visit st. pete/clearwater monthly website reporting · pinterest: 13 40.91% twitter ... followers...
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VISIT ST. PETE/CLEARWATER MONTHLY WEBSITE REPORTING May 2020
EXECUTIVE SUMMARY
The monthly Chartio report is available here.
● Compared YoY, sessions were down about 18%, however, we see that overall site traffic has jumped tremendously. This is a result of the combination of the COVID Travel Awareness updates, the Brighter Days Contest and beaches reopening.
● The top traffic mediums included organic down 21%, direct traffic up 61.5% and referrals up 121%. Regarding direct traffic, visitors primarily came directly to the contest, travel awareness and webcam pages. Among the huge spike in referrals, 33% of the referral sources were from mobile Facebook visitors. Many of the remaining referrals came from Visit Florida and contest sites driving traffic to the Brighter Days Sweepstakes.
● Pageviews were down 26.5%, but the top viewed pages were the:○ Travel Awareness page - 17% of all pageviews on site ○ Current Beach Conditions page - 5.5% of all pageviews on site○ Webcams page - 5% of all pageviews on site
The Brighter Days Ahead Sweepstakes & confirmation page also made up about 5% of pageviews each. ● Overall SIT performance was similar to SIT performance in May 2019 with the exception of TripAdvisor Clicks
(down 65.5%). DM orders were up 7%, DM views increased 7% and Newsletter Sign-ups were down 14%. However, it’s nice to note that the eNews promo fly-in (MoM % change) spiked up 423.5% from April.
GOOGLE ANALYTICS
TOTAL SITE TRAFFIC, PAGE VIEWS & ENGAGEMENT
Performance (YOY)
o Total Visits: 314,082 17.66%
o Total Unique Visitors: 237,619 19.94%
o Total Page Views: 575,895 26.5%
o Overall Bounce Rate: 49.94% 2.87%
o Time on Site: 101.51 14.45%
TOTAL SITE TRAFFIC, PAGE VIEWS & ENGAGEMENT
Performance: Last 12 months
June 1, 2019 through May 31, 2020
o Total Traffic/Sessions: 4,193,223 15.95%
o Unique Visitors: 2,970,272 11.84%
o Page Views: 8,234,762 16.36%
o DM Orders: 870 7.27%
o DM Views: 519 7.23%
o Deal Views: 142 25.26%
o Newsletter Sign-Up: 78 14.29%
o eNews Promo Fly-in: 89 423.53%
o TripAdvisor Button Clicks: 77 65.47%
SITS
Performance YOY
*eNews Promo Fly-in is a MoM % change - this went live June 2019.
SITSTrip PlannerOverall Trip Planner usage Year over Year is down 36.89% overall.
o Add to Planner: 857 46.97%
o Clicked Toggle Button: 2,652 32.05%
o Star Click: 22 33.33%
o Shared Planner: 82 54.19%
➢ Email: 44 48.84%
➢ Facebook: 20 64.91%
➢ Pinterest: 13 40.91%
➢ Twitter: 5 64.29%
ORGANIC TRAFFIC
SummaryMay saw a 19% decrease in Organic Search Traffic looking year-over-year.
The top 10 organic landing pages for May were:
● /current-beach-conditions● /info/st-peteclearwater-travel-awareness● /webcams● /article/fort-de-soto-park● /info/st-peteclearwater-travel-updates● /article/beach-for-every-mood● /● /article/beach-parking-find-your-spot-sand● /communities/clearwater-beach● /profile/pier-60-clearwater-beach/1570
ORGANIC TRAFFIC
● Traffic is up 132% from the previous month - likely a combination of seasonality and the reopening of beaches in May
● The beach parking page in particular is up ~1700% MoM, indicating that there is a strong interest in traveling to the beach (further than walking/biking distance)
● 6 out of the top 10 search queries for VSPC in the past month are around beach openings/statuses (google search console)
10
EMAIL PERFORMANCE
VSPC May 2020 ENEWS STATSEmail Subject: Sending You Rays of Sunshine and Peaceful SoundsFeatured Partner: N/A
Send Date 4/28/20
Total Delivered 313,708
Confirmed Opens 28,949
Open Rate 9.2%
Total Unique Clicks 2,862
Total Click Thru Rate 0.91%
Opt-Outs 643
VSPC May 2020 ENEWS STATSEmail Subject: Memorial Day Weekends Are Made for the BeachFeatured Partner: N/A
Send Date 5/22/20
Total Delivered 313,162
Confirmed Opens 24,693
Open Rate 7.9%
Total Unique Clicks 2,712
Total Click Thru Rate 0.87%
Opt-Outs 470
Giveaway Sign-upsWebsite Giveaways ending in MayTotal Giveaway Sign-ups for website giveaways and activations: N/A
TAKEAWAYS / NEXT STEPS
To recap, the total page views were only down about 26% YoY in May compared to the 78% decrease YoY in April, which shows that site traffic is climbing. The top pages viewed were still the Travel Awareness page, Travel Updates Page, Current Beach Updates & Conditions and Webcams page. In May, the Travel Awareness page had 53,437 pageviews (39,637 unique pageviews) and just under an average 1:00 time on site.
Overall visitors are still looking to the site as a resource and staying up-to-date on COVID- and travel-related content. Visitors are also engaging in beach conditions content and viewing the webcams. Additionally, as we saw from the uptick in referrals from contest sites and direct traffic, the Brighter Days Ahead sweepstakes page has significantly helped drive site traffic. The sweepstakes page went live after May 15th, so we do expect this to impact a large portion of traffic and pageviews through the end of the contest in July.
As mentioned last month, we are beginning to see strong engagement from the refreshed leisure emails. The first “May eNews” sent on 4/28 had the highest open rate (9.2%) since May 2019 and the Memorial Day Weekend eNews still had a high-than-average open rate (7.9%).
MAY REPORTING HIGHLIGHTS
Visit St. Pete/Clearwater FY20 Digital Media
MAYSEMHIGHLIGHTS
KeyMetrics• 376K+ impressions and 24K+ clicks (down 69% YoY) from 26K
spend (down 48% YoY)
• 36K+ views on YouTube• $0.06 CPV
• 2.6K+ conversions (down 89% YoY)• 1,363 Events pageviews (down 94%) • 1,224 Book now pageviews (up 38%)• 61 Guide orders (down 68%) • 9 Deal views (down 55%) • 8 Newsletter signups (down 68%)• 0 Online VG view (same)
MONTHLY SOCIAL MEDIA REPORTMay
2020
“Ever dream of being on your own deserted island? Well Egmont Key State
Park is the next best thing. Whether it’s adventure or relaxation you seek...”
>> Top Post
4.2K
$3,362.36 61,249 1,247,796 4.91% $2.69 $0.05
13.3K
650
219,948
Engagement
Total Impressions
Likes
Spend Clicks Impressions Click through rate Cost per 1k Cost per click
Shares
3,379,899
271,406 Page Likes
PERFORMANCE SUMMARY
ADS TOTALS
VIDEO PERFORMANCE
Engagement
>>
To
p P
ost
s
Posts Saves
Storiessent
StoryImpressions
Avg. Reach per Story
Followers
NewFollowers
24,468
952
3020%
2,482 1,585
1,615
32
25
#LiveAmplified Monthly Social Media Report – May 2020
Increase from previous month Decrease from previous month No change from previous month
#1 #2
#3
Engagement
52,760
1,1111,11178,81978,819
619619
62
6363
85%85% 104%104% 10%10%
YouTube
Views Likes
Minutes watched
““Bringing the Beach Into Your Home One
Wave at a Time. Sound Up & Relax!”
Subscribers New
Total Views>> T
op V
ideo
202,008 727
855,078
15,374
78,133
273
6.9
>> T
op
Tw
eet
97,209 - 40
27,355
813,852
918 5,402
Engagement Tweets per day
Total impressions
Followers New Followers
30
2
124
Retweets
Comments
Likes
Re-tweets earned Favorites earned
Now this is social distancind gone right!
#LiveAmplified Monthly Social Media Report – May 2020
Increase from previous month Decrease from previous month No change from previous month