Direct Comparison

The first week

Our first week started off with a huge soar in visits. Looking at the very same period in the previous year, we can see a vast growth in traffic and also in social acquisition. The sessions have doubled, so have the users. Page views are up significantly.


To gain a better understanding of this year, we have compared the first week of our campaign to the previous week:


We can see that the impact was not as huge as compared to the previous year. However, we still see a drastic increase across all areas and lifted social acquisition from 6.5% to 17.2%.

The second week

Unable to repeat the intense impact of the first week, we still managed to improve in some areas:


Our sessions and user numbers have taken a hit which is understandable due to the heavy start in week one. We still managed to increase the pages per sessions which means that the users we are acquiring are more interested in what the wineguy has to offer. This shows that we generated an audience within the client’s target group.

The third week

After half of the campaign’s lifespan, we can see the effect plateauing:


We have gained a little more traction in the early days of the week. The rest seems almost identical to week two.

The fourth week

In the final week we achieved again the similar result to the previous week:


What is worth pointing out at this point is that pages per session increased week on week. Having started with 3.79 pages per session, we have finished with 4.29.

The whole campaign compared to the previous month


As the analytics display it, we raised every area for the domain of the client apart from pages per session and the percentage of new sessions.

The pages per session can be explained by an anomaly directly before our campaign and some users going through more pages than usual.

The percentage of new sessions is a relative metric. As we can see we increased the all sessions by 25% which equals to 1146 additional sessions. We also acquired 676 new users. As the number of sessions grows, it is very likely to see the percentage of new sessions shrink. More visitors are returning to the page to check for updates and the growth rate cannot be maintained.


A look specifically at the acquisition distribution reveals the huge increase in social media impact. During our campaign we have achieved to bring 13.3% of the steadily increasing traffic to the site (compared to only 4.8% in the month prior). This is a 247.44% increase.

The raised awareness of the website due to our campaign also increased organic search traffic by 13.12%, direct visitors by 28.54% and referrals by 7.06%.

The week after the campaign


As soon as the campaign finished, the analytics show an almost instant decrease.


Landing Page

Original Design

After receiving feedback from our client Gavin about our design for the landing page, he suggested that we place the name of the wine in front of the bottles.

Gavin’s suggestion

However, since meeting with Abhi he suggested that it would be better if it was on the side.

Abhi’s suggestion

We played around to find which would be the best design option. We decided this was the best one. It wasn’t too much but it was easy to read and the audience would be able to have an idea as to which wine is being presented.

Analytics during our campaign

We started our campaign on the 24th April and below is the information of how many people were on wineguy’s website.

24-30th April

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24th April was great as there were 333 sessions, making this the highest for the first week of our campaign. However, it slowly decreased to 182 on 29th April which was the lowest session for the week. As the 29th was a Saturday and the last day of the holidays, we assumed that it could have decreased due to parents taking their children out all day and therefore not being online.

Average session is still 23 seconds, so it has not changed from last week. The number of users in a week was 1,168 which is impressive. 65.6% of those users were new visitors to the site and the remaining 34.4% were returning visitors.

Bounce rate was 4.21% which is a good sign as it is relatively low, especially with 65.6% of them being new visitors.


Organic searches is still the most used way people are getting onto wineguy’s website, but social media is now the second most popular way of getting to the site. This is an improvement from last week as social media was fourth. Of the 1,615 sessions, 278 of them were from social media which is a large increase from last week which was only 86 sessions. The bounce rate is 1.08% but it is quite good seeing as last week the bounce rate was 1.16% with 86 being the sessions. This is a large increase from last week, displaying that our campaign has done well in the first week.

1st – 7th May

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The highest session was on Friday 5th May with 196 sessions, as the rest of the week stayed consistent around 169 – 196 sessions. The number of sessions this week decreased to 1,287 which is 328 sessions less than last week.

The average session duration has decreased from 23 seconds to 20 seconds. The number of users has also decreased to 983 this week, however there has been an increase in the number of new visitors by 3.5%. However, this week’s bounce rate has increased from 4.21% to 5.36%, but in terms of the overall average bounce rate being 20%, this is still relatively low which is good.


Social media is still the second way people are going onto the site. The number of sessions has dropped by 91, which is large. However, seeing as 187 people are going onto the site and staying (bounce rate is 0%) shows that our campaign is working well. Bounce rate this week has improved since it is 0%, compared to the 1.08% last week. This demonstrates that the people who are seeing our posts on social media are the ones that are interested in our posts so actually look as our content.


8th – 14th May

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The highest sessions of this week was the 7th May with 274 sessions. As the week went on, there was a decrease to around 180 sessions. There were a total of 1,381 sessions this week which increased by 94 since last week. The average duration of people on our client’s page was 24 seconds which is also an increase from the 20 seconds last week.

In total there were 164 sessions from social media with a 0% bounce rate which is really good, compared to direct which has the highest bounce rate of 24.55%. Direct and social media are close in numbers of sessions (167 and 164) and since the bounce rate for direct is quite high, it shows that social media is doing well. Social media being the lowest bounce rate also demonstrates how successful our campaign has been so far.

In saying that, social media was the third most popular way of people were going onto our client’s website. Organic searches are still the most used with 71.3% and 11.9% from social media. However, there was a decrease of people coming from social media this week with only 164 compared to last weeks 187.


15th – 21st May

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The last week of our campaign started off with 241 sessions on Monday 15th May, but as like the previous week, decreased to around 160-190 sessions throughout the rest of the week. A total of 1,317 sessions this week, which is 64 sessions less than last week.

There has been a pattern of Mondays having the most sessions out of the whole week. This could be due to people spending more time online after work or during their work breaks on Mondays after being use to the relaxing time they had during the weekend. The lowest sessions this week was on our last day Sunday 21st May with 161 sessions.

The average time people spent on our client’s site was 19 seconds. This is a decrease from last weeks 24 seconds. This is the lowest average session time out of our four weeks of our campaign. This week, 70.7% of the people on our client’s site were new visitors and 29.3% were new visitors.

We had the lowest social media sessions throughout our campaign this week with only 118. The bounce rate was higher than last week as it was 0.85%. However, it is still the lowest bounce rate compared to the other ways people are coming onto our client’s site.

Social media is still the third most used way audiences are getting onto our site as direct and organic searches are still the most popular. It is the lowest percentage during this campaign with only 9% whereas organic searches was 73.7% and direct was 11.1%.

Instagram Pictures

Since Instagram is all about images, I will be using creative common images from the site pixabay.

These are some of the images I have used. I’ve also edited them so that they have similar colour themes, that way the instagram account will have images that are consistent. I’ve also added wine in some images to make sure that it still relates back to the main theme of wine.


Since talking to Abhi about our campaign, we have made some changes. One of the changes is the Instagram photos. Abhi has suggested that we have the information about the wine and the food pairing on the image. Instagram is it’s own kind of site that should provide the information on the account rather than people going onto the site. Therefore by having the information on Instagram, it is giving it to the target audience without having to go the website, which is a lot harder to do.

So the posts had an image of the food, an image of the wine bottle and a list of all the wine options that would best go with that particular food. I created mockups to see which one would be more popular and best to post on Instagram.

After asking a couple people, they preferred the second option. So we ran with this new idea for the rest of our campaign. So the rest of the images on Instagram were designed similar.



Image References: APA






Berry Ice Cream Pairing:



Instagram Research

Doing some research around the kind of wine images/topics that are on Instagram, has helped us get an idea of our target audience’s interest.

These are some wine instagram accounts that have large followings due to their content.

Wine Enthusiast Magazine have about 112k followers and posts images that are about wine. It it does not have a bottle or glass of wine, it would be able wine therefore making their content consistant with being all about wine. Their images are mostly light coloured with white backgrounds or pastel colours. Images of food also has a glass of wine making sure that it stays consistent with their wine theme. Their style seems to target adults from the age 25-40 who would be interested into the aesthetics of the images.

Wine vinhos has 123k followers and posts images that are also about wine. Most of their images are of people drinking wine during gatherings. Displaying the type of audience they are targeting. Their audience are middle class adults (30-50) who like to get together with family and friends to socialise and eat food with their wine.

Wine’s instagram account has images that are also related to wine. These images mostly depict summer and a holiday feel as images are taken outside of the view or of food. Their target audience seems to be people who travel, like to cook and relax while consuming their wine. Based on the images, their target audience is 30-50.

Food and Wine mostly posts images that are of food. They have occasional images of wine and alcohol, however their account is full of different types of food. Food and Wine has 2 Million follows. This shows that food is a very popular topic on Instagram compared to wine. Due to the quality of the images that are on their account, it is looks professionally taken. It is aesthetically pleasing and seems as it would be targeting young adults aged 18-25. Young adults are more concerned about how images look and are presented, and since majority of the users are young adults on Instagram, it shows how most of them are interested in food rather than wine.

From looking at the different wine pages, it has helped us get a sense on what our target audience 25-35 year olds would want to see. Food is a very popular topic so using images that have food and wine together would help us gain attention from our target audience. So by having high quality images of food and wine, would most likely attract our audience to follow us.

Also having a consistent theme on our Instagram account would help people follow us. By having these things, it will hopefully help us gain more of our target audiences’ attention to therefore go onto our clients page to view more.

Analytics overview prior to campaign

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.

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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.


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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.

Production notes

A great read on why breakpoints are not perfect in website-production

View story at

In essence, the media queries should be set to accommodate content rather than setting fixed values for resolution of a small percentage of existing devices.

A nice little recap of CSS Display values and the consequences


We have implemented and auto-scroll function to the MiniSite when using the mouse-wheel. This works great on Desktop, however it does not address swiping on mobile devices and touch screens.

While successful implementing “Dragend.js”, we have run into issues about the script adding unnecessary page-height. This was an easy fix – Line 522 in the development .js file had the configuration for pageDimentions (The typo in dimensions is part of the open-source script). We have set it to the equivalent of the height of our section classes (.section) and achieved a smooth implementation of the script.

During testing-phases, we came across a Chrome feature on mobiles that was messing with our view-height of the page. Due to the address bar disappearing and re-appearing, the scrolling behaviour was inconsistent. A suggested fix was to include metadata suggesting the site is web-app-capable. However, our tests did not prove this theory to be correct.

Due to these findings, we have decided to let mobile users free-scroll our MiniSite to ensure a consistent experience across browsers.

MiniSite in progress (in progress HTML version) (Finished PHP version)


  • Homepage layout with image placeholders
  • Homepage responsive
  • Video page layout with examples
  • Video page responsive
  • Fact page layout with image placeholders
  • Fact page responsive
  • Pairing page with image placeholders
  • Pairing page responsive
  • Implemented PHP selectors
  • Implement analytics
  • Implement Tag Manager
  • SEO optimisation

Landing Page is also finished with functionality and responsive design. However, Gavin has yet to send us the content (text and imagery). He was travelling the past two weeks for work.

The campaign still goes ahead as planned, as we are having enough content on the mini site to fill the first week.

Google Search Direct Submission made easy

This will make it super easy to enter the new pages (MiniSite and Landing Pages) to be picked up by Google faster and give us more exposure for the duration of the campaign.