSITE 53% 25% 123 Getaway Entries from Facebook vs 1m22s from all traffic sources Of the 1,190 total getaway entries received in February, 123 of them came from Facebook, with a 10% conversion rate. TOP FEB. FACEBOOK POSTS BY CLICKS POST REACH REACTIONS/ COMMENTS/ SHARES POST CLICKS For those of us having our own Mardi Gras celebrations at home this Fat Tuesday, we asked our friends at Presqui ile about the best wine to pair with southern cuisine. (Boosted) 2, We can t think of a better way to kick off a three-day weekend than celebrating National Drink Wine Day! What s your favorite our these days? We d love to hear Winemaker Clarissa Nagy of Nagy Wines and cnagy wine tasting makes a beautiful Pinot Noir as well as a great mention on this week s episode of the Weekly Wine Show! This Week s episode dives into Central Coast, including Santa Maria Valley, with our unique geography, chilly climate and delicious Pinot

9 Getaway Entries & Newsletters FEBRUARY 2017

10 FEBRUARY 2017: GETAWAY ENTRIES Getaway Entries by Location Los Angeles San Diego San Francisco Santa Clarita Lancaster Bakersfield Sacramento Anaheim Santa Barbara Santa Maria MONTHLY GETAWAY ENTRIES GETAWAY CONVERSION RATE LIFETIME GETAWAY ENTRIES 1, % 1,700 Avg. 43 getaway entries/day with February Newsletter to Yosemite at 56% Avg. 378 entries/month GETAWAY ENTRY KPI S GETAWAY % BY FEMALE ENTRY g TOTAL CONVERSION RATE As a result of heavily targeted efforts, February s Getaway entires increased by 478% over January, bringing in 1,190 unique submissions. 70% of all Getaway entries came in February. Getaway entries from visitors located in Santa Maria only accounted for 1.3% of all entries, with the majority coming from people in Los Angeles, San Diego, San Francisco, Santa Clarita, and Lancaster. 59% of getaway entries were women, and people aged and 65+ had by far the highest likelihood of filling out entering the contest. The majority of entries came from the LA Times Essential California campaign, the LeadMe , February s Yosemite newsletter, Facebook, and Google AdWords. February s monthly newsletter to Yosemite leads had the highest conversion rate 56% of people who made it to the landing page ended up entering the contest. Getaway entries from Google AdWords increased by 188% over January, with high conversion rates from people searching phrases like romantic getaways in california, and economical weekend getaways in california. 59% 702 entries GETAWAY % BY MALE ENTRY 41% 488 entries GETAWAY ENTRIES BY TRAFFIC SOURCE / CAMPAIGN TRAFFIC SOURCE / CAMPAIGN AGE RANGE GETAWAY ENTRIES % % % GETAWAY CONV. RATE % 53% % 25% % SESSIONS GETAWAY ENTRIES GETAWAY CONVERSION RATE Essential California - LA Times % LeadMe % February Newsletter - Yosemite % Facebook 1, % Google AdWords - Getaway Campaigns 1, % Pandora Advertisements % Direct %

11 FEBRUARY 2017: CAMPAIGNS KPI S Newsletter subscribers increased dramatically - by 789% - in February, mainly due to the promotion with Yosemite. Despite the fact that the vast majority of our newsletter subscribers have come from that promotion or the Getaway giveaway promotion, the overall unsubscribe rate is much lower than expected. The Yosemite partnership brought in nearly 8,400 new subscribers in February, of which only 500 unsubscribed after receiving their first newsletter. As expected, the click-through rate for non-yosemite subscribers is significantly lower than for other subscribers. The overall click through rate for the February newsletter was 3.33%, well above the travel industry benchmark of 2.17%. The Yosemite partnership has proven to be an excellent asset for building our newsletter subscriber list. This type of dramatic growth will not occur on a regular basis without such partnerships and promotions. SUBSCRIBERS OPENS CLICKS 9,628 1, up 789% over January (1,083) up 500% over January (319) up 317% over January (77) MONTHLY NEWSLETTER SUBSCRIBER LIST RECIPIENTS OPENED OPEN RATE CLICKED CTR BOUNCED BOUNCE RATE UNSUBSCRIBE UNSUBSCRIBE RATE Monthly Newsletter 1, % % % % 53% 25% Yosemite Leads 8,393 1, % % % %

12 Paid Digital Media FEBRUARY 2017

13 FEBRUARY 2017: PAID DIGITAL MEDIA PAID DIGITAL KPI S February resulted in 8,467 clicks across all media channels, including Google, Facebook, Instagram, Sojern, TripAdvisor, Pandora, YouTube, and the LeadMe , with an average cost-per-click of $3.89. The cost-per-click is up 36% over January purely as a result of increased costs from both Sojern and TripAdvisor. 2,196,608 impressions were served across all paid channels, with the majority coming from Pandora, Sojern, Facebook & Instagram, and TripAdvisor. In terms of driving Getaway entries, Facebook and Google search campaigns had the biggest impact. CLICKS AVERAGE COST-PER-CLICK IMPRESSIONS 8,467 $3.89 2,196,608 vs. 9,542 in January vs. $2.86 in January vs. 2,801,606 in January PAID DIGITAL CAMPAIGNS CHANNEL IMPRESSIONS CLICKS CTR AVG. CPC SPENT Google (Search) 38,460 1, % $3.32 $ Remarketing 100, % $3.67 $ Facebook/Instagram (Static) 146,508 2, % $0.61 $ Sojern 373, % $12.11 $ TripAdvisor 87, % $17.70 $ Pandora 836,011 1, % $5.90 $ PAID VIDEO CAMPAIGNS CHANNEL IMPRESSIONS CLICKS CTR AVG. CPC AVG. CPM VIEWS AVG. CPV SPENT YouTube 96, % $0.06 $ ,865 $0.08 $ Facebook/ Instagram 23, % $0.28 $ ,794 $0.02 $ Pandora 94, % $3.79 $ ,956 $0.02 $ Sojern 148, % $24.63 $ ,597 $0.02 $ PAID CAMPAIGNS CHANNEL SENDS OPENS OPEN RATE CLICKS CTR AVG. CPC SPENT LeadMe 250,000 3, % % $8.54 $

14 FEBRUARY 2017: PAID TRAFFIC ON-SITE BEHAVIOR EIN Presswire Article + Yosemite Newsletter Daily Paid Sessions - Feb Daily Paid Sessions - Jan LA Times Essential California LeadMe Media Transition Feb. 1 Feb. 15 Feb. 28 Jan. 31 PAID SESSIONS % TRAFFIC CHANGE VS. LAST MONTH BOUNCE RATE 6, % 5.37% Average sessions per day: average paid sessions per day 69.56% in Feb. vs % in Jan. PAID DIGITAL BEHAVIOR KPI S AVG. SESSION DURATION AVG. PAGES PER SESSION February yielded 6,045 paid visits from our combined media efforts, up 85% over January. More important than raw traffic, getaway entries from paid digital media jumped 704% versus last month, with 796 submissions in February and 99 in January. Paid visitors were also much more engaged in February, spending 51% longer browsing the site, at just over a minute per session % 5.24% 1m01s in Feb. vs. 0m40s in Jan pages in Feb. vs pages in Jan. TOP PAGES PAGEVIEWS PAID SESSIONS BY LOCATION The top page for digital media visits was the Getaway landing page which was intentional and resulted in the dramatic increase in entries relative to any prior month since launching Santa Maria Valley s new brand and website. Paid traffic from Los Angeles saw the biggest increase, followed by San Francisco. The traffic coming from Santa Maria came from two sources: EIN Presswire, a press release website, and Pandora. Both issues have been corrected. Overall, February was by far the best month for paid website performance in terms of both overall traffic and traffic quality. Getaway Giveaway 3,863 Homepage 2,091 Getaway Thanks for Entering 963 Things to Do 594 Wine Country 422 Hotels & Motels 280 Events 220 Attractions 187 Wineries % TOP 10 CITIES SESSIONS (MOM) Los Angeles 1,269 (+91%) Santa Maria 356 (+339%) San Francisco 310 (+174%) Santa Clarita 215 (-28%) Eat and Drink 72 Lancaster 206 (-23%)

15 Public Relations FEBRUARY 2017

16 FEBRUARY 2017: PUBLIC RELATIONS RECAP Content Development Birdwatching Daily Hot Spots Matador Networks Barbecue Bible Naturipe Anniversary; Berries Content Touring and Tasting Magazine Strawberry Festival Rodeo Wine Trolley Wins Travel Channel Bizarre Foods with Andrew Zimmern, Expected Airdate March 7th Highway 101 Episode OrganicAuthority.com Weekly Wine Show PrideWire Fred Swan Wine Blogger and Educator Yosemite National Park Journal CCTC Blog Post In the Works VisitCA FAM Week of March 20 International Travel Food and Wine Writers Association FAM April 2 Elite Magazine FAM - Spring 2 Travel Dads FAM early June Thrillist FAM Wine-N-Friends Content Barbecue Industry Content Additional FAM Opportunities

17 T MD Travel & Financial Report DECEMBER 2016 & JANUARY 2017

18 JANUARY 2017: ADR & REVPAR YEAR-OVER-YEAR 120 RevPAR 2017 RevPAR SB County+ California SLO County South SLO+ SLO County North Santa Barbara+ Santa Maria Valley+ JANUARY ADR JANUARY OCC JANUARY REVPAR $ % $40.25 vs. $84.11 in January 2016 vs. 52.1% in January 2016 vs. $43.83 in January 2016 YEAR-OVER-YEAR ADR % CHANGE YEAR-OVER-YEAR OCC % CHANGE YEAR-OVER-YEAR REVPAR CHANGE 3% 6.5% 8.2% $84.11 in 2016 vs. $82.66 in % in 2016 vs. 52.1% in 2017 $40.25 in 2016 vs. $43.83 in 2017 DECEMBER 2016: CITY REVENUE FROM HOTEL BOOKINGS $500,000 Monthly Revenue Monthly Revenue $375,000 $250,000 $125,000 January February March April May June July August September October November December DECEMBER 2016 REVENUE YEAR-OVER-OVER REVENUE % CHANGE MONTH-OVER-MONTH REVENUE CHANGE $258, % 28.71% vs. $251,121 in 2015 $251,121 in 2015 vs. $258,397in 2016 $200,757 in Nov. vs. $258,397 in Dec.

19 JANUARY 2017: ADR & REVPAR MONTH-OVER-MONTH 130 RevPAR Jan. RevPAR Dec SB County+ California SLO County South SLO+ SLO County North Santa Barbara+ Santa Maria Valley+ JANUARY ADR JANUARY OCC JANUARY REVPAR $ % $40.25 vs. $85.45 in December 2016 vs. 50.6% in December 2016 vs. $43.27in December 2016 MONTH-OVER-MONTH ADR % CHANGE MONTH-OVER-MONTH OCC % CHANGE MONTH-OVER-MONTH REVPAR CHANGE 3% 4% 7% $85.45 in Dec. vs. $82.66 in Jan. 50.6% in Dec. vs. 48.7% in Jan. $43.27 in Dec. vs. $40.25 in Jan.