Web Analytics Lessons FromShanghaiPRIDE 2014

Overview

• ShanghaiPRIDE and shpride.com• Mobile First, Desktop First• Website Content• Traffic Sources

About ShanghaiPRIDE

• Raise awareness and visibility of LGBT community in China

• Increase acceptance and tolerance

• Annual week-long event since 2009• Run by ~20 core organizers

shpride.com

• Wordpress-based• Custom plugins• Custom responsive

template

Analytics

• First time collecting analytics

• Used Google Analytics because it was easy

• Recorded 39 000 sessions in 4 weeks

05/30 06/06 06/13 06/20 06/27 07/04 07/110

1000

2000

3000

Prid

e be

gins

Prid

e en

ds

Sessions

MOBILE FIRSTDESKTOP FIRST

Sessions

27,411

10,892

1,530

Mobile Desktop Tablet

Before/During Pride

After Pride

Mobile != Desktop

Bounce Rate0%

25%

50%

75%

100%

Mobile DesktopTablet

Pages / Session0

1

2

3

4

Mobile DesktopTablet

Sessions by Browser

Android BrowserSafari (iOS)ChromeSafari (OSX)Internet ExplorerFirefoxUC BrowserMaxthonOperaOpera Mini

Browser Version Breakdown

Internet Explorer

11 10 98 7 6

Chrome

35 33 31 3029 28 21 4

Android Browser

4 4.2 4.1 2.x1.6 1.5 1

Top 5 Visited Pages SizePage Average Load Time Size 2G Load Time

/pride2014 11.5 s 0.8 MB 2 min

/ 30.3 s 2.3 MB 6.5 min

/?lang=en 12.83 s 2.3 MB 6.5 min

/pride6events 7.85 s 0.5 MB 1 min

/event/2014-opening-party 8.93 s 0.6 MB 1.5 min

Key Takeaways

• Mobile needs prioritization• Can use newer web technologies• Google Analytics increases page load

time, need to find alternative

WEBSITE CONTENT

Browser Locale Code

Chinese English German French Japanese

Landing PagesPage Page Views

/pride2014/ 21308

/ 7235

/?lang=en 3767

/pride6events/ 638

/event/2014-opening-party 609

/event/2014-film-week 262

/event/2014-film-week/?lang=en 257

/pride6events/?lang=en 256

/event/2014-pride-run/?lang=en 204/pride6events/?from=timeline&isappinstalled=0 193

FromFacebook

All PagesPage Page Views

/pride2014 25407

/ 15757

/pride6events 5449

/event/2014-opening-party 3546

/event/2014-film-week 3049

/photos 2581

/event/2014-pride-run 1885/event/2014-art-exhibition-love-health 1694

/event/2014-story-telling 1227

/event/2014-closing-party 1210

/volunteer 995

/event/2014-cock 963

/sponsors2014 731

Page Page Views/event/2014-theatre-play-rendezvous/ 725

/event/2014/ladies-party 669

/event/2014-trivia-night 563/event/2014-theatre-play-izzie-irving/ 453

/beneficiaries2014 436

/event/2014-ladies-party 341

/press 337

/outreach 329

/page/2/ 323/event/2014-panel-discussion-love-and-beyond/ 259

… …

/event/test-film/ 42

Broken Links

Changing blog dates changes theURL causes broken links

Key Takeaways

• Bilingual is critical to site success• Should do more to promote sponsors• Consider “year-less” pages for sponsors,

beneficiaries• Develop way to advertise on main blog

without changing URL

TRAFFIC SOURCE

ReferalsSource Referals

baidu 3685

google 1789

utopia-asia 709

m.baidu.com 418

so.com 252

yahoo 223

bing 220

douban.com 217

smarthshanghai.com 185

mh.manhunt.net 166

fridae.asia 163

facebook.com 123

Source Referals

weibo.com 118

m.sa.sm.cn 101

shanghiist.com 90

danlan.com 86

sogou 79

cityweekend.com.cn 68

mail.qq.com 63

m.facebook.com 59

m.douban.com 53

rd.wechat.com 53

mp.weixin.qq.com 50

360.cn 48

This is why thispage is so popular

Takeaways

• Curating content important to return relevant results

Summary

• Analytics provided new and highly valuable information

• 2015 development should address issues