Website Visitor traffic

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Website Visitor traffic

  1. 1. Ian Roddis | Online Services 1 March 2007 Visitor information informing strategic website management
  2. 2. <ul><li>We used to talk about millions of ghosts on the website </li></ul>
  3. 4. <ul><li>Website visitor numbers, conversion rates, flux over time </li></ul>
  4. 5. <ul><li>And then we saw where the ghosts flowed </li></ul>
  5. 6. 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
  6. 7. 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
  7. 8. 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
  8. 9. 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
  9. 10. 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
  10. 11. 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
  11. 12. <ul><li>And over time we built up a picture of visitors and conversions </li></ul>
  12. 15. <ul><li>And then the ghosts became more solid as we observed for 9 months </li></ul>
  13. 16. Single visit visitors, and multiple visit visitors <ul><li>Breaking down visitor behaviour </li></ul><ul><ul><li>those that come once, to one page </li></ul></ul><ul><ul><li>those that come once and look at multiple pages </li></ul></ul><ul><ul><li>those that come lots </li></ul></ul><ul><ul><li>those that come lots and convert </li></ul></ul><ul><ul><li>those that come infrequently </li></ul></ul><ul><li>Over a 9 month period Single Visit Visitors (SVVs) make up 78% of all visitors (= 4.7million visitors) </li></ul><ul><li>The remainder - 1.2million - are Multi Visit Visitors (MVVs) </li></ul>
  14. 17. 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
  15. 18. 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 <ul><li>Single Visit Visitors (SVV) </li></ul><ul><li>Represent approx 80% of OU web visitors </li></ul><ul><li>Proportion is constant over time </li></ul><ul><li>47% see only one page </li></ul><ul><li>Search is the key driver along with direct </li></ul><ul><li>Multiple Visit Visitors (MVV) </li></ul><ul><li>Represent approx 20% of OU web visitors </li></ul><ul><li>20% see one page on 1 st visit </li></ul><ul><li>MVV’s are 66% less likely to use search </li></ul><ul><li>75% of visitors come via direct </li></ul>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
  16. 19. 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 <ul><li>Multi Page Visitors (MPV) </li></ul><ul><li>Likely to view > 10pages </li></ul><ul><li>Average dwell time > 6mins </li></ul><ul><li>3x more likely to use search (top referrer) </li></ul><ul><li>‘ open university’ most popular search term </li></ul><ul><li>>80% of visitors enter via /home or /courses </li></ul><ul><li>>60% of visitors exit via /courses or /sams </li></ul><ul><li>Single Page Visitors (SPV) </li></ul><ul><li>Average dwell time < 6 mins </li></ul><ul><li>Search does not drive majority of SPV </li></ul><ul><li>> 40% of these visits have direct referrer </li></ul><ul><li>For MVV-SPV /home is the most popular entry/exit point </li></ul><ul><li>70% of eMarketing visitors are SPVs </li></ul>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
  17. 20. Glossary for SVV and MVV <ul><li>SVV – single visit visitor </li></ul><ul><li>MVV – multiple visit visitor </li></ul><ul><li>SPV – single page visitor </li></ul><ul><li>MPV – multiple page visitor </li></ul><ul><li>OUCU - % of visitors who have ever signed in </li></ul><ul><li>PRR – prospectus response rate </li></ul><ul><li>RCR – registration conversion rate </li></ul><ul><li>Direct – traffic arriving at the website with no referring URL (eg. typed in or bookmarked) </li></ul><ul><li>Search – included both natural and PPC </li></ul>
  18. 21. <ul><li>And we start to understand activity we control, and that we don’t </li></ul>
  19. 25. <ul><li>Which informs the real estate & activity we manage </li></ul>
  20. 26. Activity and real estate <ul><li>Key information input to marketing activity and new definition of enquirer </li></ul><ul><li>Informs redesign of new Study at OU; prime conversion tool and £120 MILL + course sales </li></ul><ul><li>Supports the VLE pedagogic effect and gives insight to consumer behaviour </li></ul><ul><li>Used in the redevelopment of the next generation intranet (and the use of ECM Documentum) </li></ul><ul><li>Describes (and quantifies) the relationship between sites such as Research, CETLs, faculties </li></ul>
  21. 27. Ian Roddis | Online Services 1 March 2007 Thank you

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