What happens if I remove 20% of my website?

As I’ve noted, our organization has lost our government contract (they’re taking it in-house). One of the services we provide is that we host a list of approved professionals, the “RASP”. We have several pages on our site on this topic (how to search and how to apply for example), and this accounts for 22% of our landing pages in 2016.

Of all our visitors, 22% start on one of these pages, and while some move to non-RASP related pages, many don’t (these are task-oriented visitors). That’s going to be a significant loss in visitors; but will it impact the rest of our services?

I’m trying to look at our Analytics stats to figure out what we can learn to help new viewers find our website, and to organize and streamline the website. This is part of my Board Report, to show how we will be planning for life beyond the government contract (I also won’t be employed by the much smaller organization, so we want a really streamlined website). So what am I asking from the stats?

  • how do people arrive at our website?
  • what pages do people visit?
  • what pages do people land on?
  • how many people visit the donations pages specifically?

What do we do with those stats once we have them?

  • plan to increase visitors nationally and internationally
  • plan increase visitors from “not Google”
    • Social Media
    • Emails
    • Links on other sites
  • target topics in which to develop or link to more information
  • create targeted GoogleAds

 

This is my starting place: what am I missing?

We’ve got mail

We’ve moved to a new mass email system very recently, replacing an old system that was not being updated anymore by the company. I had advocated for this move, arguing that we’d get better data and that our emails would be sent out faster. I knew I was right, but what a difference! Our last email went out in five minutes instead of eight hours to start with.

The number of subscribers on our email list will go down – and that’s okay.

We’re able to track bounces now, and most importantly, we’ll be able to clean our list regularly of email addresses that don’t exist. It will become a smaller list, but with people who are interested.

Increased awareness

We increased awareness of the Autism Videos @ ACT project this year. Comparing Jan 1- March 10th 2016 to Jan 1- March 10th 2017:

  • 250% increase in videos played (users clicked “play” 3,700 times)
  • 309% increase in video finishes (1,800 users watched to the last frame)
  • 191% increase in the number of hours of videos watched; (users watched 22 days and 7 hours of video)

The old platform was too many clicks,so we replaced that in January with a much simpler platform. I’ve also been increasing marketing through our newsletters and social media, and that’s paid off.

Giving myself a gold star for this one.

 

Facebook is all over the place

It feels to me that our Facebook engagement and reach has steadily risen – more comments, more likes, more attention. In our reports, I mostly report on the number of “likes” we have – it’s easy to measure, it always goes up and people understand it.

Our  average weekly reach (as summarized below), fluctuates wildly, depending on types of posts (anything with Dr. Temple Grandin is popular), what time of year it is, and if I pay to “boost” a post. The reach overall is increasing, as shown in the trend line, which I would expect as our “likes” have doubled in the last two years.

In February, our weekly average reach was 7,000 in Facebook. Facebook sent 299 website sessions (total), which is a fraction of the 9,800 website sessions in February. So is it worth it?

  • If our “likes” increase, can we assume that we are reaching new viewers/users?
  • We clearly “reinforce” our brand (one of the reason we focus on news and training; not inspirational quotes) in Facebook
  • I am still new to conversions, so while I know there were some conversions, I don’t know which of those resulted in event purchases. More to learn!

monthly-fb

 

Survey says…

While I know that our Google Analytics Account tells us so much about our online users, it is only one part of the story.

In the summer of 2016, we put together a survey for our users, with the intention of adding it to our response to the RFP for our operations contract.

We received over 1,000 responses – and this for something we sent out in August. August!

Results were posted on the ACT website, and advertised in our newsletter and Facebook page:

2016 Survey – Results and Analysis