WEEK ENDED 9/3/2011
KYLE B J ORDAN
N D O V A N G O
9 8 1 2 L I B E R T Y R D
R A N D A L L S T O W N, M D 2 1 1
MARKETI NG WEEKLY REP
WEEK ENDED 9/3/2011
Page visits this week were slightly below average. The Labor Day weekend should see
consumers spending more time on their com
puters, attempting to complete to
however. This phenomenon should boost our page visit count for next week.
Too many visitors to the Site do not spend enough time on the Site to be able to gather
contact information, or learn about our products a
nd services. Tweaking the SEO
keywords should attract more visitors that fit our target demographic, which should, in
turn, increase the amount of time that visitors stay on the Site.
Traffic source analysis shows that more visitors this week were part of
target demographic than the average from last month. Work will continue to further
improve this area.
Direct leads cannot yet be tracked, as we do not yet have the historical data to provide
any reasonable correlation to actions taken.
This report is intended to give an overview of analytical data concerning
. This data includes, but is not limited to, page visits, visitor
uniqueness, and average time
spent on site, among other things.
This data is presented in order to
provide a perspective into the efficacy and efficiency of online advertisement and the cost
effectiveness of these advertisements.
In most cases, though there is an abundance of data av
ailable concerning visitors to the Site, this
data cannot be directly related to any specific lead, nor to the existence of a lead. For example,
though the data will show that a person visited the Site, we have no way to know whether that
Windo VanGo as a result of that Site visit. Because of this, we must make
assumptions that the Site data is directly related to leads. For example, though we know that not
every visitor to the Site will turn into a lead, we can assume that, perhaps, 5% of
transform into a lead. These assumptions must be made in order to give meaning to the data, which
then allows us to measure the effectiveness of online advertisement.
PAGE VISITS & VISITO
For this week, we are slightly under our
average number of
visitors. Whereas the month of
August saw an average count of 30 Site visits per day, this week’s average is approximately 20 visits
per day. Although this is a bit disappointing, I am confident that the Labor Day weekend will
ase next week’s average Site views to make up for this week’s lag.
This week, 89% of visitors to the site were unique, meaning that these visitors had never seen the
Site before. This number is improved from August’s number of 84%. Having reached a higher
percentage of unique consumers means that our brand name and contact information was seen by a
wider spread of people than that which we normally see.
For this section, we can break down Site visit lengths into two overarching categories: visi
length shorter than ten seconds, and visits of length longer than ten seconds. We make this
distinction because we can assume that visitors that stay only ten seconds or fewer on the Site only
have time enough to recognize the general theme of the Si
te, which implies that these visitors have
reached the page in error.
The percentage of visitors of length shorter than ten seconds this week is consistent to the
month of August at 57%. Though this number has not changed recently,
it is still a rather hi
percentage. We can attempt to reduce this ratio by tweaking the search engine optimization (SEO)
keywords present on the Site to attract an audience that better fits Windo VanGo’s target
The three primary sources of Site tr
affic are direct URL entry, referral by third party website, and
search engine link. Direct URL entry traffic comes from people who enter
directly into their browser. Visits from this traf
fic source imply that
visitors have been exposed to traditional advertisements in some way. Referrals by third party
websites are gained when a visitor is directed to our website from another website. These visitors
usually land on our Site by way of Inter
net advertisements, business listings on sites such as Google
Places, or referring sites such as hunterdouglas.com, though Google advertisements contribute
towards search engine link traffic rather than third party referral traffic. Search engine link traf
attained when a person enters a search term into a search website, and clicks through a link to our
Site from the natural search results.
This week saw the percentage of direct traffic to total traffic drop from August’s average of 10%
to 9%. This
implies either that traditional marketing efforts were not as effective this week as they
were last month, or that online marketing efforts have been more effective in comparison.
Referral traffic as a percentage of total traffic also dropped this week, t
hough much more
dramatically, from 7% to 2%. This drop was to be expected, as the past few weeks have been used to
. This action was taken in an effort to improve visit time for
traffic from search engine
Search engine traffic this week increase from 83% of total traffic in August to 89% of total
In particular, traffic from paid advertisements on search engine sites increased from 55% of
total visits to 63% of total visits.
onfirms that improvement of advertisement
keywords in the past few weeks was effective in bringing more visitors from Windo VanGo’s target
Although most analytical data cannot be directly related to leads, we are able to track how
visitors reached the page asking for contact information. Although not all visitors to reach this
particular page fill out the form, we can assume that a much higher percentage of visitors who reach
this page turn into leads in the future than visito
rs who land on any other page of the Site.
Unfortunately, this tracking mechanism was only set up at the beginning of last week. While the
data shows that 9 visitors reached the contact form page, we do not have any historical data to make
between this number and any actions that may have been taken.