VISIT ST. PETE/CLEARWATER MONTHLY WEBSITE REPORTING November 2018
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VISIT ST. PETE/CLEARWATER MONTHLY WEBSITE REPORTINGNovember 2018
EXECUTIVE SUMMARY
The monthly Chartio report is available here.
November continued to see nice traffic gains with an increase of 6% (404.1k sessions) year over year. Unique sessions also saw a great bump of 23.5% ( 274.2k). In addition, November saw a fantastic 62% increase in Organic Search Traffic year-over-year, due in large part to the /current-beach-conditions page.
In terms of engagement, we saw some slight decreases. Pageviews were down year-over-year by 9% to 762.7k total. The average site duration decreased by 5% to 1:52 and bounce rate shifted up to 57% site wide. Despite the bounce throughout the site overall seeing a slight increase, the homepage bounce rate had a nice improvement, coming in at 42%.
The top mediums contributing to site traffic and activity includes organic at 64 % of total traffic, paid search at 11.4% and direct traffic at 9.7%. Mobile devices made up 63 % of total visits, followed by desktops at 24%.
The top pages viewed were the /current-beach-conditions, /things-to-do/beaches page and the /events page for November. SIT events such as guide orders saw a 46% decrease from last year to 498 from and newsletter signups down 33% to 106. The top cities in November were Tampa with 48.1k visits, Orlando with 31.9k, and St Pete with 31.8k, each up in comparison to last year.
TAKEAWAYS / NEXT STEPS
o To counter the decreasing SITs, Miles developed a strategy targeting the mid-to low funnel traffic from the FY19 Media buys. We will utilize the Bound Personalization platform to specifically target traffic served via a media campaign, with booking or enews sign up fly-ins and specifically embedded messaging on the page. The new media campaigns are scheduled to begin in January so the first results should start to be seen in the February report. Miles will carefully track these campaigns to pivot if or when it is necessary.
o The proposed email strategy for the upcoming year will be included on a January agenda for team discussion and feedback. Some of the tactics that support this strategy have been thoughtfully selected as they drive engagement and list management.
o Living Waters Film production has been delayed due to uncooperative weather into the new year. Development will start building the foundation of the experience throughout December, which will allow the team to keep progressing and upload finished assets as they’re completed.
o The FY19 Video Strategy is coming together nicely and the Miles team is looking forward to our upcoming discussion on December 20 in St. Pete.
GOOGLE ANALYTICS
Performance (YOY)
o Total Visits: 404,068 5.9%
o Total Unique Visitors: 274,176 23.5%
o Total Page Views: 762,651 9%
o Overall Bounce Rate: 56.89% 61%
o Homepage Bounce Rate: 42.4% 25%
o Time on Site: 111.9 5%
Performance: Last 12 monthsDecember 1, 2017 through November 30, 2018
o Total Traffic/Sessions: 4,980,822
o Unique Visitors: 3,009,911
o Page Views: 10,440,359
o Guide Orders: 498 46%
o Guide Views: 134 60%
o Deal Views: 52 56%
o Newsletter Sign Up: 106 32%
o TripAdvisor Button Clicks: 100 35%
SITS
Performance YOY
SITSTrip PlannerOverall Trip Planner usage year over year is down 69% overall. This seems to be largely due to a very successful
Facebook share from 11/15/17 that was responsible for 427 events.
o Add to Planner: 1,568 29%
o Clicked Toggle Button: 4,129 26%
o Star Click: 24 57%
o Shared Planner: 201 69%
➢ Email: 122 52%
➢ Facebook: 58 11%
➢ Pinterest: 15 3,842%
➢ Twitter: 6 57%
ORGANIC TRAFFIC
SummaryNovember saw a 62% increase in Organic Search Traffic looking year-over-year. This comes with an increase of 2873 Page 1 Keywords over November 2017.
The top 10 organic landing pages for November were:
● www.visitstpeteclearwater.com/current-beach-conditions● www.visitstpeteclearwater.com/profile/cross-bay-ferry/7108● www.visitstpeteclearwater.com/list/holiday-events● www.visitstpeteclearwater.com/event-guide/events-this-week● www.visitstpeteclearwater.com/events● www.visitstpeteclearwater.com● www.visitstpeteclearwater.com/event/holiday-lights-gardens/5412● www.visitstpeteclearwater.com/article/beach-for-every-mood● www.visitstpeteclearwater.com/webcams● www.visitstpeteclearwater.com/list/new-years-eve-events
ORGANIC TRAFFIC
EMAIL PERFORMANCE
Send Date 11/30/18Total Delivered 226,374
Confirmed Opens 17,897
Open Rate 7.9%
Total Unique Clicks 2,684
Total Click Thru Rate
15%
Featured Advertiser Clicks
356
VSPC NOVEMBER 2018 ENEWS STATS
Email Subject: Beach, please! Escape the winter cold now.Featured Advertiser: Sirata
Send Date 11/30/18Total Delivered 226,374
Confirmed Opens 17,897
Open Rate 7.9%
Total Unique Clicks 2,684
Total Click Thru Rate
15%
SponsoredAdvertiser Clicks
68
VSPC NOVEMBER 2018 ENEWS STATS
Email Subject: Beach, please! Escape the winter cold now.Sponsored Advertiser: Tradewinds
Monthly Social Media ReportNovember 2018
YouTube
Engagement
Views
Likes Shares
Minutes watched
John’s Pass Village & Boardwalk
From concept to wall - the making of a vibrant greeting to America’s #1 Beach! ☀️☀️☀️
Artist: Matt McAllister
#LiveAmplified Monthly Social Media Report – November 2018
Subscribers
Views
>> Top Tweet
>> T
op
Po
sts
>> T
op
Po
st>> T
op
Vid
eo
Our Competition
Posts
93,161 270
34,835
301,139
118,859
2.3k 75k+1,038
70,318
1,995
Visit Tampa Bay Visit Orlando
238,933
4
294 1,647
Engagement
Engagement
Engagement Engagement
Followers Followers121,431 138,330
83 3,134
22 336
Tweets per day
Total impressions
Followers
Retweets 32 Likes 129
Re-tweets earned
Re-tweets earned Re-tweets earned
Favorites earned
Video Views
Minutes viewed
Followers
4,707
67,100
N/A N/A
46,700
623 526
568
3 8
24
11
184
Total Impressions
1,333,515
143,832
11,800 195
250,537 Page Likes
Increase from previous month Decrease from previous month No change from previous month
Sugar sand & sunshine > snow ☀️☀️ #Live-Amplified #FirstSnow
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