NMEDA CAP Report July 2015

Transcription

1 MONTHLY PERFORMANCE REPORT NMEDA CAP Report July 2015 SUMMARY AT-A-GLANCE Media spend for July 2015 was $2,900.17, the amount was low due to working on a new media plan and QAP ad campaign. Media spend for July 2014 was $12,245. Total website visitors were 12,058 compared to 9,262 in July Unique website traffic 8,100 vs. 6,337 last year. Organic visitors and conversions were both higher this month, up 14% and 17%, respectively. 643 Website users contacted NMEDA dealers. Stroke Association and Ability Web brought in good referral traffic. NMEDA and QAP were the top two search terms with the most clicks. 594 Social media visitors reached the site for the first time and social media users accounted for 52 more conversions this month. NMEDA had 1,863,365 social impressions vs 1.6 million last month (June 2015). Overall NMEDA had 15% increase in Facebook & Twitter impressions and 7% increase in FB users (+1,234). Wrote, SEO'd and posted blogs on Acceleration & Braking, Independence Day, Living with a SCI. Enewsletter was sent out on July 15th, most clicked on article was Finding Mobility A er a Stroke. Sent out HelpHopeLive s to NMAM database & found out that they received over 18 referrals. Sent out coupon to Local Heroes offering $1,500 off the purchase of a new or used WAV. Discovered four new vehicles were purchased due to NMAM. Provided comprehensive public relations reporting from January - July Developed new ad campaign highlighting the Quality Assurance Program and partnership marketing with National MS Society and American Stroke Association. Finalized and printed the PAC brochure. Page 1 of 35

2 Screen Shot at AM.png OVERVIEW Visits were up from Organic Search (up 14.0%), although total traffic to the NMEDA website went down due to budget and lack of advertising. Having said that, visits were up substantially compared to last July. Though total visits declined, conversions went up for the first time in four months, rising from 2,037 to 2,125 since the previous month. Meanwhile, the conversion rate rose from 16.88% to 17.62%. A conversion is currently a user that uses the dealer locator. Visits 12, % last month Bounce Rate 49.86% 3.37% last month 1,152.13% last year 16.50% last year Conversions 2, % last month Page 2 of 35

3 Monthly Visits and Conversions from All Channels Visits New Visits Conversions Dec Jan Feb Mar Apr May Jun Jul CHANNEL PERFORMANCE CHANNEL VISITS BOUNCE RATE CONVERSIONS CONVERSION RATE Organic Search 5, % 53.86% 2.97% % 15.22% 2.65% Direct 3, % 45.11% -7.58% % 22.87% 18.13% Referral 1, % 39.14% % % 15.82% 23.57% Social % 67.48% -8.00% % 13.32% 89.24% Paid Search % 50.00% -8.21% % 23.47% % Page 3 of 35

4 SEO HIGHLIGHTS Referral visitors arriving from outside links brought 43 more conversions this month, an increase of 16.3%. Referral conversions have now risen in two of the last three months, overall. Organic visits and conversions were both higher this month, up 14.0% and 17.0%, respectively. Google drove 4,923 visits, a growth of 16.6% over the prior month, and accounted for 88.6% of total Search traffic. The next biggest search engine was Bing, which drove 285 visits (5.1% of the total). 594 Social visitors reached the site for the first time, a gain of 3.8% from the prior month. 643 Users contacted dealers via the dealer locator for the month. REFERRAL Monthly Visits and Conversions from Referrals Visits Conversions Dec Jan Feb Mar Apr May Jun Jul Visitors arriving from outside links brought 43 more conversions this month, an increase of 16.3%. Referral conversions have now risen in two of the last three months, overall. The strongest sources of Referral traffic were chryslerautomobility.com, mobilityawarenessmonth.com, bing.com, gmmobility.com, and bdindependence.com. Those sites drive large numbers of visitors that are likely to convert. Among all new sources in July, the four that sent the most Referral traffic were coder.targetednews.com, covideo.com, strokeassociation.org, and tms.abilityweb.net. Page 4 of 35

5 TOP REFERRAL SOURCE REFERRAL SOURCES VISITS BOUNCE RATE CONVERSIONS CONVERSION RATE chryslerautomobility.com % 15.34% 6.63% % 19.02% 54.26% mobilityawarenessmonth. com % 42.55% % % 11.35% % bing.com % % prnewswire.com % 80.68% -1.39% % resna.org % 53.01% % % 0.00% % ORGANIC SEARCH Monthly Visits and Conversions from Organic Search Visits Conversions Dec Jan Feb Mar Apr May Jun Jul Visits and conversions were both higher this month, up 14.0% and 17.0%, respectively. Page 5 of 35

6 Other than the Home Page, the strongest pages for Search conversions were /locate-dealer/, /members/qap-compliance/about-qap-program-rules-guidelines/, /category/handicapaccessible-vehicles/, /how-to-afford-a-used-wheelchair-accessible-vehicle/, and /how-to-buy/. Visitors arriving to these pages are finding what they're looking for, and they're being guided toward conversion goals. There was a nice balance of visits between the Home Page and all of the other landing pages. In general, searchers landing on the Home Page are searching for your brand, while other pages usually bring in visitors searching for non-brand terms. Also, a higher percentage of visitors landed on pages other than the Home Page the prior month. The pages that brought in the most first-time Search visitors were the Home Page, /locatedealer/, and /members/qap-compliance/about-qap-program-rules-guidelines/. 36% of your Search visits were on a mobile device or tablet in July, up a bit from 34% June. Google drove 4,923 visits, a growth of 16.6% over the prior month, and accounted for 88.6% of total Search traffic. The next biggest search engine was Bing, which drove 285 visits (5.1% of the total). Search Terms with Most Clicks Page 6 of 35

7 TOP ORGANIC SEARCH LANDING PAGE LANDING PAGES VISITS BOUNCE RATE CONVERSIONS CONVERSION RATE the Home Page 1, % 32.48% 10.72% % 8.06% % /locate-dealer/ % 41.61% -8.61% % % 0.00% /members/qap-compliance/about-qa p-program-rules-guidelines/ % 85.06% 5.47% % 5.17% 92.41% /category/handicap-accessible-vehicl es/ % 46.36% -2.74% % 7.28% % /how-to-afford-a-used-wheelchair-acc essible-vehicle/ % 66.18% % % 6.62% 98.53% OVERALL TRAFFIC FOR JULY 2015 PAID SEARCH Visitors arriving via Paid Search brought 160 fewer conversions this month, a decline of 55%. Page 7 of 35

8 Among all keywords targeted by Paid Search ads, the three that were most likely to drive conversions were: "nmeda," "nmeda dealers," and "vehicle for wheelchair." 26.5% of your Paid Search visits were on a mobile device in July, up from 22.1% during the previous month. TOP PAID SEARCH KEYWORD KEYWORDS VISITS BOUNCE RATE CONVERSIONS CONVERSION RATE nmeda % 22.29% % % 47.13% % disability aids % 0 No Change 0.00% No Change nmeda dealers % 31.25% 22.60% % 46.88% % wheelchairs accessible vehicles % 56.67% -2.86% % 10.00% % wheelchair access ramps % 84.62% % 0 No Change 0.00% No Change SOCIAL Monthly Visits and Conversions from Social Networks Facebook 68.1% Pinterest 14.6% Twitter 10.4% Tumblr 1.7% BuzzFeed 1.5% Other 3.7% Social users accounted for 52 more conversions this month, an increase of 2X. Conversions were driven higher by an increase in both traffic volume and quality. The conversion rate came up from 16.9% to 17.6%. Page 8 of 35

9 The most effective sources of Social traffic were Facebook and Pinterest. They're both driving large numbers of visitors that are likely to convert, so it's a good idea to maintain a regular schedule of activity there. The pages /mobily-a er-a-stroke/ and /locate-dealer/ received surges of traffic. /mobily-a er-astroke/ brought in 154 visits, a er not bringing any last month. 594 Social visitors reached the site for the first time, a gain of 3.8% from the prior month. TOP SOCIAL NETWORK SOCIAL NETWORKS VISITS BOUNCE RATE CONVERSIONS CONVERSION RATE Facebook % 63.35% % % 8.65% % Pinterest % 75.44% -0.23% % 47.37% 38.72% Twitter % 80.25% 7.33% % 0.00% % Tumblr % 92.31% 1.54% 0 No Change 0.00% No Change BuzzFeed % 83.33% % 0 No Change 0.00% No Change TOTAL SOCIAL MEDIA ENGAGEMENT The following metrics showcase the engagement reporting for the month of July. The 'Big Wins' showcase our month-over-month performance in relation to goals and key performance indicators agreed upon by evok and the NMEDA team. Big Win: 15% increase in impressions across Facebook and Twitter Page 9 of 35

10 Total Social Media Engagement FACEBOOK MARKETPLACE ADVERTISING Total Marketplace Advertising Spend: $400 Impressions: 24,331 CTR: 4.02% (Average CTR for Sponsored Page Like Story is 0.30% and the average CTR for Automotive is 0.297%) CPC: 41 cents (Average CPC for auto/vehicle sector is 66 cents) Clicks: 978 New Page Likes: ,359 people like us to date. Is that a strong number comparatively speaking? For the number of dollars we're spending? The amount of time we've been online? Yes because: - All targeted individuals have listed Disabled sports, Motorized wheelchair, Muscular Dystrophy Canada, Iraq and Afghanistan Veterans of America, Disability.gov, Wounded Warrior Project, Disability, Caregiver AARP The Magazine, new mobility magazine, Vietnam Veterans of America, Braunability, New Mobility, Christopher and Dana Reeve Foundation, Spinal cord injury as personal interests, making them all highly qualified brand leads. - These 831 likes are just from the Facebook Ad campaign itself, which doesn't include all additional organic growth. - Ad targeting is becoming more specific due to changes in the platform that ensure ads are only being shown to users most likely to click and most likely to engage with your brand. Big Wins: 48% increase in CTR 1254% higher CTR over Automotive industry average Lowered CPC by 9% Page 10 of 35

11 38% lower CPC under Automotive industry average 10% increase in ad clicks 19% increase in new page likes 85% conversion rate of ad clicks to new page likes Best Performing Ad FACEBOOK ENGAGEMENT Big Wins: 7% increase in Facebook impressions 8% increase in Facebook users 27% increase in viral impressions on Facebook 28% increase in page post impressions on Facebook Page 11 of 35

12 Facebook Growth and Page Impressions Facebook Demographics Page 12 of 35

13 Facebook Sharing Stats Facebook Content Breakdown TWITTER ENGAGEMENT Big Wins: 11% increase in impressions on Twitter 13% increase in retweets Page 13 of 35

14 Page 14 of 35

15 PINTEREST ENGAGEMENT Followers: 1.1k Pins: 1.5k Likes: 43 Big Win: 11% increase in average daily viewers Pinterest Daily Averages Page 15 of 35

16 Pinterest Monthly Averages TUMBLR Page 16 of 35

17 GOOGLE+ Local and National Google+ Pages Page 17 of 35

18 Insights for National Page Page 18 of 35

19 Insights for Local Page Page 19 of 35

20 JULY CAMPAIGN The NMEDA July newsletter focused on finding mobility a er a stroke, posing for photos in a wheelchair, and five tips for caregivers. The newsletter was sent on Wednesday, July 15th at 2:19pm. The July newsletter performed better than the June newsletter, with open and click rates returning to more normal levels. The number of organic subscriptions remains high, and bounce and unsubscribe rates are remaining low. Last month, a more descriptive subject line was tested. The resulting numbers were lower than average, so this month, the newsletter subject was changed back to the standard format: NMEDA enewsletter July Numbers have risen again, so this style of subject line will continue to be used in the future. The areas that saw the most click traffic included the featured article Finding Mobility A er a Stroke with 32% of total clicks; Photography Tips: How to Pose in a Wheelchair with 27% of total clicks; and Five helpful tips for those who care for their loved ones with 19% of total clicks. The NMEDA website, dealer locator, and NMEDA Facebook page were the next highest in click traffic. Big Wins and Key Insights Open and click rates are on the low end of average, but have risen since last month. The return to the original subject line format mirrors the improvement in open and click rates. The rise in organic subscriptions following the launch of the NMEDA website has continued. Unsubscribe and bounce rates remain low. Subscribers are visiting NMEDA s social network pages from the links within the newsletter. One subscriber shared this newsletter on Facebook. Page 20 of 35

21 Month By Month Comparison: Newsletter Month By Month Comparison: Subscriber List Page 21 of 35

22 July Campaign Insights Page 22 of 35

23 HELPHOPELIVE PARTNERSHIP CAMPAIGN This was sent out to the participants of the 2015 Local Heroes Contest to inform them of the partnership between NMEDA and HelpHOPELive. The subject line was Fundraising for a wheelchair accessible vehicle. It was sent on Monday, July 6th at 2pm. The first saw a good response. By Thursday at 2pm, 48.6% recipients had opened the . At this point a second was sent to the remaining recipients who had not yet opened the first . This reminder used the subject line Get on the road to independence with NMEDA and HelpHOPELive. The rest of the content of the remained the same. It had a 12.3% open rate. The majority of click traffic went to the HelpHOPELive How it Works webpage (79% of total clicks in the first , and 64% of total clicks in the second ). Some click traffic also went to the NMEDA home page and NMEDA contact page. Overall these s were a success, reaching a majority of the participants of the 2015 Local Heroes Contest. The open rates were very high, with a rate of 48.6% in the first and 14.3% in the second . Click through rates were also high, with 14.3% in the first and 3.4% in the second . The reminder campaign successfully reached 58 additional participants who had not yet opened the first . Page 23 of 35

24 HelpHOPELive Notification: Page 24 of 35

25 HelpHOPELive Reminder Page 25 of 35

26 SPECIAL OFFER NEWSLETTER This was sent out to the participants of the 2015 Local Heroes contest to inform them of a special offer from NMEDA. The subject line was A special offer from NMEDA dealers. It was sent on Monday, July 27th at 2:44pm. The saw a good response. Within one week, 272 recipients had opened the , and 40 recipients clicked a link within the . The majority of click traffic went to the NMEDA dealer locator (88% of total clicks). The remaining clicks went to the NMEDA homepage (13% of total clicks). Big Wins and Key Insights Overall these s were a success, reaching many of the participants of the 2015 Local Heroes Contest. The open rate was high, with a rate of 31.0%. Click through rates were also good, with 4.6%. The percentage of clicks per unique opens was 14.7%. The bounce and unsubscribe rates were low. Screen Shot at PM.png Page 26 of 35

27 Special Offer Insights Page 27 of 35

28 GOALS Conversions Assists Direct Organic Referral Paid Social Conversions are only credited to the most recent channel that brought in the visitor, even if they made multiple trips to the site before they converted. Assisted conversions give a credit to each channel that brought in that user before they ultimately converted. The month's increase in conversions was spurred by "Locate a Dealer", which got 88 more conversions than last month. With 524 total conversions, the week of Jun 29-Jul 5 was the strongest week of the month. 643 users contacted dealers via the dealer locator for the month. Page 28 of 35

29 Top Dealer Websites Clicked Page 29 of 35

30 Top Dealer Locator Searches Page 30 of 35

31 Dealers Contacted Via Webform Page 31 of 35

32 Dealers Called from Dealer Locator Page 32 of 35

33 Dealer Direction Clicked from Dealer Locator GOAL BREAKDOWN GOAL CONVERSIONS CONVERSION RATE Locate a Dealer 2, % 17.62% 4.42% Page 33 of 35

34 DEMOGRAPHICS Mobile Visits as a Percentage of Total Visits 50% 40% 30% 20% 10% 0% Aug 14 Sep 14 Oct 14 Nov 14 Dec 14 Jan 15 Feb 15 Mar 15 Apr 15 May 15 Jun 15 Jul 15 About a third of the site's visitors were on mobile devices this past month. They completed a goal 16.7% of the time, a bit weaker than the site's desktop users (18.1%). The mobile conversion rate represents a bit of an improvement from the site's six-month trailing average of 15.0%. Visitors reaching the site for the first time converted 3.4% more than they did during June, and accounted for roughly 60% of the site's conversions. The top states that sent traffic to the site were Florida (with 9.3% of visits), California (8.5%), and Illinois (6.6%). Page 34 of 35

35 GEOGRAPHIC BREAKDOWN REGION VISITS BOUNCE RATE CONVERSIONS CONVERSION RATE Florida 1, % 42.79% -0.75% % 15.75% % California 1, % 50.00% -5.13% % 18.35% -7.72% Illinois % 42.15% -1.65% % 33.29% -1.88% Texas % 51.73% -0.09% % 13.87% % New York % 53.22% -8.21% % 16.27% 14.83% Page 35 of 35