web analytics lessons fromshanghaipride 2014
TRANSCRIPT
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
Analytics
• First time collecting analytics
• Used Google Analytics because it was easy
• Recorded 39 000 sessions in 4 weeks
Mobile != Desktop
0%
25%
50%
75%
100%
Bounce Rate
Mobile Desktop
Tablet
0
1
2
3
4
Pages / Session
Mobile Desktop
Tablet
Sessions by Browser
Android Browser
Safari (iOS)
Chrome
Safari (OSX)
Internet Explorer
Firefox
UC Browser
Maxthon
Opera
Opera Mini
Browser Version Breakdown
Internet Explorer
11 10 9 8 7 6
Chrome
35 33 31 30
29 28 21 4
Android Browser
4 4.2 4.1 2.x
1.6 1.5 1
Top 5 Visited Pages Size
Page 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
Landing Pages
Page 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
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
Referals
Source 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