Web Analytics Lessons From ShanghaiPRIDE 2014
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ShanghaiPRIDE can raise the awareness and visibility of the LGBT community in China and thereby increase acceptance and tolerance. This presentation analyzes web analytics information from 2014 to understand how visitors use the website and prioritize development task for 2015.
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Web Analytics Lessons From ShanghaiPRIDE 2014
- 1. Web Analytics Lessons From ShanghaiPRIDE 2014
- 2. Overview • ShanghaiPRIDE and shpride.com • Mobile First, Desktop First • Website Content • Traffic Sources
- 3. About ShanghaiPRIDE • Raise awareness and visibility of LGBT community in China • Increase acceptance and tolerance • Annual week-long event since 2009 • Run by ~20 core organizers
- 5. shpride.com • Wordpress-based • Custom plugins • Custom responsive template
- 6. Analytics • First time collecting analytics • Used Google Analytics because it was easy • Recorded 39 000 sessions in 4 weeks
- 7. 0 1000 2000 3000 05/30 06/06 06/13 06/20 06/27 07/04 07/11 Pridebegins Prideends Sessions
- 9. Sessions 27,411 10,892 1,530 Mobile Desktop Tablet Before/During Pride After Pride
- 10. Mobile != Desktop 0% 25% 50% 75% 100% Bounce Rate Mobile Desktop Tablet 0 1 2 3 4 Pages / Session Mobile Desktop Tablet
- 11. Sessions by Browser Android Browser Safari (iOS) Chrome Safari (OSX) Internet Explorer Firefox UC Browser Maxthon Opera Opera Mini
- 12. Browser Version Breakdown Internet Explorer 11 10 9 8 7 6 Chrome 35 33 31 30 29 28 21 4 Android Browser 4 4.2 4.1 2.x 1.6 1.5 1
- 13. Top 5 Visited Pages Size Page Average Load Time Size 2G Load Time /pride2014 11.5 s 0.8 MB 2 min / 30.3 s 2.3 MB 6.5 min /?lang=en 12.83 s 2.3 MB 6.5 min /pride6events 7.85 s 0.5 MB 1 min /event/2014-opening-party 8.93 s 0.6 MB 1.5 min
- 14. Key Takeaways • Mobile needs prioritization • Can use newer web technologies • Google Analytics increases page load time, need to find alternative
- 15. WEBSITE CONTENT
- 16. Browser Locale Code Chinese English German French Japanese
- 17. Landing Pages Page Page Views /pride2014/ 21308 / 7235 /?lang=en 3767 /pride6events/ 638 /event/2014-opening-party 609 /event/2014-film-week 262 /event/2014-film-week/?lang=en 257 /pride6events/?lang=en 256 /event/2014-pride-run/?lang=en 204 /pride6events/?from=timeline&isappinstall ed=0 193 From Facebook
- 18. All Pages Page Page Views /pride2014 25407 / 15757 /pride6events 5449 /event/2014-opening-party 3546 /event/2014-film-week 3049 /photos 2581 /event/2014-pride-run 1885 /event/2014-art-exhibition- love-health 1694 /event/2014-story-telling 1227 /event/2014-closing-party 1210 /volunteer 995 /event/2014-cock 963 /sponsors2014 731 Page Page Views /event/2014-theatre-play- rendezvous/ 725 /event/2014/ladies-party 669 /event/2014-trivia-night 563 /event/2014-theatre-play-izzie- irving/ 453 /beneficiaries2014 436 /event/2014-ladies-party 341 /press 337 /outreach 329 /page/2/ 323 /event/2014-panel-discussion- love-and-beyond/ 259 … … /event/test-film/ 42
- 19. Broken Links Changing blog dates changes the URL causes broken links
- 20. Key Takeaways • Bilingual is critical to site success • Should do more to promote sponsors • Consider “year-less” pages for sponsors, beneficiaries • Develop way to advertise on main blog without changing URL
- 21. TRAFFIC SOURCE
- 22. Referals Source Referals baidu 3685 google 1789 utopia-asia 709 m.baidu.com 418 so.com 252 yahoo 223 bing 220 douban.com 217 smarthshanghai.com 185 mh.manhunt.net 166 fridae.asia 163 facebook.com 123 Source Referals weibo.com 118 m.sa.sm.cn 101 shanghiist.com 90 danlan.com 86 sogou 79 cityweekend.com.cn 68 mail.qq.com 63 m.facebook.com 59 m.douban.com 53 rd.wechat.com 53 mp.weixin.qq.com 50 360.cn 48
- 24. This is why this page is so popular
- 25. Takeaways • Curating content important to return relevant results
- 26. Summary • Analytics provided new and highly valuable information • 2015 development should address issues
Editor's Notes
- shpride.com is the web property of ShanghaiPRIDE. It hosts event schedule, highlight sponsors and beneficiaries, recruit volunteers, pictures and videos, etc. Completely translated in Chinese and English
- shpride.com uses Wordpress with a custom template and several custom and standard plugins.
- A session is a single continuous visit.
- Google Analytics added on May 30 –no data before that date
- Mobile and desktop users represent different uses. Mobile users are looking for specific information – when and where are events. Desktop dig deeper into the website content. Still, mobile users are the largest users by number.
- Since the majority of visitors are on mobile devices, we expect to see that most sessions are on mobile browsers. That’s exactly what we see. It is interesting to see how un-important Firefox is.
- iOS has similar trends to the Android browser – most people are using the latest version. On the desktop, we see more variety in the browsers. On important thing to see is Internet Explorer . There were 65 sessions with IE6 and 85 sessions with IE7, representing 0.4% of all visitors. When we consider what technologies we can use and what testing we should be doing, we need to be aware of what our visitors are actually using. We should try to make sure our site is usable by people with older technologies, particularly because poverty may be more common for the LGBT community. But that should be balanced with people who are actually engaged.
- The vast majority of visitors are Chinese and then English. German, French, Japanese account for about 2% of all sessions. We need to prioritize information in Chinese, particularly since many of the volunteers are not fluent in Chinese. We will be judged based on the information we have in Chinese.
- pride2014 and pride6events essentially have the same content. test-film isn’t a real page. It was a page I created to test out the film page. We have to be careful when interpreting results because our development work accounts for a non-trivial amount of page visits.
- In 2014, we changed publish dates so show the days events on the main blog. But, this changes the URL of the events, resulting in broken links. We can update the links on our website but we cannot update links from other websites. This results in a bad experience for visitors because other people cannot effectively link to our pages. The event plugin we started in 2014 can help solve this problem because its links don’t depend on a published date. But we need to decide if this is how we should proceed in order to have more reliable links.
- Many of the sponsors we’ve worked don’t seem to generate significant traffic. However, there may be missing data. There are some things here that we were not curating, linke douban, that we should put more effort into. This is probably because douban is Chinese language, but sites like cityweekend and smartshanghai are English language.