Over the last year, our client’s website has accumulated almost 36.000 session with 163.285 page views from 23.670 users. The average pages per session are around 4.5 and two thirds are new visitors.
The bounce rate is incredibly low with 8.54%. A result like this is barely achieved by any commercial website (A good bounce rate for a company’s website would be around 30%).
The most visitors in one day was on 20 February 2017 with 253 hits to the site.
This is giving us a good overview generally and a base to compare the data over the period of the campaign to.
Additionally we looked at the period of the campaign in the previous year:
We can see the average session duration is unchanged between the annual statistics and the one-month – It is sitting at 23 seconds. Considering we are dealing with a content-heavy website it is astonishingly low.
It seems that the four week duration we picked did not perform too well last year. Only 2088 sessions and 1395 users browsed the website. The pages per session were lower than the annual average as well.
In regards to the user distribution between new and returning, we are close to the annual average: 60.68% new users.
The peak visits were on 9 May 2016 with 134 visitors.
In regards to the acquisition, we can see that over the past year the majority of traffic has been direct and organic search:
Only 12.8% of visitors came to the site via social media referrals. The majority of these were people finding the page through Facebook. Because of this fact we have decided to put a major focus on Facebook to utilise this platform as our main point of contact.
With a compendium and review website like this, we will also have to look at the four weeks leading up to our campaign to get a better grasp of what has been happening right up to the starting point.
The four weeks we looked at were 27 March – 23 April.
By the stats, the average sessions are around 20 seconds. This will help us determine whether there will be a difference once we begin our campaign.
There is a large difference between last year’s results for april-may to this year’s march-april with 3,394 users and 4,454 sessions.
The average of new visitors were 71.9% and retiring visitors were 28.1% which shows a growth from last year.
The most users on wineguy was on April 3 and April 17 2017 with 174 users.
Not a lot of people have come to the site through social media as there were only 4.8% of people. This is interesting as we will be marketing our client’s website through social media platforms, so we will be analysing if there is an increase through social media during the time of our campaign.