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Website Visitor traffic Website Visitor traffic Presentation Transcript

  • Ian Roddis | Online Services 1 March 2007 Visitor information informing strategic website management
    • We used to talk about millions of ghosts on the website
  •   View slide
    • Website visitor numbers, conversion rates, flux over time
    View slide
    • And then we saw where the ghosts flowed
  • The top referring sites to OU Home are… 3% css3 (etma etc) 4% learn (VLE) 5% Contact 6% css2 (brochure / registration) 6% Search 14% StudentHome 15% SAMS 26% Courses Internal referrers 3% AOL 3% other open.ac.uk 5% MSN 5% Yahoo 33% Google 49% Direct % of Visitors External Referrers
  • Traffic from OU Home goes to… 1% OpenLearn 2% TutorHome 3% Research 3% Jobs 3% Media 4% About the OU (content) 5% Library 6% Contact 11% New 23% SAMS 26% Search 28% StudentHome 44% Courses % of Visitors
  • The top referring sites to Study at OU are… 7% New 9% css2 (brochures / registration) 13% css3 (etma) 15% Search 23% msds (SAMS etc) 35% OU Home Internal referrers 4% MSN 4% Yahoo 6% AOL 17% Direct 35% Google % of visitors External Referrers
  • Traffic from to Study at OU goes to… 4% Research 4% New 4% Course tasters 5% css2 (prospectus) 7% Credit transfer 8% Financial support ready reckoner 8% Search 12% Contact 17% css2 (registration) 18% msds (SAMS etc) 20% OU home % of visitors
  • The top referring sites to StudentHome are… 6% Contact 13% Learn (VLE) 15% css3 21% Course web sites 21% css2 23% Courses 59% OU home 74% msds (SAMS etc) Internal referrers 5% Other open.ac.uk 16% Direct % of visitors External referrers % of Visitors
  • Traffic from to StudentHome goes to… <See report> 15% Library 17% Tutorial finder 18% Learn (VLE) 26% css3 (etma etc) 30% OU Home 34% Course web sites 46% css2 (registration) 51% Courses 57% SAMS 63% Contact 81% Search % of visitors
    • And over time we built up a picture of visitors and conversions
  •  
  •  
    • And then the ghosts became more solid as we observed for 9 months
  • Single visit visitors, and multiple visit visitors
    • Breaking down visitor behaviour
      • those that come once, to one page
      • those that come once and look at multiple pages
      • those that come lots
      • those that come lots and convert
      • those that come infrequently
    • Over a 9 month period Single Visit Visitors (SVVs) make up 78% of all visitors (= 4.7million visitors)
    • The remainder - 1.2million - are Multi Visit Visitors (MVVs)
  • 20 days 8% Both SVV-MPV 40% Visitors Av. Dwell time = 6m 43s Av. Pages viewed = 11 % from Search = 23% MVV-MPV 19% Visitors Av. Dwell time = 8m 44s Av. Pages viewed = 12 % from Search = 29% SVV-SPV 38% Visitors Av. Dwell time = 0s Av. Pages viewed = 1 % from Search = 7% MVV-SPV 11% Visitors Av. Dwell time = 0s Av. Pages viewed = 1 % from Search = 6% Propensity to visit Depth of visit 0.7% RCR 4.7% PRR 0.3% OUCU 7.7% RCR 7.4% PRR 13.6% OUCU 7.2% RCR 5.5% PRR 3.6% OUCU 0% RCR 1.4% PRR 0% OUCU
  • 20 days 8% Both SVV-MPV 40% Visitors Av. Dwell time = 6m 43s Av. Pages viewed = 11 % from Search = 23% MVV-MPV 19% Visitors Av. Dwell time = 8m 44s Av. Pages viewed = 12 % from Search = 29% SVV-SPV 38% Visitors Av. Dwell time = 0s Av. Pages viewed = 1 % from Search = 7% MVV-SPV 11% Visitors Av. Dwell time = 0s Av. Pages viewed = 1 % from Search = 6% Propensity to visit Depth of visit
    • Single Visit Visitors (SVV)
    • Represent approx 80% of OU web visitors
    • Proportion is constant over time
    • 47% see only one page
    • Search is the key driver along with direct
    • Multiple Visit Visitors (MVV)
    • Represent approx 20% of OU web visitors
    • 20% see one page on 1 st visit
    • MVV’s are 66% less likely to use search
    • 75% of visitors come via direct
    There is no difference in the referrer profile for a SVV and the 1 st visit of a MVV 0.7% RCR 4.7% PRR 0.3% OUCU 7.7% RCR 7.4% PRR 13.6% OUCU 7.2% RCR 5.5% PRR 3.6% OUCU 0% RCR 1.4% PRR 0% OUCU
  • 20 days 8% Both SVV-MPV 40% Visitors Av. Dwell time = 6m 43s Av. Pages viewed = 11 % from Search = 23% MVV-MPV 19% Visitors Av. Dwell time = 8m 44s Av. Pages viewed = 12 % from Search = 29% SVV-SPV 38% Visitors Av. Dwell time = 0s Av. Pages viewed = 1 % from Search = 7% MVV-SPV 11% Visitors Av. Dwell time = 0s Av. Pages viewed = 1 % from Search = 6% Propensity to visit Depth of visit
    • Multi Page Visitors (MPV)
    • Likely to view > 10pages
    • Average dwell time > 6mins
    • 3x more likely to use search (top referrer)
    • ‘ open university’ most popular search term
    • >80% of visitors enter via /home or /courses
    • >60% of visitors exit via /courses or /sams
    • Single Page Visitors (SPV)
    • Average dwell time < 6 mins
    • Search does not drive majority of SPV
    • > 40% of these visits have direct referrer
    • For MVV-SPV /home is the most popular entry/exit point
    • 70% of eMarketing visitors are SPVs
    0.7% RCR 4.7% PRR 0.3% OUCU 7.7% RCR 7.4% PRR 13.6% OUCU 7.2% RCR 5.5% PRR 3.6% OUCU 0% RCR 1.4% PRR 0% OUCU
  • Glossary for SVV and MVV
    • SVV – single visit visitor
    • MVV – multiple visit visitor
    • SPV – single page visitor
    • MPV – multiple page visitor
    • OUCU - % of visitors who have ever signed in
    • PRR – prospectus response rate
    • RCR – registration conversion rate
    • Direct – traffic arriving at the website with no referring URL (eg. typed in or bookmarked)
    • Search – included both natural and PPC
    • And we start to understand activity we control, and that we don’t
  •  
  •  
  •  
    • Which informs the real estate & activity we manage
  • Activity and real estate
    • Key information input to marketing activity and new definition of enquirer
    • Informs redesign of new Study at OU; prime conversion tool and £120 MILL + course sales
    • Supports the VLE pedagogic effect and gives insight to consumer behaviour
    • Used in the redevelopment of the next generation intranet (and the use of ECM Documentum)
    • Describes (and quantifies) the relationship between sites such as Research, CETLs, faculties
  • Ian Roddis | Online Services 1 March 2007 Thank you