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NASA.gov Metrics 2003 to 2012
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NASA.gov is an award-winning, highly-trafficked website. Here's a historical look at some of the metrics from NASA.gov

NASA.gov is an award-winning, highly-trafficked website. Here's a historical look at some of the metrics from NASA.gov

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  • 1. Metrics,2003-2012 NASA.gov Web Team March 29, 2013
  • 2. www.NASA.gov:Annual Sessions and 240.0 85Customer Satisfaction Sessions (Millions)Traffic to www.NASA.gov increased 200.0 Customer Satisfactionten-fold from 2003 to 2012.In the same period, the global online 160.0 80population increased about three-fold,indicating the growth in traffic toNASA’s website was real growth, notjust a reflection of more people getting 120.0online.NASA’s customer satisfaction scores 80.0 75(measured by an online survey)climbed steadily through the decadereaching levels closer to successfulcommercial websites than to 40.0government websites. 0.0 70 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
  • 3. 3.5 3.0Mobile.nasa.govThe mobile version of the NASAwebsite was introduced in late 2.52010, but configuration changes inearly 2012 lead to ten-fold increase intraffic. At right are the monthly visits 2.0 (Millions)to mobile.nasa.gov in 2012. 1.5 1.0 0.5 0.0
  • 4. 100%ReachingTarget 90%AudiencesIn 2003, the NASA 80%Administratordirected the Office 70%of Public Affairs andthe CIO to useNASA’s website to 60%reach three primarytarget audiences: 50%the generalpublic, K-12 studentsand K-12 teachers. 40% Other Contractor/SubOver the 30% PI/Co-I/team memberyears, proportion of News Mediamembers of the 20% NASA Employeetarget audience has College Student/Educatorgrown to more than K-12 Educator70 percent of the 10%site’s total audience. K-12 Student General Public 0% 2004 2005 2006 2007 2008 2009 2010 2011 2012
  • 5. Missions ImagesReason for Visiting News and FeaturesUsers have said continuously thattheir primary interests are Universemission coverage imagery andvideo. Traffic statistics bear this Otherout. Shuttle and Space StationFrom 2011 to 2012, the broader 2011“Missions” category gained over Solar SystemShuttle and Station. Multimedia Aeronautics 2012 Earth
  • 6. • Amazon.com: 89 • CNN.com: 75• NASA: 82 • All eGov sites: 74• Google: 82 • NYTimes.com: 74• Barnes and Noble: 82 • All federal sites: 72• eBay: 81 • YouTube: 73• Bing: 81 • All public sector: 71• Netflix: 81 • All websites: 69• Google+: 78 • Huffpost: 69• Wikipedia: 78 • Pinterest: 69• Yahoo: 78 • Twitter: 64• MSN: 78 • Facebook: 61* December 2012 from the Foresee Results online survey.
  • 7. Customer Satisfaction Benchmarks*• Nhlbi.nih.gov: 87 • All eGov sites: 75• Cancer.gov: 83 • Fed. dept. main sites: 74• CDC.gov: 82 • All federal sites: 73• USCIS (Spanish): 82 • All public sector: 72• NASA: 81 • All websites: 69• USCIS (English): 81• 27 others: ≤ 80* Fourth quarter 2012 from the Foresee Results online survey.
  • 8. Wikipedia uses NASA.gov to illustrate “Website”
  • 9. Image of the Day
  • 10. Time Uses NASA.gov to Explain 2012
  • 11. Ustream Highlights NASA TV
  • 12. 800www.NASA.gov 700Page Views 600Reflects all downloads ofHTML files for the year. 500The most consistentlypopular pages remainthe image and video 400galleries, the multimediapage, and the sectionpages for the missions in 300the news that year. 200The only pure featurestory to make the listwas the “2012 won’t beDoomsday” explainer in 1002011 and 2012. 0 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 Page Views (Millions) 102 410 488 518 409 505 689 562 668 616
  • 13. 2003 2004 2005 2006 1 NASA Home Page 63,200 NASA Home Page 105,768 NASA Home Page 129,681 NASA Home Page 111,199 2 News Highlights 4,708 MER Interactive 20,078 Return to Flight Interactive 14,308 NASA TV Page 20,110 3 NASA 45th Interactive 2,880 VSE Interactive 5,934 NASA TV Page 12,764 Shuttle Main Page 16,524 4 NASA Today 2,165 Image Gallery 5,406 Return to Flight Main Page 12,423 News Highlights 6,444 5 Image Gallery 1,818 News Highlights 5,267 Image Gallery 7,720 Multimedia Highlights 6,404 6 Multimedia Highlights 1,764 Cassini Main Page 4,189 KSC Home Page 6,892 Image Gallery 6,212 7 MER Interactive 1,128 Multimedia Highlights 3,238 Cassini Main Page 6,366 Mission Highlights 5,009 8 Mission Highlights 892 NASA TV Page 3,118 Deep Impact Main Page 6,075 KSC Home Page 4,681 9 Columbia Main Page 828 Mission Highlights 2,843 VSE Anniversary Interactive 5,850 STS-121 Interactive 4,64710 Video Gallery 684 MER Main Page 2,651 News Highlights 5,562 STS-115 Interactive 4,31111 Highlights 660 For Kids / Games 2,078 Multimedia Highlights 5,306 ISS Main Page 3,83112 Multimedia Downloads 595 Video Gallery 1,516 Mission Highlights 4,147 Exploration Main Page 3,69213 About Highlights 570 For Kids Main Page 1,460 Deep Impact Images 3,443 Video Gallery 3,57014 Universe Features 531 Cassini Interactive 1,401 Deep Impact Interactive 2,618 Kids Club 3,19215 NASA TV on the Web 507 Highlights 1,394 Video Gallery 2,475 Shuttle Launch Page 2,553Figures are in thousands
  • 14. 2007 2008 2009 2010 1 NASA Home Page 103,293 NASA Home Page 145,949 NASA Home Page 199,266 NASA Home Page 206,045 2 Shuttle Main Page 15,495 NASA TV Page 15,650 NASA TV Page 24,929 NASA TV Page 13,323 3 NASA TV Page 14,525 Shuttle Main Page 13,467 Shuttle Launch Blog 23,309 Shuttle Main Page 8,573 4 Video Gallery 9,529 Mars Phoenix Main Page 10,631 Shuttle Main Page 20,670 Launch Schedule 5,869 5 Image Gallery 7,510 Video Gallery 7,881 Video Gallery 8,213 Video Gallery 4,558 6 Multimedia Highlights 5,317 Image Gallery 6,202 Shuttle Landing Blog 5,465 Image Gallery 4,531 7 News Highlights 5,178 Kids Club 5,095 ISS Main Page 5,212 Image of the Day 3,589 8 ISS Main Page 4,843 Image of the Day 4,970 Image Gallery 5,060 Kids Club 3,410 9 Mission Highlights 4,107 ISS Main Page 4,624 Launch Schedule 5,017 ISS Main Page 3,36610 Kids Club 3,877 Missions Main Page 4,265 Image of the Day 4,898 News Topics 3,10211 KSC Home Page 3,818 KSC Home Page 3,432 Kids Club 4,674 Missions Main Page 2,83512 For Kids Page 2,731 Launch Schedule 3,293 Missions Main Page 4,383 Shuttle Station Topics Page 2,81213 Launch Schedule 2,013 Multimedia Main Page 3,206 Shuttle Station Topics Page 4,017 Solar System Topics Page 2,39914 HQ Home Page 1,968 News Topics 3,201 Multimedia Main Page 3,438 Multimedia Main Page 2,398 Shuttle Station Topics15 Shuttle Launch Page 1,967 Page 3,036 KSC Home Page 3,315 Universe Topics Page 2,205Figures are in thousands
  • 15. 2011 2012 1 NASA Home Page 211,607 NASA Home Page 200,772 2 NASA TV Page 14,919 MSL Main Page 18,349 3 Video Gallery 12,820 Video Gallery 17,023 4 Shuttle Main Page 10,949 2012 Feature 14,970 5 Launch Schedule 4,602 NASA TV Page 11,898 6 Image of the Day 3,790 Image of the Day 6,048 7 Image Gallery 3,779 MSL Multimedia Gallery 5,432 8 Shuttle Station Topics Page 3,078 News Topics 5,161 9 Kids Club 2,937 Image Gallery 4,74610 ISS Main Page 2,832 Solar System Topics Page 3,27411 Solar System Topics Page 2,667 ISS Main Page 3,09312 2012 Feature 2,617 Microgravity (Angry Birds) 3,02213 News Topics 2,500 Mars Main Page 2,94014 News Releases 2,343 News Releases 2,91015 Universe Topics Page 2,319 Universe Topics Page 2,909 Figures are in thousands
  • 16. Live EventsSince moving to a more robustinfrastructure in 2003, NASA.gov hascarried more than 60 live events that Most Visits*have at time driven traffic to morethan 100 times higher than normal Curiosity landing 6-Aug-2012 14,798,362levels. Mars, Spirit landing 4-Jan-2004 5,550,495The smooth handling of such large LCROSS lunar impact 9-Oct-2009 5,447,329events, some of them unplanned, hasbecome the trademark of NASA.gov. STS-135 Launch 8-Jul-2011 4,866,453All but one have been carried with no Deep Impact 1-Jul-2005 4,321,237major technical issue. Venus Transit 1-Jun-2012 4,260,380 Astrophysics Life Press Conference 1-Dec-2010 3,862,436 Mars, Oppurtunity landing 1-Jan-2004 3,714,963 STS-125 Launch 1-May-2009 3,653,205 STS-114 Launch 1-Jul-2005 3,561,779 * During the 48 hours surrounding peak traffic.
  • 17. Peak Webcasts Total webcasts *Curiosity landing 06-Aug-12 1,236,010 Curiosity landing 06-Aug-12 36,437,231Venus Transit 1-Jun-12 576,743 Venus Transit 1-Jun-2012 7,741,158STS-135 Launch 8-Jul-11 562,818 STS-114 Landing 1-Aug-2005 2,048,477STS-114 Launch 26-Jul-05 438,825 STS-121 Launch 1-Jul-2006 1,757,002STS-114 Landing 9-Aug-05 394,354 STS-114 Launch 1-Jul-2005 1,714,822LCROSS lunar impact 9-Oct-09 393,472 STS-135 Launch 8-Jul-2011 1,428,588STS-134 Launch 16-May-2011 360,172 STS-121 Landing 17-Jul-2006 924,353STS-133 Launch 24-Feb-2011 284,822 STS-133 Launch 24-Feb-2011 919,770STS-121 Launch 4-Jul-06 257,028 STS-134 Launch 16-May-2011 789,505STS-135 Landing 21-Jul-2011 177,420 STS-115 Launch 9-Sep-2006 645,320 * During the 48 hours surrounding peak traffic.
  • 18. Web content delivered (MB) * Web & Video Content Delivered (MB) *Curiosity landing 6-Aug-12 68,270,000 Curiosity landing 06-Aug-12 1,098,270,000STS-135 Launch 8-Jul-11 59,639,440 Venus Transit 1-Jun-2012 662,976,419Venus Transit 1-Jun-12 34,908,328 STS-135 Launch 8-Jul-2011 539,909,926STS-134 Launch 16-May-2011 25,781,682 STS-134 Launch 16-May-2011 296,246,501LCROSS lunar impact 9-Oct-09 21,915,238 STS-135 Landing 21-Jul-2011 171,488,549STS-135 Landing 21-Jul-2011 20,090,425 STS-133 Launch 24-Feb-2011 78,042,342Deep Impact 4-Jul-05 17,615,780 MSL Launch 26-Nov-2011 77,027,000Phoenix Landing 25-May-2008 17,330,671 LCROSS lunar impact 9-Oct-2009 68,636,125STS-133 Launch 24-Feb-2011 17,280,426 ARES I-X 28-Oct-2009 62,012,493STS-127 Launch 15-Jul-09 14,584,451 Phoenix Landing 25-May-2008 59,918,859 * During the 48 hours surrounding peak traffic.
  • 19. Search Satisfaction Rises as Rate of Searches Falls 30.0% 80SearchA combination of quantitative and 79qualitative data shows that users are 25.0%generally satisfied. They are using 78search less frequently, but they are Search Queries as Pctg. of All Visits Search Satisfaction (from online survey)happier with it. 77 20.0%The last redesign, released in late 762007, accelerated both trends. 15.0% 75 74 10.0% 73 72 5.0% 71 0.0% 70 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
  • 20. Search TermsThere remains some dissatisfaction withsearch, for which there are severalfactors:• NASA has a broad array of online content (1,600 websites; 200,000+ Distinct Search Terms pages on www.nasa.gov alone)• There is no overarching information 2003 250,903 architecture organizing that content• Content is often placed online with 2004 371,220 no regard for search-engine optimization 2005 684,997 2006 692,166Users enter hundreds of thousands ofdistinct search terms each year, though 2007 679,687only a handful account for 1 percent ormore of all queries. (See followingtables.) 2008 348,307 2009 365,262The bulk of NASA’s online content focuseson current missions, news and 2010 409,305multimedia. There may not be muchcontent available on a particular topic, 2011 368,311and NASA’s distributed web and lack ofan overall search strategy makes it hard 2012 359,914to find.
  • 21. 2003 2004 2005 2006 2007mars 1.61% mars 0.62% mars 0.91% mars 1.08% mars 1.41%picture+of+the+day 0.88% columbia 0.29% pluto+ 0.48% pluto 0.51% moon 0.65%hubble 0.67% hubble 0.28% world+wind 0.38% moon 0.47% iss 0.53%moon 0.51% moon 0.28% hubble 0.36% pluto+ 0.43% saturn 0.53%jobs 0.40% pluto 0.27% moon 0.35% hubble 0.42% hubble 0.49%Mars 0.38% wallpaper 0.26% apollo 0.27% iss 0.34% planets 0.48%pictures 0.38% saturn 0.24% columbia 0.27% saturn 0.34% nasa+tv 0.43%columbia 0.37% apollo 0.23% saturn 0.26% planets 0.33% jupiter 0.42%apollo 0.35% jupiter 0.22% planets 0.23% jupiter 0.29% pluto 0.41%jupiter 0.32% cassini 0.21% Mars 0.22% nasa+tv 0.28% sun 0.36%
  • 22. 2008 2009 2010 2011 2012mars 4.11% mars 3.32% mars 2.11% elenin 2.04% curiosity 2.09%nibiru 1.98% 2012 2.15% jupiter 2.00% mars 1.55% mars 1.99%nasa tv 1.88% nasa tv 1.97% saturn 1.36% 2012 1.10% 21 december 2012 1.38%space shuttle 1.32% jupiter 1.47% 2012 1.29% moon 1.00% 2012 1.11%moon 1.23% moon 1.39% earth 1.24% games 0.90% moon 0.92% 2012 end ofjupiter 1.19% the world 1.28% sun 1.21% sun 0.89% sun 0.91%saturn 1.19% saturn 1.27% venus 1.17% saturn 0.76% end of the world 0.86%nasa pictures 1.18% games 1.16% neptune 0.93% uars 0.76% nibiru 0.75%ufo 1.14% hubble 1.13% mercury 0.91% jupiter 0.70% december 21 2012 0.71%planet x 1.13% venus 0.96% games 0.87% mercury 0.63% venus 0.66% 2012 “Doomsday” query
  • 23. Top Videos 2010 – 2013 2010 Asteroid 2005 1.2 million NASA Sees Fast- 298,152Videos YU55 Moving Solar FlareSince switching the VMIX service in Complex Solar 291,5772010, NASA editors have uploaded Eruptionmore than 6,000 videos, more than 7 Seven Minutes of 1 million Fermi/Bubbles in 238,795per business day. Terror the Milky Way Black Hole Eats Star 957,826 Supernova/Black 232,464 Hole Animation Curiosity’s Descent 843,166 NASA Examines 147,228 New Forms of Life Having a Solar Blast 737,106 – Zoom 2011 2012 Asteroid 2005 925,290 Seven Minutes of 991,871Total 137 Billion YU55 TerrorLoads Black Hole Eats Star 881,410 Curiosity’s Descent 838,032 Having a Solar Blast 689,650 GRAIL video of 632,733 moon’s far side SDO Catches 396,026Plays 78.7 million Black Marble 843,166 Comet Passing Sun SDO Captures X1.9 322,815 Sunspot 1429: Two 427,308Plays completed 45.5 million Solar Flare X-class FlaresUnique Plays 67.9 million
  • 24. www.NASA.gov: Sources of traffic100%90%80% Other70% Social media Slashdot60% Drudge Report CNN.com50% Bing40% MSN Yahoo30% Other nasa.gov sites Google20% No referral (net)10% 0% 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012No referrals: Direct visits from bookmarks, e-mail links or RSS servers, or from sitesthat mask their identities.
  • 25. www.NASA.gov: Sources of traffic (excluding “no referrals”) 100% 90% 80% 70% Other Social media 60% Slashdot Drudge Report 50% CNN.com Bing 40% MSN Yahoo 30% Other nasa.gov sites Google 20% 10% 0% 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
  • 26. 14,000,000 12,000,000Social media referralsThough social media channels aredesigned to take NASA content off the 10,000,000site, they are growing as a source oftraffic. 8,000,000 Bitly % of all % of all Pinterest sessions referrals Tumblr Twitter 6,000,000 Reddit2008 0.37 0.71 Facebook 4,000,0002009 1.36 2.202010 2.78 4.22 2,000,0002011 3.24 6.46 02012 5.06 9.86 2008 2009 2010 2011 2012
  • 27. 90 FacebookSharing from NASA.gov 80 Twittervia Social Media OtherFacebook and Twitter are the primary 70venues people use to share contentdirectly from www.NASA.gov. 60Facebook started out as the dominant Percent of Totalservice, but Twitter has recently pulled 50even. 40 30 20 10 0 2010 2011 2012
  • 28. 2010Sharing from Type Shares Clickswww.NASA.gov Face in Space Interactive 6,211 0In late 2010, NASA.gov started using NASA Home Page 6,386 1,189the AddThis service to allow users to Image of the Day Gallery Multimedia 3,557 701 NASA Sets News Conference on Astrobiologyshare NASA content through social Discovery (HQ) Media Advisory 3,369 14,081media services. Though social media is Multimediadesigned to put content where users NASA TV 3,137 1,350are, sharing from NASA’s site brought a NASAs Space Rock Interactive 2,122 0 NASA Research Discovers Life Built with Toxicnet return of visits back to the site. Chemicals Feature 2,086 5,700 Space Shuttle Main Page 1,536 577 Unique Earthquake May Have Shortened Earths Day Feature 1,318 15 Shares of Clicks content 2012: Beginning of the End or just Another Day Feature 1,017 688 NASA back to pieces Watch the Skies! Meteors Feature 773 1,273 content site shared Clicks Shares NASA Sets News Conference on Astrobiology Media Advisory Discovery (HQ) 14,081 3,369 NASA Research Discovers Life Built with Toxic 2010 98,086 65,194 660 Chemicals Feature 5,700 2,086 Media Advisory NASA Announces Chandra News Conference 4,522 593 Cumulonimbus Cloud over Colombia Image 3,313 87 2011 258,369 314,673 2,571 NASA Sets News Conference on Astrobiology Media Advisory Discovery (ARC) 2,495 363 Lunar Eclipse: Up All Night Chat 1,539 428 NASA TV 1,350 3,137 Fermi Finds Giant Structure Feature 1,296 428 2012 555,965 578,173 3,352 Watch the Skies! Meteors Feature 1,261 780 First Potential Habitable Exoplanet Feature 1,207 688
  • 29. Content Type Shares Clicks back to NASA.govNASA Home Page 43,996 2,778NASA TV Main Page 10,376 12,587Image of the Day Gallery 6,002 7,7002012: Beginning of the End or Just Another Day? Feature 4,188 11,772Kepler Confirms its First Planet Feature 4,132 7,387Hurricane Irene News Page 3,722 11,006Space Shuttle Main Page 3,562 3,192NASA TV in HD on Ustream 2,979 2,211UARS Mission Ends Feature 2,248 4,303ISS Crew Views Shuttle Landing Feature 1,571 4,958 Clicks back to NASA.gov SharesNASA Imagery of the Japanese Earthquake Image Gallery 21,723 200NASA TV Main Page 12,587 10,3762012: Beginning of the End or Just Another Day? Feature 11,772 4,188Hurricane Irene News Page 11,006 3,722Image of the Day Gallery 7,700 6,002Kepler Confirms its First Planet Feature 7,387 4,132Aurora Australis from Space Feature 5,298 380ISS Crew Views Shuttle Landing Feature 4,958 1,571Major Winter Storm Takes Aim at Central U.S. Feature 4,425 594UARS Mission Ends Feature 4,303 2,248
  • 30. Type Shares Clicks2012: Beginning of the End or Just Another Day? Feature 32,985 61,249NASA TV Main Page 10,436 13,18012-21-2012 Just Another Day Podcast 4,254 11,936New York City on Sept. 11, 2011 Image Feature 1,846 9,886Space Shuttle Discovery to Fly Over Washington Media Advisory 172 8,662Hubble Sees Red Giant Blow a Bubble Image Feature 1,082 8,241Mars Science Lab Mission Page 7,682 7,682Angry Birds Space Feature 6,635 6,635Moon and ISS Image Feature 6,061 6,061Image Gallery Shares ClicksNASA Home Page 73,829 5,1042012: Beginning of the End or Just Another Day? Feature 32,985 61,249NASA TV Main Page 10,436 13,180Image of the Day Gallery 7,913 5,474Curiosity Raw Images Page Image Gallery 5,455 5,136Mars Science Lab Mission Page 7,682 7,682Angry Birds Space Feature 6,635 6,635NASA TV in HD on Ustream 4,722 4,312Blue Marble Feature 4,278 5,43112-21-2012 Just Another Day Podcast 11,936 4,254
  • 31. HTML Pages and Related Files in NASA.gov CMS (as of Dec. 31 each year)Content 700,000Publishing 600,000Publishing has beenfairly steady for thelast four years. Editors 500,000have published about20,000 web pagesand 100,000 400,000associated files eachyear. HTML 300,000 Related Files 200,000 100,000 0 2007 2008 2009 2010 2011 2012 HTML 58,552 163,465 182,248 202,603 220,081 239,229 Related Files 153,120 189,131 305,252 397,052 501,402 601,007
  • 32. History: NASA.gov, 1994-97
  • 33. History: NASA.gov, 1997-2003
  • 34. History: NASA.gov, 2003-07