Visit South Walton Multi-Channel Analytics Report April 2014!
CONSUMER SITE PERFORMANCE 2
OVERALL HEALTH Stick Rate is defined as the percent of visits that last more than one page. VSW s April stick rate of 46% is comparable to the industry standard for tourism of 57% and relays that visitors are exploring content on the site. The industry standard for time spent on site was close to 8 minutes, which is significantly higher than the average 2 minutes that VSW visitors spend on the site in April. VSW site visitors view an average of 3.2 pages during their time on the site in April whereas the tourism industry standard is about 5 pages. [Source: Adobe Digital Index 2013] 100% 8:00 6 75% 6:00 4.5 50% 4:00 7:45 3 5.03 25% 46% 57% 2:00 1.5 3.24 2:08 0% 0 Stick Rate Minutes per Visit Pages per Visit (MIN:SEC) Visit South Walton Industry Average 3
OVERALL STATS UNIQUE VISITORS Since last April, there has been an 8% increase in visitors to the site and this month had one of the largest amounts of unique visitors. Although there were more visitors, they were less engaged with the site according to the increase in bounce rate and the decreases in pageviews & visit duration. 62,755 68,338 64,295 57,535 55,809 43,462 49,847 51,144 43,794 54,652 47,444 76,499 67,696 2013 vs. 2014 CHANGE +7.9% PAGEVIEWS 259,780 295,224 289,300 271,116 239,095 176,024 174,319 165,931 163,863 224,330 191,618 305,293 257,068-1.0% BOUNCE RATE 46% 44% 50% 48% 41% 44% 49% 49% 41% 47% 46% 51% 54% +16.2% AVERAGE DURATION 138.4 154.5 166.5 166.8 143.2 131.8 105.4 82.2 113.4 130.4 140.6 140.6 128.0-7.5% APR 13 MAY 13 JUN 13 JUL 13 AUG 13 SEPT 13 OCT 13 NOV 13 DEC 13 JAN 14 FEB 14 MAR 14 APR 14 4
TRAFFIC SOURCES Compared to last April, there hasn t been a significant change in VSW consumer site traffic sources, except for more people searching for the site rather than going to the site directly. Most visitors arrive at the site through paid advertising or through organic searches. APRIL 2013 APRIL 2014 REFERRALS 7% DIRECT 21% REFERRALS 9% DIRECT 13% CAMPAIGNS 40% CAMPAIGNS 40% SEARCH SEARCH 39% 32% 5
VISITOR BEHAVIOR Visitors who arrive at the site from Email and Search (Paid & Organic) provide some of the highest levels of engagements (lowest bounce rates, high pages per visit, and time spent on site). Referrals and Social traffic were very similar: higher than average bounce rates, almost 3 pages viewed, and 2 minute visits. Banner Ad visitors provide the least engaging metrics out of all traffic sources. They have high bounce rates, low pages per visit, and spend less than a minute on the site. 54% 3.23 2:08 Visits Bounce Rate Pages per Visit Average Duration Organic Search 30,627 44% 4.31 3:13 Banner Ads 20,124 85% 1.30 0:25 Direct 10,107 36% 4.08 2:36 Paid Search 6,770 53% 3.31 2:10 Referral 5,823 58% 2.63 2:32 Email 4,838 17% 3.48 2:07 Social 1,200 59% 2.70 1:47 0 20,000 40,000 0% 50% 100% 0.00 2.50 5.00 2:00 4:00 6
BANNER BREAKDOWN This is a breakdown of banner ad performance according to the content of the banner: Brand, Co-Op, and Beach Safety. Brand banners sent in almost three quarters of all banner traffic, followed by Beach Safety then Co-Op. All types of banners sent in similarly engaged visitors: all had high bounce rates exceeding or equal to 85%, none had over 1.5 pages per visit, and all had durations lower or equal to 30 seconds. SESSIONS BY BANNER TYPE Bounce Rate Pages per Visit Average Duration 16% Brand 88% 1.22 0:24 11% Co-Op 87% 1.31 0:18 72% Beach Safety 85% 1.35 0:30 Brand Co-Op Beach Safety 0% 50% 100% 0.00 1.00 2.00 0:30 1:00 7
RECOMMENDATION Goal: Increase engagement metrics (pages per visit and time spent on site) to be more in line with industry averages.! Strategy: Optimize paid media, especially banner, for increased user engagement.! Tactics: Explore different landing pages for banners based on specific creative and search terms [began implementation May 1st] Conduct A/B testing for landing pages to determine better engagement results [implemented May 1st] Take into consideration bounce rate when optimizing banner and search performance 8
GEOGRAPHY These are the top cities and metros contributing the most visits to the site. The top cities were similar to past months except that there was an increase in visits from Florida cities such as Destin, Freeport and Panama City. TOP 10 CITIES TOP 10 METROS CITY VISITS METRO VISITS New Orleans 2,681 Nashville 2,572 Atlanta 2,547 New York 2,035 Houston 1,973 Destin 1,658 Freeport 1,581 Chicago 1,354 San Antonio 733 Dallas 596 Atlanta, GA 6,671 Nashville, TN 4,516 Mobile, AL/Pensacola, FL 3,682 New York, NY 3,677 New Orleans, LA 3,534 Panama City, FL 2,950 Chicago, IL 2,905 Dallas-Ft. Worth, TX 2,418 Houston, TX 2,396 Birmingham, AL 1,313 TOP CITIES 9
TOP CONTENT This was the content that received the most pageviews during April 2014. These pages are similar to March s top content with Sweepstakes content comprising 13% of all pageviews. Visitors who viewed any Sweepstakes page stayed on the site an average of 2 minutes and looked at 3 pages during their visit. Santa Rosa Beach pages have consistently been top pages over the past 6 months and visitors who look at pages for this beach are highly engaged with the site, staying on the site over 4 minutes and looking at 7 pages during visits. Sweepstakes 33,176 Santa Rosa Beach 16,722 Where to Stay 13,529 Home 10,302 Listing 9,976 0 10,000 20,000 30,000 40,000 Pageviews 10
SWEEPSTAKES VISITOR BEHAVIOR Sweepstakes consistently experiences high visitation, so a closer look at consumer behavior is warranted. Although most visitors who visited the overview Sweepstakes page follow through the entire submittal process, over 70% exit the site after getting to the Thank You page and did not explore any other content located on the site. Of the remaining 27% of visitors who remained on the site, 11% traveled back to the Enter page and 16% went to other pages on the site. 14,000 10,500 8% next page path to other pages on site 6% next page path to other pages on site 16% next page path to other pages on site 7,000 3,500 0 12,474 66% travel from Sweeps to Enter 26% exit after Sweeps page 3,267 10,373 83% travel from Enter to Thank You 11% exit after Enter page 1,139 8,543 Sweepstakes Enter Thank You 11% travel from Thank You back to Enter 73% exit after Thank You page 6,202 Pageviews Exits 11
RECOMMENDATION Goal: Increase engagement metrics (pages per visit and time spent on site) to be more in line with industry averages.! Strategy: Capitalize on high traffic to sweepstakes page and present additional engagement opportunities.! Tactics: Remove Enter to Win from Thank You page [completed May 1] Add copy and links to content on the Sweepstakes Thank You page [completed May 1] 12
HOME PAGE CONTENT Content articles are a key component of the content marketing strategy for VSW. After seeing that little traffic arrived to these pages from sources other than the home page, links were added to the article s title on the home page. Compared to last month, average percent of visits from the home page to the featured content articles rose from 2% to 15%. The majority of visits to these content articles are still coming from entrances though, predominantly from email, Facebook referrals, and organic searches. 420 20 315 67 19 7 66 17 210 105 294 75 9 60 235 0 4 60 12 8 14 Top South Walton Recipes Sun Up to Sun Down South Walton s Artistic Styles Made in South Walton How visitors arrived at these pages: New Entrances Home Page Other Pages Tips & Trips Page 13
The What Makes Your Perfect Beach filter page received over 1,000 pageviews in April and visitors spent a little over a minute on the page. According to the heat map of the page, most visitors chose Family, Foodie Favorites, Walkable, Architecture, and Tranquil as filter criteria. After viewing this page, 43% of visitors exited and 57% traveled on to other pages on the site. The three top beach pages visitors traveled to after viewing the Perfect Beach Filter page were Miramar, Seascape, and Sandestin. PERFECT BEACH FILTER Miramar 90 46 Seascape 43 Sandestin 38 16 Beach Neigborhoods 32 Seaside 27 Santa Rosa Beach Exits 26 Watercolor Next Pages 57% 23 Where To Stay Home 18 Gulf Place 17 0 25 43% 50 75 Pageviews 100 14
RECOMMENDATION Goal: Increase engagement metrics (pages per visit and time spent on site) to be more in line with industry averages.! Strategy: Make home page content and Perfect Beach Filter more easily accessible and appealing! Tactics: Explore implementation of homepage content reorganization wireframes presented in early 2014 Hyperlink content article titles on Home Page [completed in early April for testing] Continue to drive traffic to content through successful vehicles such as email and social Implement additional ways for users to access Perfect Beach Filter from home page [approved to implement mid-may] 15
ONLINE VISITOR GUIDE Visitation to the online visitor guide was lower in April compared to previous months, however, visitors looked at more pages than they normally do (4.85 vs 3.03). MONTHLY VISITS 341 TOTAL PAGEVIEWS 5-1 1,654 AVG PAGEVIEWS PER VISIT AVG VISIT DURATION 4.85 5:02 MINUTES 16
ENEWSLETTER This month had lower than average click thru and open rates for the Sweepstakes enewsletter, but that could be because the content of this month s sweeps was for a Golf Getaway, which limits the audience. Although these rates performed below average, visit referrals from the Sweeps enewsletter is average. The Leisure enewsletter did well this month - higher than average click thru rates and open rates. Sweepstakes enewsletter Leisure enewsletter 40% 40% 30% 30% 20% 38.9% 34.1% 20% 10% 10% 18.3% 22.5% 0% Click Thru Rate 7.8% 7.4% Open Rate 0% Click Thru Rate 6.3% 7.4% Open Rate Monthly Average April Performance 17
RECOMMENDATION Goal: Surpass industry averages for email marketing open and click through rates! Strategy: Advise partners on best practices and packages for sweeps offerings! Tactics: Analyze best performing sweeps from 2013-14 to determine correlations and provide tips to sweepstakes co-op partners for maximizing their ROI 18
MOBILE APP PERFORMANCE 19
MOBILE APP USERS This bar graph represents the total amount of monthly active users (the value on top of the bar) and how many of those users were new and how many were returning. New users are represented by the orange bars and returning users are represented by the blue bars. From June 2013 - April 2014, there have been 2,366 total users who have downloaded the app. In April, there was a 17% increase in active users compared to March 2014. 800 743 640 2,366 TOTAL DOWNLOADS 634 285 480 320 160 0 293 390 409 384 391 332 339 347 353 355 175 157 98 106 132 225 315 485 248 332 341 234 234 249 247 223 159 75 91 6/13 7/13 8/13 9/13 10/13 11/13 12/13 1/14 2/14 3/14 4/14 Returning Users New Users
SOCIAL PERFORMANCE 21
SOCIAL OVERVIEW The following metrics provide a snapshot of VSW social media presence and performance in the month of April 2014. The percentage value located under each box is an indication of how much each metric changed from the previous month. Facebook received the largest amount of growth between the two months and is broken down on the following slide. TOTAL TOTAL TOTAL TOTAL MONTHLY LIKES FOLLOWERS FOLLOWERS FOLLOWERS VIEWS 55,817 7,514 1,746 1,064 3,385 +24% +2% +6% +3% +5% 22
TOTAL AUDIENCE This graph represents the total number of monthly likes the page has received over the past year. Since March 2013, total audience of the VSW Facebook page has increased significantly by 205%. This is due to the Page Likes campaign that has been running since 10/2/13 that has gained over 19,700 likes, as well as organic growth. 60,000 48,000 36,000 24,000 44,857 55,817 12,000 18,269 18,495 18,751 19,002 19,473 20,562 22,411 26,368 27,866 32,118 36,503 0 4/13 5/13 6/13 7/13 8/13 9/13 10/13 11/13 12/13 1/14 2/14 3/14 4/14 Likes 23
FAN ACTIONS Fan actions are updates from Facebook friends about their engagement with a page and includes activities such as likes, comments, mentions, and shares. The more people that engage with VSW s content will build a higher awareness of the brand and increase the chances of one of their friends discovering the Facebook page. Total fan actions for April 2014 are 211% higher than they were last year. 1,800 1,440 1,080 720 4/2 This post reached more users organically than any other post: Between the gentle rolling sounds of the Gulf waves 4/14 One post received high engagement: Come on down! Sandestin is waiting for you 4/21 There were two posts that did a great job at engaging followers: It s a beautiful day in South Walton & A day of shopping in Sandestin is good for the soul 4/26 Announcement of bringing South Walton to Iroquois Steeplechase on May 10th 4/28 Two posts that received similar engagement: Digging your toes into sugar white sand & Sandestin is home to the only marina in South Walton 22,403 TOTAL FAN ACTIONS 360 7,201 TOTAL FAN ACTIONS 0 April 2013 April 2014 24
REACH Reach is the number of unique people who received impressions of one of VSW s posts. Total reach was 34% Organic and 66% Paid during the month of April 2014. The VSW page reached triple the amount of users this month compared to last April. 75,000 60,000 4/6 Art of South Walton promoted post reached 23k users in the Gulf Coast region and the Emerging Markets Page Likes campaign reached 13.7k users in Washington, Chicago, Baltimore, St. Louis, & New York. 4/21 Emerging Markets Page Likes campaign reached 14.5k users, Steeplechase Website Clicks campaign reached 10k users, and post It s a beautiful day in South Walton reached 8k users. 4/28 Steeplechase Website Clicks campaign reached 20k users, Emerging Marketing Page Likes reached 10k, digging your toes into sugar white sand post reached 3.5k, and Sandestin Marina post reached 2.5k users. 45,000 1,149,304 TOTAL REACH 30,000 15,000 386,431 TOTAL REACH 0 April 2014 April 2013 25
TOP ORGANIC POSTS These were the top organic posts in April according to each post s total reach. The posts reaching the most Facebook users were serene pictures of beaches or user uploaded pictures from Twitter or Instagram. #1 8,564 #2 #3 users reached 8,480 users reached 8,080 users reached 26
TWITTER MENTIONS This is an analysis of South Walton s online presence in Twitter, Blogs, News, and Forums. In April 2014, there were about 1.8k mentions of South Walton or #SouthWalton and over 75% of the mentions occurred on Twitter. On 4/3 South Walton received over 100 mentions in news articles reporting on the Sandestin Wine Festival. 4/24 was the day with the largest amount of tweets that contained either South Walton or #SouthWalton. There were tweets about the Wine Festival, the golf getaway sweepstakes, and the South Walton Real Estate report for March 2014. Overall Word Cloud 1,830 Total Mentions of South Walton or #SouthWalton 4/3 4/24 Mentions by Channel 15% 2% 5% 78% Twitter Blogs News Forums 27
PAGE PERFORMANCE RATE This metric is an indication of the overall performance of a fan page. It is composed of engagement value, audience interaction, and page growth. Visit South Walton page (81%) performs significantly better than most of the competitors shown here, whose average page performance rate was 28%. 100% 80% 60% 40% 83% 81% 20% 0% 38% 31% 25% 22% 21% 11% April 2014 - Page Performance Rate 11% 7% 5% 3% Visit Hilton Head Visit South Walton South Walton Beaches Wine & Food Festival 30A Visit Pensacola The Florida Keys & Key West Amelia Island Visit Miami VISIT FLORIDA SoWal Visit Panama City Beach Florida's Emerald Coast 28
RECOMMENDATION Goal: Continue outperforming competitors in page performance by continuing to increase number of fans and engagement levels! Strategy: Optimize both paid efforts and organic messaging! Tactics: Post messaging that inspires users to travel Include landscape (sunset, beach, etc.) photos in posts 29
MEDIA PERFORMANCE 30
SEM RECAP 3.2% Using data from the past 6 months, these are the average monthly click thru rates for VSW s overall search campaign. The top performing campaigns for this fiscal year are Romantic Vacations (2.76%), Weddings (2.34%) and Family Vacations (1.65%). This month, campaigns keywords were adjusted from broad match to phrase match in order to reach more consumers searching for specific terms and phrases. In addition to this adjustment, SEM budgets were optimized based on the best performing campaigns. By doing this, the South Walton Destinations campaign s monthly average CTR was raised to 2.12% versus the previous months average CTR of 0.89%. Overall average CTR also increased this month to 2.23%, exceeding the monthly goal of 1.6%. 2.4% 1.6% CTR GOAL = 1.6% 0.8% 1.30% 1.32% 1.40% 1.46% 1.76% 2.01% 2.23% 0.0% October '13 November '13 December '13 January '14 February '14 March '14 April '14 Average Monthly Click Thru Rate (CTR) 31
BRAND ONLINE SPRING PERFORMANCE These are the total impressions, clicks, and average click thru rate for April 2014 brand online media campaigns, the first month of the Summer Campaign. MOBILE IMPRESSIONS CLICKS CTR BEST PERFORMER: YOLO 300x50 2,625,345 23,388 0.89% DESKTOP IMPRESSIONS CLICKS CTR BEST PERFORMER: APP PROMO VIDEO 2,347,710 6,509 0.28%
RECOMMENDATION Goal: Maintain traffic levels and media conversions while increasing engagement metrics (pages per visit and time spent on site) to be more in line with industry averages.! Strategy: Optimize paid media, especially banner, for increased user engagement.! Tactics: Explore different landing pages for banners based on specific creative and search terms [began implementation May 1st] Conduct A/B testing for landing pages to determine better engagement results [implemented May 1st] Take into consideration bounce rate when optimizing banner and search performance 33