Benchmark Performance

JAOU Website
2018 Performance Review
June 01 thru December 31 (v Jan 22 19)
Precision Medicine Initiative, PMI, All of Us, the All of Us logo, and “The Future of Health
Begins with You” are service marks of the U.S. Department of Health and Human Services.

Observations & Findings
Recommendations
❑ Use 2018 and the following preliminary website performance review as a benchmark period.
❑ Define an expanded scope of work, resource allocations and an identified stakeholder sponsor to
further advance this analysis in areas identified and in areas we can go deeper into the data.
❑ Begin applying monthly or quarterly KPI Milestone performance goals to drive overall strategic
execution.
❑ Begin setting up campaign tracking for all consortium partners. Develop a reporting mechanism for
partners to review their own marketing attribution performance measured against national program
impact and influence.
❑ Place greater marketing campaign emphasis on creating site traffic. More aggressively retarget site
visitors for return visits before conversion (expand implementation beyond current email retargeting).
❑ Leverage landing page A/B design testing for multiple objectives including lowering the bounce rate,
with added objectives for improving return visits, content consumption and pageviews.
❑ Adjust the Google default configuration bounce rate. Apply a ‘time out’ formula to better represent a
true bounce based on time on page versus single pageview.
❑ Consider the impact of designing specific culturally correct Spanish landing pages and Spanish content
pages for Hispanic heritage self identification.
❑ Reinforce high visitation content pages with greater site design visibility and site positioning to aid in
the user experience.
❑ Expand the use of co-branded landing pages and consider more Community Partner cobranded
landing pages as a means to have specific campaigns drive traffic to specific user identifiable and
trusted brand landing pages.
❑ Determine which landing pages aid a returning visitor in learning more about the program and
develop CTAs within the site navigation journey path for them to take action. A large amount of
conversions are coming from 12+ site visits which indicates there are users that engage with the
site multiple times before first conversion.
❑ Create additional interior landing pages to vary how users enter the site. As of now most landing
page visits are to the homepage which the data suggests might be suboptimal for first-visit
conversions.
❑ Implement insights from the brand/creative survey leveraging key considerations and insights
into landing page design for optimal multi-demographics targeting, copy and imagery.
❑ Expand email list growth strategy past simple newsletter signups. Create a compelling reason
for users to opt-in and engage with the email campaign to drive visitors back to the site.
❑ Consider varying video and thumbnail preview locations throughout each landing page for our
video content to test for conversion optimization.
❑ Continue to leverage with greater emphasis on advertising retargeting and/or email list growth to
drive traffic back to AOU website. The Return Path for visitors is 50% lower when they have had
no prior exposure to the program.
❑ Improve communication across creative, analytics and development teams to give a more
accurate representation of the entire journey through each channel that drives traffic to the AOU
website.

DRC ENROLLMENT COUNTS
Program Conversion Trend Patterns

Enrollment Count Trendlines Time Period: Jan 01 thru Dec 31 2018
DRC Dataset: as Tracked and Reported by Sage Bionetworks & Scott Sutherland.
Blended DRC Dataset + GA View: 176339261
DRC Enrollment Counts Trending Pattern:
Enrollment data as reported from the DRC reflects moderate
conversion performance with highs and lows per any given month.
We can see as the year came to end, conversion counts weakened
from a previous (5) five month steady growth pattern.
The ‘quality ratio’ has remained steady month over month and is
performing extremely well with an 81 percent overall average.
This affirms that when people make the personal commitment to
create an account, they are following through in high numbers
to complete the Consent process.
It also reveals is that we are securing quality prospects (leads) via
the various marketing channels and program events. In addition,
it’s a good indicator that when candidates arrive at the site and
consider enrollment, they are finding sufficient content to help
make that personal decision.
Furthermore, our Q4 data shows there is a moderate to strong
correlation comparing site visitors vs. enrollment counts (see
chart below). We expect this trend to continue.
Next Step: Marketing and campaign objectives moving forward
should emphasize creating a steady stream of new and return
website traffic.
2018 Roundup Counts
143,810 (Accounts / Registrations Created) ꟷ 118,640 (Consent Completions)
81% (Avg. Consent Rate / Quality Ratio)

Enrollment vs. New User Site Visits Trendlines Time Period: Jun 01 thru Dec 31 2018
DRC Dataset: as Tracked and Reported by Sage Bionetworks & Scott Sutherland.
Blended DRC Dataset + GA View: 176339261
DRC Enrollment Counts Trending Pattern:
Reviewing site visits to enrollment and going one step deeper by
removing returning visitors, there doesn’t appear to be as strong
of a correlation based upon new site visits.
Although the trending pattern is present, when comparing new
versus return visit, new visits have a much less pronounced visit
to enrollment correlation suggesting a large percentage of
enrollments are indeed coming via return visits.
Consents continue to closely map to registrations further
representing when an enrollee commits to making an account,
they move on to the Consent process at an 83 percent quality of
lead ratio.
Compared to a published report by Smart Insights (19 Aug
2018), industry benchmarks for the Health industry sector was
12.3% for the best conversion rate and 2.8% as the median
conversion rate.
https://www.smartinsights.com/ecommerce/ecommerce-
analytics/ecommerce-conversion-rates/
Our own Conversion Rate of 15.6% (based on this time
period view) surpasses the highest industry comparison for
which we have identified to benchmark.
Takeaway Insight: The program is doing extremely well for
conversion rates.
Conversion Rate (Accounts Created divided by New (unique) Users.
Raw Google Analytics user visit counts does not remove traffic from bots, spiders or blacklisted IP addresses. n = 743,899.

SITE TRAFFIC
Acquisition Trend Patterns

Baseline KPIs
Aggregate Baseline Site Visit Metrics:
Site visits continue to show fluctuation month over month with
an overall downward trend pattern after the initial launch. Of the core
tracking metrics, the objective should be to set monthly or
quarterly target goals to ensure consortium marketing efforts are
aligned and optimized for reaching month over month site traffic
growth milestones.
It would also be beneficial to be put into place monthly UTM referral
tracking for all consortium partners so that they may review their own
marketing attribution performance as to the impact on site traffic.
Overall, new users represent the majority of site traffic with
return visitors accounting for 22 percent of all monthly website
traffic.
Sessions, pageviews per user, and average session duration are all
respectable with average pageviews per user increasing over time.
The average Bounce Rate for the time period represented is also
within levels on the low range of similar nonprofit websites (60-75%) -
further representing many new visitors are arriving to find information
and content expected.
Next Step: Moving into 2019, these early 2018 performance
metrics should be used as benchmarks to set track and monitor
core KPI monthly milestone targets.
Time Period: Jun 01 thru Dec 31 2018
Average Session represented in minutes + fractional minutes. Multiply fractional decimal minutes by (6) to convert to seconds.
GA View: 176339261

Website User Visits Traffic
Site Visit Trending Pattern:
Residual influence carried over into June from Launch, but has
since declined.
Ideally, we would like to see a continuing upward trend (even with
modest month over month improvement) as program awareness
grows among the general population. Yet we are actually seeing a
flat monthly trendline pattern for both new and returning users
with the exception of the August anomaly.
Sustaining month over month growth is critical for both user
types.
Our goal should be to place greater emphasis on traffic growth
as one measurable campaign KPI objective (for all partners,
campaigns and channels) ensures we are continually optimizing
content, messages and CTAs for growing program awareness while
enriching our understanding for content and message resonance as
part of the enrollment journey path.
Although not represented here (see next slide series), Bounce Rates
are a leading indicator for understanding site traffic and landing page
content design and influence, (i.e., are our landing pages delivering
on pre-arrival expectations?).
Industry nonprofit benchmarks for similar programs reveal we
essentially have one opportunity (one site visit) to make an
initial impression for a person to decide whether to return and to
act on the call to action.
Next Step: A goal for 2019 should be to leverage landing page
A/B testing to gauge and measure (as one objective) if
simplified landing pages further decrease bounce rates and
how they may impact return visits, content consumption and
deeper site navigation.
Overall, published benchmarks bounce rates for Non-Profits typically range between 60% to 75%.
GA View: 176339261

Bounce Rate + Avg. Session Duration (All Visits)
Bounce Rate + Session Trending Pattern:
When reviewing Bounce Rates and Session Duration, Google’s
default configuration assigns uses single pageview visits for
each of these metrics which may not statistically represent
the real behavior of the AOU site visitor.
The JAoU web design uses expansive content on the primary
landing page, and many first visitors may not navigate beyond
the entrance page. For a first time visitor, this is totally
understandable.
Next Steps: We must determine is how much time in a visit
constitutes a bounce and adjust the bounce rate formula
accordingly. We need to consider what is a bounce? How
should we look at session duration?
This can be achieved by using a ‘time out’ function in minutes
instead of using the standard one ‘pageview’ formula. This will
more accurately represent if site visitors are arriving and finding a
site and content as expected which will aid us in our own site
design and strategic execution.
Over time, we can continue to adjust the bounce rate formula to
better reflect a ‘true’ bounce and a ‘true’ session duration via close
monitoring of the user journey and conversion tracking.
The key benefit will be our ability to better determine if our site
design and the marketing messaging designed to drive traffic to
the site is aligned to user expectations.
Note: Our current average bounce rate for this time period view
and as reported by Google Analytics is within low thresholds for
nonprofit industry averages at 55 percent.
Average Duration represented in minutes + fractional minutes. Multiply fractional decimal minutes by (6) to convert to seconds.
Average Bounce Rate is the percentage of single pageview visits to a website. Average Session Duration is the reported average time a user spends on the website (min/sec).
GA View: 176339261
Clarification note: Google Analytics bounces are counted as single pageview site visits, and Session Duration time calculations
remove bounced users from the session time reported conveying a potentially misleading and inaccurate representation.
Avg. Session Duration for this time period view is 7 minutes & 17 seconds (00:07:17).
Should visitors spending a fair amount of time on the landing page gathering information be considered a bounce?

Bounce Rate + Avg. Session Duration (New Visits)
New Visits Bounce Rate + Session Trending Pattern:
Reviewing New Visitor site traffic patterns measured against
average monthly Bounce Rates and Session Duration, we can
begin to see the nuances when compared to overall user site traffic
averages.
Both Bounce Rate and Session Duration do modestly move in
opposite (negative) directions for new users and as expected
from overall averages when isolated from return user visits.
However, in large part, users are still arriving at the site to find
a site and content they expected. Furthermore, they are
spending a fair amount of time on the site during their first visit
(average session duration).
Next Steps: Define a new bounce rate calculation.
This data view begins to help us define a new Bounce Rate Time
Out formula.
The initial new Bounce Rate formula can be set to an arbitrary time
out time calculation based on an average of monthly averages, or
even a lower time duration consideration based on what we define
as a true bounce (e.g. 90 seconds).
It would be further recommended this process be repeated and
tested over defined time periods to continuously keep the bounce
rate calculation as accurate as possible.
And once a new bounce rate formula is implemented, we can
expect to see our numbers to perform better while giving us a much
truer representation of user site visits both for bounce rate and for
average session duration.
GA View: 176339261
Raw Google Analytics user visit counts does not remove traffic from bots, spiders or blacklisted IP addresses.
Using a Time Out function for reflecting a more accurate Bounce Rate would better represent if a user
is not finding a site and content they were expecting upon arrival.

Bounce Rate + Avg. Session Duration (Return Visits)
Return Visit Bounce Rate + Session Trending Pattern:
The value for reviewing Return Visit traffic patterns is to more
accurately understand how users are engaged upon their second or
subsequent visit.
We can clearly see return visitors’ bounce rates go down and
average session duration goes up significantly over new visit
patterns.
This represents return visitors are navigating to other site
pages and diving into the site content much more frequently
and with much more consideration over first time visitors.
As a new bounce rate formula is considered, adopted and
activated, over time we will continue to have a better picture as to
what is occurring to help steer strategic directions.
Next Steps: As one objective moving forward, we should set
monthly or quarterly milestone goals for reducing bounce
rates and increasing average session duration for both new
and return visits.
This will allow us to continually align and optimize site content /
design as well as to strategically plan campaign activity to sustain a
continuous upward swing in better performing averages.
GA View: 176339261

Top 20 Landing Pages (view 1)
Site Arrival (Landing Page / Non-Bounce) Trending Pattern:
Marketing Campaigns are the main thrust behind creating website
traffic and have been primarily designed to drive traffic to the main
home page on the AOU website. As a result, the Top 2 primary
landing page destinations for new user visits are as expected and are
aligned with the either the English or Spanish home page.
Other campaign and retargeting activity (national and/or local efforts)
may frequently drive traffic to other landing destinations per defined
objectives, e.g. email retargeting with CTA links to ‘Get Started – Sign
Up’, ‘How to Join’, or cobranded campaign efforts, et al.
One observation is the amount of time people are consuming content
upon their arrival to the site and landing page before navigating to
interior pages as part of their overall session visit.
For the home page, new visitors clearly outnumber return visitors.
Trend patterns show new users are spending a reasonable amount
of time consuming content before clicking through to another
page. This suggests they are scanning the page for content and
information of personal appeal without diving too deep into the
page.
It’s also interesting to note the interior landing pages where visitors are
spending the most time on page. Getting Started, How to Join and the
FAQ pages are all in the Top 5 Landing Pages and are prime
destinations for returning visitors and which we can categorize as
visitors moving through the enrollment journey path.
Other significant journey path pages include Program Overview, Who
Can Join, What You Need to Do, and Benefits of Taking Part. All of
which represent content that visitors are placing a high value.
Next Step: This trend reinforces our need for testing lightly
populated content landing pages.
Entrances represent the number of Visits that started on a specific Web page.
GA View: 176339261
Ranked by Entrances: Time measurements are in (minutes / seconds) using base 10 decimals.
Filtered View: This view represents visitors who arrived at the site on a landing page and subsequently navigated into interior pages
for a deeper session and site experience. Approximately 40% of all site visits (bounce - single page visits) have been removed.
(Filtered view: visitors who have not been classified as a bounce.)

Top 20 Landing Pages (view 2)
Site Arrival (Landing Page / Bounce) Trending Pattern:
The AOU Home/Landing Page remains the top destination for visitors
classified as single pageview Bounces.
Since these visits are categorized as Bounces using Google’s default
configuration, we are unable to review time on page or session
duration to determine deeper engagement behaviors.
The key takeaway from this view is the percentage of ‘single
pageview’ return visits to specific pages which reveal what
content is deemed a key consideration and worthy of a return
visit in the enrollment journey path.
An insight comparing the views based on visitor types is the lack
of Spanish language pages in the top rankings.
Next Steps: Consideration is warranted for A/B testing a Spanish
re-design that is specifically representative of the Hispanic
community.
The question that needs to be asked, “are Spanish language visitors
returning to the site to advance in the journey path?” Only one
Spanish language page other than the Spanish home page shows up
in either list in the Top 20.
Does landing page design (and potentially overall Spanish site design)
for Spanish visitors matter for self identification?
Would a Spanish language landing page specifically built for the
Hispanic community perform better? Would greater emphasis on
culturally fitting pages to the Spanish visitor impact return visits,
session duration and ultimately conversion?
Currently, the English and Spanish landing pages and interior content
pages are essentially the same using the same content and visual
images.
Entrances represent the number of Visits that started on a specific Web page. %Exit represents the number of visits who left the site on the page.
GA View: 176339261
11% of all Landing Page visits are for the Spanish landing page. This may represent a much truer representation for Spanish site usage
over the Google Analytics reporting based on user language demographics.
(Filtered view: visitors who have been classified as a bounce.) Time Period: Jun 01 thru Dec 31 2018
Ranked by Entrances
v
v
v

Top 10 Content (Interior) Pages
Top Content Pages Trending Pattern:
Removing the primary landing pages we can begin to see which
pages and content is being valued most after arriving at the site and
upon a return visit.
A clear observation is much of this content is largely being
consumed by return visitors. This represents a logical and natural
user journey conversion path for gathering more information after
initial program awareness and first site visit.
It further reinforces that it is imperative for us to get first time
visitors to return to the website to move candidates through the
enrollment journey path.
Another observation when reviewing the exit rate percentage for each
content page is that individual pages are part of a larger user
session. This is verification that visitors are navigating deeper
into the site for greater program information as part of their
personal enrollment consideration.
One last observation is that visitors are spending the most time on
the ‘Get Started – Sign Up’ page with an average reported time
spent at 6 minutes, 20 seconds. But it’s unclear as the limited ‘on-
page’ content doesn’t necessarily warrant such time averages.
Next Steps: A design objective should be to reinforce high traffic
content pages via prominent site design profiling and positioning
within the overall user experience. And beyond site design, these
pages with high visitation afford opportunities to disseminate verified
valued content and messaging across all active campaigns.
There may also be a Google Analytics nuance associated with default
configurations, which we will need to investigate further. For the near
term, it’s advised that all GA time metrics be used only as a single and
not exclusive benchmark to gauge differentials aligned with assorted
metric views.
GA View: 176339261 Average Time on Page represented in minutes + fractional minutes. Multiply fractional decimal minutes by (60) to convert to seconds.
Ranked by Pageviews
Of note, Privacy Safeguards do not show up in this list. It may indicate ‘privacy’ is not as big of a concern for enrollees as we originally believed
and as we launched the program.

CHANNEL & CAMPAIGN
Attribution Trend Patterns

Attribution Tracking Disclaimer
The current Google Analytics setup does not allow us to track site traffic and/or conversion attribution with a high degree of confidence.
Unresolved technical problems associated with UTM links, the lack of consistent UTM use overall among all partners, and reliability issues
surrounding Goal Setup and tracking within Google Analytics limits our ability to analyze traffic and conversion attribution with accuracy.
As a result, we can provide only limited preliminary Google Analytic views based on traffic and conversion patterns which we have verified are
significantly underreported across all campaign activity. This also limits our ability to track and analyze the user journey accurately via
attribution throughout the site.
Therefore, the analytic views to follow are limited in scope and should be reviewed with caution without any assurances they accurately reflect
the true nature of site performance. We advise that the results presented within this section for attribution should only be used as a
representation and are not qualified counts. However, there may be opportunities to use these views as a single benchmark going forward.
Steps are being applied to correct this in 2019. It is proposed we set up a task force to address all open areas for improvement with Google
Analytics, and to re-review the UTM tagging process and implementation which requires cooperation and collaboration among various
stakeholders. We are optimistic we can resolve open issues and have much cleaner and more accurate attribution reporting within the next
several months.

Goal Tracking Attribution (Google Analytics)
Goal Setup (GA) Attribution Trending Pattern:
Goal Setup and Conversion counts from within Google Analytics
is under reporting. Therefore, our review of attribution reporting will
not reflect actual confirmed counts.
As one example, we can clearly see Display media is being under
reported by thousands. A data verification of the DRC data reveals
GA Goal conversion counts for accounts and completions are
under reported by as much as 20 percent.
This is the problem the program continues to face. As such, Google
Analytics for Goal Conversions can only be used as one reporting tool
to loosely gauge performance across the site.
Next Step: Going forward, we will need to augment the Google
reporting where possible with other marketing reporting
platforms in use and other tools coming online, and when
marketing pixels have been reinstated which we have a greater
degree of confidence.
GA View: 176339261
Accounts Created
Channel Attribution

Traffic Attribution (Default Channels)
Default Channel Traffic Attribution Trending Pattern:
A word of caution regarding Google Analytics and Default Channel
attribution reporting.
There are default configuration nuances associated for how
Google Analytics arbitrarily applies channel attribution. As a
result, the current UTM tagging and lack of tagging in place
across many partner marketing campaigns creates a slightly
different picture for results by over reporting and under reporting
channel attribution results.
To take this into consideration, we conducted a data grooming
exercise for the last six months. The net result is that we determined
the GA reporting is close enough to use as an approximate, single
benchmark with the understanding actual counts may vary by channel
with some channel counts impacted more than others.
After data grooming, Direct and Display Advertising + Paid Social are
the leading channels for site traffic attribution. Of note, Organic Social
is surprisingly representing a much smaller part of overall traffic
acquisition.
Email, as a channel of site traffic influence, is on the lower end of the
acquisition scale.
Organic Search is consistent, but minimal indicating mass awareness
among the general population has yet to reach critical mass.
The Other category, when the data is properly groomed and with
proper attribution assigned using source/medium parameters is
marginal as expected.
Next Step: Referral traffic as reported from Google Analytics
needs to be reviewed and then corrected for improper channel
assignment for online domains that are likely display advertising
clicks which are missing associated UTM parameters.
DirectTrafficattributionincludes anyuserswhoclickeddirectlytothesiteaswellasallunknownsourcetraffic.The‘Other’distinctionisthatuserssessionsdonotmatchanychanneldescription.
GA View: 176339261
744,354
Site Visits
-------------
100%
Overall Site
Traffic
Attribution
-------------
66,615
Account
Conversions

Traffic Attribution (National Marketing)
Marketing Campaigns Traffic Attribution Trending Pattern:
National media is the leading campaign and channel of influence
for national marketing campaigns.
The media buy has been active since launch and runs across display
and includes social media (primarily Facebook and Instagram), with
continuing assorted testing across other online channel outlets.
Cobranded media is also a part of the national media buy and
supports the local HPOs and Consortiums. It runs in tandem with the
national campaign to complement overall program awareness and site
traffic media trends.
A consideration to keep in mind and which would change this
campaign view is the national media traffic and attribution which is
currently being assigned to Referral traffic by Google Analytics.
When reviewing email retargeting attribution for site traffic, newsletter
CTAs play a vital, albeit smaller role for return visits.
Visibility into social media attribution at the national level is limited
based on the absence of a tagging process.
Next Step: The net impact of this view is that much of the
national campaign activity is being improperly reported by
Google Analytics. In 2019, we must change this practice for
better, cleaner reporting and analysis.
GA View: 176339261
224,641
Site Visits
-------------
30%
Overall Site
Traffic
Attribution
-------------
688
Account
Conversions
Campaign Channel Traffic Acquisition Acct Conversions
National Media 113,446 130
Cobranded Media 67,135 28
Email Retargeting 43,923 528
Organic Social 137 2

Traffic Attribution (DV Partners) Time Period: Jun 01 thru Dec 31 2018
GA View: 176339261
141,420
Site Visits
-------------
19%
Overall Site
Traffic Attribution
-------------
2,089
Account
Conversions
DV Partner Traffic Attribution Trending Pattern:
Upon reviewing DV Partner attribution, three DV partners are
accounting for most of the new site traffic among all DV
Partners.
WebMD, Blue Cross / Blue Shield and Walgreens all have active
monthly campaigns across varying channels. As detailed on the
next slide, media and paid social constitute the channels for most
influence for attributed site traffic.
The San Diego Blood Bank, the MEA Journey Bus Tour and the
Scripps managed Media Planet campaign account for the
remaining DV Partner attributed visits.
Next Step: Journey Bus Road Exhibit attribution still needs
deeper consideration for how best we track attribution both
from on-site kiosks and after the initial in-person engagement.
DV Partner Traffic Acquisition Acct Conversions
WebMD 58,896 840
BCBSA 40,593 14
Walgreens 35,371 27
BCBSA Regence 2,463 1
SDBB 1,879 479
MEA – Journey Bus 1,209 477
MediaPlanet 1,007 251
CBCC 0

Traffic Attribution (DV Channels) Time Period: Jun 01 thru Dec 31 2018
GA View: 176339261
Marketing Campaigns Attribution Traffic Trending Pattern:
In aggregate across DV Partners, we can see display media
and paid social advertising are the biggest traffic creation
channels for site visits.
Email to date has been used sparingly, but with the notation the
San Diego Blood Bank uses it almost exclusively as their primary
communications channel.
Other channel traffic including Referral backlink traffic from Partner
websites are having small influence in a complementary role. Of
note, organic social media is not currently a major focus of any
partner.
Next Step: Implement a comprehensive tagging effort for all
partner campaigns for deeper and more accurate analysis.
Campaign Channel Traffic Acquisition Acct Conversions
Display Advertising 87,770 109
Paid Social Media 38,360 47
Referral Backlinks 7,631 660
Email 7,592 1,271
Organic Social 67 2

HPO Campaign Traffic Attribution Trending Pattern:
Overall in aggregate, HPO Consortiums are having much less
influence on site traffic compared to DV Partners.
We can clearly see the standouts, i.e., New England, TACH, Arizona-
Banner and Wisconsin. However, what these early results reveal is
the need for more awareness campaigns and marketing support
driving traffic to the HPO landing pages to maximize site visits and
enrollments in each of the HPO Consortium regions.
Next Steps: All HPO traffic attribution is currently identified by
Google Analytics as Referral traffic. Plans are underway to begin
working with each HPO Consortium for applying tracking codes
to their marketing efforts. In the coming months, we should start
to be able to track HPO activities and attribution much closer.
Traffic Attribution (HPO Consortiums) Time Period: Jun 01 thru Dec 31 2018
GA View: 176339261
39,213
Site Visits
-------------
5%
Overall Site
Traffic
Attribution
-------------
7,702
Account
Conversions
HPO Partner Traffic Acquisition Acct Conversions
New England 9,357 490
TACH 5,468 2,848
Arizona-Banner 3,204 1,763
Wisconsin 3,205 717
Pennsylvania 2,631 898
Illinois (IPMC) 1,999 603
California 1,202 96
New York 900 134
Southern 623 89
Southeast 466 60
Jackson-Hinds 78 4
HRHCare 4 0
Cherokee Health 1 0
Attributable Conversion Counts

Traffic Attribution (Community Partners) Time Period: Jun 01 thru Dec 31 2018
GA View: 176339261
Community Partner Traffic Attribution Trending Pattern:
Community Partner influence is minimal on site traffic. The
standouts include the San Francisco General Hospital
Foundation (SFGHF), the National Alliance for Hispanic Health
(NAHH), and the WBRC.
Most of the current traffic attribution is identified by Google Analytics
as Referral traffic, with social media being experimented with at some
levels. Other channels show up in the mix, but account for less than
one percent of the total traffic attribution.
Next Steps: Near-term, we will engage this group with our new
UTM tracking process as it is readied in early 2019. Another
consideration may be more Community Partner landing pages,
which can be the prime landing destination for all partner
marketing campaign activities.
32,631
Site Visits
-------------
4%
Overall Site
Traffic
Attribution
-------------
252
Account
Conversions

NIH Support Traffic Attribution Trending Pattern:
NIH support is being realized for site traffic and conversions via
it’s digital online properties. Although representing a small
percentage of overall site traffic, the visits coming from the NIH are
consistent month over month.
Of note, we can see the Director’s Blog is having minimal impact on
return traffic back to the JAOU website.
Potentially one of the problems, is that on frequent occasions, marketing
campaigns may be sending traffic to the NIH.gov site to view the
Director’s Blog videos (and possibly other content). Ideally, all
marketing campaign traffic should be directed to the JAOU website.
Where possible it is a best practice to keep user clicks to a minimum to
get users to the JAOU website.
Next Steps: Moving ahead, we should begin scrutinizing much
more closely as to where AOU specific marketing is sending site
visitors.
Monitoring the NIH backlink traffic flow will help us identify which
marketing campaigns are reversing the user path, which we can
then address individually with the campaign owners.
Traffic Attribution (NIH Support) Time Period: Jun 01 thru Dec 31 2018
GA View: 176339261
37,682
Site Visits
-------------
5%
Overall Site
Traffic
Attribution
-------------
5,363
Account
Conversions

Traffic Attribution (Unspecified Campaigns)
Unspecified Campaign Traffic Attribution Trending Pattern:
A fair amount of monthly website traffic and conversions are not
attributable due to the lack of proper campaign tagging. Although
these monthly totals may not be large, when we factor in other non-
attributable Direct and Referral traffic, the representation becomes
much bigger.
Of note, Social Media is most impacted here. And our own national
social media efforts are likely not being given credit for the influence
they are creating.
Next Steps: There is a need to work more closely with various
partners to implement better tracking through the use of a
renewed UTM tagging effort.
GA View: 176339261
Unattributable Conversion Counts
21,838
Site Visits
-------------
3%
Overall Site
Traffic
Attribution
-------------
1,330
Account
Conversions

USER ATTRIBUTES
Visitor Characteristics Trend Patterns

Language Use Traffic Patterns
Language Use Trending Pattern:
Spanish language use as reported by Google Analytics
(and which can be used as one benchmark) is not
growing.
A consideration is whether there are sufficient and sustaining
campaigns designed for the Hispanic audience to grow site
traffic and participation.
Next Steps: Across all marketing touchpoints, more
native language campaigns need to be executed. And
ideally, campaigns should be executed as a continuous
targeted effort without starts and stops to reach high
Hispanic population regions across the country.
As another consideration, our discussion surrounding a
strategic Spanish site redesign direction may enhance the
Hispanic user experience complete with language and visual
imagery speaking directly to the targeted audience.
GA View: 176339261
Spanish Visits by State Region
Google Analytics language visit counts are based on user browser settings and the use of cookies. Inaccuracies do exist. n=758,007.
Landing Page analysis suggest 11% of all Landing Page visits are for the Spanish landing page. This may represent a much truer
representation for Spanish site usage over the Google Analytics reporting based on user language demographics.
English,
95%
Spanish
, 5%

Gender + Age Visit Traffic Patterns
Gender + Age Visit Identification Trending Pattern:
There are inherent limitations for collecting aggregate
demographics from within Google Analytics. The data
views we can collect represent a very small percentage of
overall site traffic and should not be used to make strategic
directional decisions. Google heavily samples this data from
a very small percentage of site traffic (typically less than 10
percent.)
Next Step: Plans are to reinstate a DMP platform, which
will give us greater insights and accuracy into site
visitor demographics.
Data View
Limitations
16,010
Site Visits
-------------
2%
Time Period
Site Traffic
Attribution
-------------
15
States
Represented
GA View: 176339261
Google Analytics heavily sampled user demographic visit counts. n=16,010.

Geographic Visit Conversion Patterns (Top 25 States)
Geographic Trending Pattern:
There is an identified trend which may have correlation
with HPO regional presences and active campaigns
underway in those regions, including national cobranded
media.
Virginia in isolation, as part of the Capital beltway area, could
be influenced by its proximity of program stakeholders.
Washington state site traffic is influenced by both BCBSA
and Washington University which have active campaigns.
When reviewing average site performance metrics across all
50 states and the District of Columbia, the Top 15 states
surpass the mean averages.
Of special note, Arizona leads all states across all
benchmark metrics with an excellent 3.1 pageviews per
session and with an 13 min / 15 sec average session
duration.
Next Step: Create some ideation from the limited insights
as to how we might be able to tailor content aligned with
specific regional populations.
GA View: 176339261
Ranked by Conversion Rate (Accounts Created divided by New (unique) Users.
Raw Google Analytics user visit counts does not remove traffic from bots, spiders or blacklisted IP addresses. n=749,237.

Geographic Website Visit Traffic Patterns
State Region Site Visit Trending Pattern:
From the table presented from the previous slide, the Top 15
states ranked by site traffic are all states where there is an
HPO presence.
In support of the HPOs, the National Media Campaign has
active regional media campaigns running which can be one
leading influencer for creating site traffic levels.
Next Step: Continue monitoring for insights.
GA View: 176339261
Raw Google Analytics user visit counts does not remove traffic from bots, spiders or blacklisted IP addresses. n=749,237.
State of Texas Site Visit Traffic
(Campaign Review Trendline)
Houston Campaign

Geographic Conversion (Account) Patterns
State Region Site Visit Trending Pattern:
Also from the geographic table presented (slide 29), the
Top 15 states ranked by number of Accounts Created
conversions align with site traffic and are where we
have an HPO presence.
The National Media Campaign in regional HPO
geographies are influencing both site traffic and
conversions.
Next Step: Continue monitoring for insights.
GA View: 176339261
Google Analytics Goal Conversion attribution counts. Conversion count: 66,281. n=749,237.
State of Texas Conversion Attribution
(Campaign Review Trendline)
Houston
Campaign

CONTENT ENGAGEMENTS
Site Visitor Trend Patterns

Top Bounce Pages Review
Top Bounce Pages:
Reviewing all pages, the bounce rates are highest for the
main homepage, which also accounts for the majority of
traffic to the site. This is an expected result.
Specific alternative landing pages such as the San Francisco
General Hospital Foundation landing page has a much
higher bounce rate.
Usually, a high bounce rate is a sign that users are not
arriving at a site they expected or content which is helpful.
Next Steps: A deeper analysis is warranted to
understand the leading causes of our bounce rate and
how we can improve bounce rates overall.
A starting point is analyzing pages where bounces occur and
how people arrived at the page via traffic and campaign
attribution.
Once we identify the source of bounce traffic, an analysis of
the preceding touchpoints is required to determine whether
messaging, style and imagery were consistent at each
touchpoint and aligned with the content on the page.
GA View: 176339261

Newsletter Subscribe Activity
Newsletter Signup Event Flow Mapping:
Emails have had a sizable impact on conversion and the
DV journey.
• The current email list size is approximately 166K.
• 449 Account Creations can be attributed from email
communications and from the limited view available.
• Within this small sample, 13.3% of all site visitors that
sign up for the newsletter continue on to create an
account.
• We can confidently see in the data Newsletter Signup
activity can be linked to conversion activity.
Next Step: Return visitors should be engaged with an
offer for Newsletter opt-in (sign up) which would allow us
to nurture the lead to Account Creation.
Note: Data views are based on a Google Analytics sample of
8.98% of total interactions on the site. Some data may be
unavailable due to constraints between Digital Marketing
Protocol’s restrictions against cross-site tracking.
Newsletter Signup Event Flow is a representation of events in Google Analytics that contribute to conversion.

Video Average View Duration & Traffic Sources
Video Average View Duration:
Most of the video traffic inside of YouTube’s analytics came
from native advertising. The rest were site driven with a small
minority of traffic coming through suggested videos or
YouTube search. When considering content that falls outside
of the consent process there are videos that rose to the top.
Other top videos that filter out consent videos include:
• All of Us Anthem
• What is All of Us?
• Why All of Us? Why Now?
• Mayo Clinic Biobank
• A conversation with Bill Gates
• The Dish | Update on All of Us’s Genomics Plan
Next Steps: For future content considering how new
landing page strategies may be enhanced with video
content and utilizing existing content throughout parts of
the journey.
GA View: 176339261

Video: Impact on Sign Ups/Events
Video Event Flow Mapping:
Video appears to be a major step in the journey to Login
and Signup events on the JAOU site. From the sample
taken below 22.7% of all traffic watched a video on the
site that led to Logins and Sign Ups.
It’s not clear whether these events occur only as a component
of the website design. For example, a video Call To Action can
influence the clickthrough rate of a particular campaign
because they are either at the top of the landing page or are
required to advance forward in the process
Next Steps: Consider placing video buttons and
thumbnail previews throughout each landing page to test
for conversion optimization.
Video Event Flow is a representation of events in Google Analytics that contribute to conversion.

Top Landing Page Social Shares Pages
Landing Pages Social Shares:
Facebook and Twitter lead the referrals for Social Activity on
the AOU website. A majority of the backlinking clicks are
linked to the main landing pages, All of Us Journey, Getting
Started and direct links to the Prevent Health Disparities video.
Next Step: Develop a formal backlinking strategy by
channel purpose and use and implement it across each
owned social media profile to stimulate more traffic to the
AOU website.
Measure and optimize based on monthly performance.
GA View: 176339261

CONVERSION PATHS
User Journey Behavior Trend Patterns

Customer Journey
Customer Journey:
In the case of supporting the DV journey we must consider the
complex multi-stage customer journey that JAOU prospects
and participants flow through to completion.
With our current and future analysis we will recommend the
strengthening of steps which will contribute to additional
retargeting efforts.
The visual flow includes representations of the typical journey onto the site.
consideration account consent referral
awareness
PR
Radio/TV/Print
Online Ads
Social
Email
Website
Portal
FAQ
Newsletter

Top Landing Page URLs for Conversion
Top Landing Pages for Conversion:
Most site traffic arrives first on the homepage then is driven
through the conversion path to Account Creation. 49.16% of
conversions occur this way.
13.19% of site traffic arrives at the Get Started page before
moving through to Account Creation.
GA View: 176339261

Program vs. Industry Standard Conversion Rates
Program vs. Industry Standard Conversion Rates:
Based on our Program Conversion Rate of 11% from 600,000
unique visitors and 66,000 sign up conversions we are above
the non-profit Industry Standard of 2%.
Source: MarketingSherpa Website Optimization Benchmark Survey
11%
Program
Conversion
Rate
-------------
2%
Industry
Non-Profit
Conversion
Rate

Conversion Journey Paths: Direct Attribution
Conversion Journey Paths:
The report shown is generated from conversion paths, the
sequences of interactions (i.e., clicks/referrals from channels)
that led up to each conversion and transaction.
Direct traffic is normally attributed to a user manually typing
the site URL into their browser to arrive at the site. When we
factor in the known issues with analytics implementation these
visits are from an unknown source.
These may be visits that arrived to the site from advertising
campaigns or other referral sources.
GA View: 176339261

Conversion Journey Paths: Email Attribution
Email is a growing and viable part of the site growth strategy
since it is responsible for leading visitors back to the site. In
the cases recorded here the users first signed up for the JAOU
newsletter before returning to the site to create an account.
GA View: 176339261

Conversion Journey Paths: Social Media Attribution
Social network activity in this sample timeframe have led to
conversions and in many cases make up the overall journey
path that a user goes through.
GA View: 176339261

Conversion Journey Paths: Search Attribution
Organic Search traffic may account for portions of the journey
that began through prior education of the program or
awareness of JAOU from media.
GA View: 176339261

Account Creation & Time Lag Conversions
Account Creation Time Lag Conversions:
Out of 69,142 Account Creation events 61.16% of those had
no prior recorded sessions as determined by Google
Analytics.
20,715 Account Creation events occurred 12+ days after the
first interaction. That behavior indicates either successful
advertising retargeting or effective customer journey path
behavior back to the JAOU site for conversions.
To measure the ROI of our content marketing or social media
marketing campaigns, we’ll have to look at the entire
conversion paths with multiple sessions, as opposed to the
contribution of a single channel with a single session.
Time Lag is the number of days it takes for your visitors to complete the final conversion after their first interaction.

Consent Complete & Time Lag Conversions
Consent Complete Time Lag Conversions:
Out of 51,989 Account Creation events 54.59% of those had
no prior recorded sessions as determined by Google
Analytics.
17,989 Account Creation events occurred 12+ days after the
first interaction. That behavior indicates either successful
advertising retargeting or effective customer journey path
behavior back to the JAOU site for conversions.
To measure the ROI of our content marketing or social media
marketing campaigns, we’ll have to look at the entire
conversion paths with multiple sessions, as opposed to the
contribution of a single channel with a single session.
Time Lag is the number of days it takes for your visitors to complete the final conversion after their first interaction.

Additional Notes
It should be noted that much of the information contained within comes from Google Analytics. The platform may not be as accurate as we would like for tracking
users and attribution. However, the data sampling collected and the views built on this data can be used as a valid representation for identifying traffic pattern trends
without using the numbers presented as absolute.
As a result, there may be missing data points we simply can not collect, or data points that are not as accurate as we would like based on this consideration.
Part of the problem is that user data can not currently be exported from Google Analytics with applied filters that have been set up in the platform, and which removes
traffic from bots, spiders or blacklisted IP addresses. Therefore, the raw data we are using is all inconclusive including all hits to the website. In addition, lingering
technical issues exists associated with UTM tracking where UTM user link association beyond a visitor landing on the site does not remain linked to the user
throughout their sessions. This may prevent us (or creates limited visibility) into tracking aggregate attribution of users through the holistic website experience and
ultimately through to goal conversions and post conversion.
The Wondros analytics team will continue to work with Vibrent to identify and resolve open Google Analytics issues and to work with more accurate data, but to date
there may remain limited abilities to collect comprehensive and accurate website performance data for a more detailed analysis.
It should also be noted this is a first preliminary review and more work is forthcoming with plans to dig deeper into the data for a more expansive review in the coming
weeks and months.

Benchmark Performance

Recommended

Recommended

More Related Content

Similar to Benchmark Performance

Similar to Benchmark Performance (20)

More from Daniel McKean

More from Daniel McKean (20)

Recently uploaded

Recently uploaded (20)

Benchmark Performance