DALLASFILM.ORGTraffic Analysis Project

Jon-Eric WaddellAnalysis Exchange Student

Lauren HockAnalysis Exchange Mentor

Marc LeeDallasFilm.org Sponsor

Agenda

Overview Traffic Source Breakdown Referral Traffic Analysis Social Media Analysis SEO Analysis Content Engagement Mobile Analysis Key Findings Recommendations

Overview

Questions to Answer

Where is the traffic coming from?

Who is visiting the site?

How engaged are the visitors with the content?

What content was most engaging?

How much of an impact is mobile making on site traffic?

Methodology

Time Frame Measured Last 4 months: Dec 1, 2011 – Mar 1, 2012

Measurement Tools Used Google Analytics www.marketinggrader.com

Metrics Measured Avg. Time on Site Pages per visit Bounce Rate Top Landing Pages

Traffic Source Analysis

Traffic Source At a Glance

22.18%

33.88%

40.30%

3.51%

Total Traffic

Direct TrafficReferralSearch EngineEmail

% of Total Bounce Avg. Time on Site PPV1. Google 36.13% 41.71% 2:02 2.702. Direct 22.18% 63.16% 1:46 2.143. Dallasfilm.org (referral) 10.33% 68.48% 1:34 1.904. Facebook (referral) + mobile 9.74% 69.10% 1:27 1.835. Dallas Film Society Email 3.51% 67.02% 1:43 1.896. Yahoo (58.02% Referral) 2.52% 64.10% 1:02 1.867. Yahoo (41.92% Organic) 1.99% 34.48% 2:20 3.09

Top Traffic Sources

Referral Traffic Segments

Referral Traffic was segmented into 4 groups:

Social Media Segment includes any source containing “Facebook” (mobile & non-mobile),

“twitter”, “linkedin” and equaling “t.co”

Film Enthusiasts Segment includes any source containing “film”, “producer”, “movie”, “festival”

Email Campaign Segment includes any source containing “mail”

Dallas Tourism Segment includes any source containing “dallas”, “governor.state.tx.us” and

excluding “film”

Social Media

Referral Traffic Segments

Bounce Rate

65.77%

69.00%

61.49%

58.40%

Avg. Time on Site

1:40

1:25 1:20

1:56

Pages per Visit

1.951.81

1.98

2.37

Film Enthusiasts Email Campaign Dallas Tourism

Only the Dallas Tourism segment had above average engagement…

Referral Traffic Segments

….but only accounts for just above 2% of total site traffic.

68.40%

2.12%3.38%

15.29%10.81%

% of Total Traffic

All Other Traffic SourcesDallas TourismEmail CampaignFilm EnthusiastsSocial Media

Visitor Flow – Dallas Tourism75% of all Dallas Tourism traffic went through either the home page or to the screening room page.

Visitor Flow – Email Campaign65% of all email campaign traffic went thru a screening room page.

Visitor Flow – Film Enthusiast Segment73% of Film Enthusiast traffic went through either the Membership page or “DIFF Passes on sale” page.

Social Media Analysis

Social Media AnalysisFacebook & Twitter pages are key for building brand recognition and interacting with fans/followers.

Social Media AnalysisSocial Media traffic, although nearly 11% of total traffic, has low engagement compared to site average.

Bounce Rate

69.10%68.48%

53.33%54.40%

Avg. Time on Site

1:271:14

0:22

1:56

Pages per Visit

1.821.71

1.60

2.36

TwitterFacebook LinkedIn Site Average

Social Media Segment– Visitor Flow Nearly half of all Social Media traffic went through either the home page or to a “first-15-titles-announced” page.

Very High Drop off rates after

interaction with landing page.

In that time Social Media accounted for 71% of total traffic!

Between 2/15-2/16 traffic tripled normal levels.

Social Media Analysis

Less than .4% of total traffic had a social interaction with the site content.

Although small, users that shared content had very high engagement.

SEO Analysis

Search Engine Optimization Analysis

22.18%

33.88%

40.56%

Direct TrafficReferralSearch Engine

Search is a huge part of the overall traffic……..

Search Engine Optimization Analysis

…and highly engaged compared to site averages.

Bounce Rate

40.98%

54.40%

Avg. Time on Site

2:05

1:56

Pages per Visit

2.74

2.36

Search Traffic Site Average

SEO AnalysisHere are the Top 20 Keywords used to reach the site.

Out of the Top 10 keywords, 4 were

different variations of DFS, 5 were

related to DIFF.

Visits % of Total Traffic % of Search Traffic Pages per Visit Avg. Time on Site % New Visits Bounce Rate"fest" 3764 15.55% 38.59% 2.83 1:59 57.84% 35.73%

"dallas film" 2009 8.30% 20.60% 2.96 2:25 47.93% 42.06%"screen" 267 1.10% 2.74% 2.51 2:16 53.93% 46.07%

"internship" 115 0.49% 1.18% 1.85 1:42 78.15% 68.91%"contest" 108 0.45% 1.11% 1.44 0:46 66.67% 77.78%

"diff" 101 0.42% 1.04% 2.28 1:08 55.45% 44.55%"volunteer" 73 0.30% 0.75% 1.53 1:22 19.18% 78.08%

"jobs" 36 0.15% 0.37% 1.97 1:44 50.00% 52.78%"camp" 36 0.15% 0.37% 2.00 0:56 61.11% 69.44%

Keyword Analysis

Grouping the keywords into common themes gives a clearer picture of the search traffic.

Searches related to “fest/festival”, “dallas film”, and “screen/screening” had high engagement compared to site average.

Content Analysis

Content Engagement

homepag

e

/dall

as-inter

national-

film-fe

stiva

l/

/for-fi

lmmak

ers/su

bmit-yo

ur-film

/

/chec

kout/i

d/22191197984391231

/explore/

year-

round-ev

ents/

even

ts-ca

lendar/

/scree

ningroom/

/chec

kout/i

d/22191197984391293

/explore/

get-i

nvolve

d/inter

nships-j

obs/

/?wick

et:inter

face=

:0::::

/explore/

contac

t-us/

/explore/

about/p

ress-r

elease

s/

/2012/0

2/first

-15-films-a

nnounced-fo

r-2012-diff/

/2012/0

1/scree

ning-in-th

e-lan

d-of-blood-an

d-honey/

/scree

ningroom/rs

vp-fo

r-chris

-vogn

ars-sc

reening-r

oom/

/2012/0

2/first

-15-titles-a

nnounced-fo

r-2012-diff-in

-official-s

electi

ons/

/blog/

/explore/

about/

/2011/1

2/free

-scree

ing-pick

-up-on-south

-stree

t/

/explore/

year-

round-ev

ents/

rsvp-fo

r-chris

-vogn

ars-sc

reening-r

oom/

/explore/

get-i

nvolve

d/festi

val-v

olunteer/

/explore/

/educa

tional-pro

grams/h

igh-sc

hool-roundtab

le/

/for-fi

lmmak

ers/

/educa

tional-pro

grams/t

xu-en

ergy-s

tuden

t-film

-contes

t/

/explore/

about/o

ur-staff

-and-board

/0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

16,000

13,400

4,971

2,931 2,698 2,505 2,431 1,978 1,452 1,061 1,028 988 926 830 667 616 608 562 544 500 480 476 465 423 403 402

Pageview Pareto Chart

Pageviews

% of Total Pageviews

The Top 25 most viewed pages make up over 75% of total pageviews.

Top 25 Landing Pages Landing Page Visits % of Total Pages/Visit

Avg. Time on Site

% New Visits Bounce Rate

1 Homepage 10,249 42.35% 2.85 0:02:27 63.65% 38.24%2 checkout (DIFF 2012 Passes and Vouchers) 1,919 7.93% 1.81 0:01:19 84.00% 73.74%3 /screeningroom/ 1,658 6.85% 1.79 0:01:15 70.02% 67.85%4 checkout (Dallas Film Society Memberships) 1,156 4.78% 2.33 0:02:12 82.87% 59.08%5 /dallas-international-film-festival/ 749 3.09% 2.53 0:01:44 53.40% 48.87%6 /explore/get-involved/internships-jobs/ 660 2.73% 1.7 0:01:15 66.67% 72.27%7 /explore/about/press-releases/ 609 2.52% 2.76 0:02:01 71.59% 37.77%8 /2012/01/screening-in-the-land-of-blood-and-honey/ 565 2.33% 1.41 0:00:56 70.97% 76.81%9 /2012/02/first-15-films-announced-for-2012-diff/ 541 2.24% 1.34 0:00:54 76.71% 82.99%

10/2012/02/first-15-titles-announced-for-2012-diff-in-official-selections/ 505 2.09% 1.34 0:00:45 79.60% 83.76%

11 /explore/year-round-events/events-calendar/ 382 1.58% 3.21 0:02:33 54.71% 32.72%12 /films 357 1.48% 1.05 0:00:07 70.03% 98.32%13 /call-for-entries 311 1.29% 1.69 0:00:48 57.56% 73.63%14 /2011/12/free-screeing-pick-up-on-south-street/ 252 1.04% 2.35 0:02:16 70.24% 43.65%15 /2012/01/free-screening-of-kiss-me-deadly/ 196 0.81% 1.9 0:01:01 57.14% 65.82%16 /for-filmmakers/submit-your-film/ 186 0.77% 1.76 0:01:13 41.40% 69.89%17 /2011/12/we-have-great-gifts-for-film-lovers/ 153 0.63% 1.18 0:00:37 81.70% 86.93%18 /educational-programs/txu-energy-student-film-contest/ 145 0.60% 1.33 0:00:57 62.07% 84.83%19 /explore/contact-us/ 144 0.60% 1.78 0:02:01 43.75% 68.06%20 /2012/01/free-passes-to-the-woman-in-black-screening/ 140 0.58% 1.35 0:01:41 75.00% 79.29%21 /2012/01/dfs-high-school-roundtable-on-the-set-of-dallas/ 138 0.57% 1.52 0:01:07 55.07% 74.64%22 /2012/01/dfs-programmers-picks-for-movies-in-2012/ 135 0.56% 1.29 0:01:38 65.93% 82.96%23 /2012/02/diff-2012-seeks-volunteers/ 134 0.55% 1.54 0:00:38 73.88% 75.37%

24/explore/about/press-releases/2012-dallas-international-film-festival-call-for-entries/ 134 0.55% 2.84 0:02:41 72.39% 41.04%

25 /dallas-international-film-festival/diff-2012-passes-and-vouchers/ 126 0.52% 2.49 0:02:43 78.57% 60.32%

Top 25 Landing Pages

Landing Page Visits% of Total

Pages/Visit

Avg. Time on Site

% New Visits

Bounce Rate

1 Homepage 10,249 42.35% 2.85 0:02:27 63.65% 38.24%4 checkout (Dallas Film Society Memberships) 1,156 4.78% 2.33 0:02:12 82.87% 59.08%7 /explore/about/press-releases/ 609 2.52% 2.76 0:02:01 71.59% 37.77%

11 /explore/year-round-events/events-calendar/ 382 1.58% 3.21 0:02:33 54.71% 32.72%14 /2011/12/free-screeing-pick-up-on-south-street/ 252 1.04% 2.35 0:02:16 70.24% 43.65%19 /explore/contact-us/ 144 0.60% 1.78 0:02:01 43.75% 68.06%

24/explore/about/press-releases/2012-dallas-international-film-festival-call-for-entries/ 134 0.55% 2.84 0:02:41 72.39% 41.04%

25/dallas-international-film-festival/diff-2012-passes-and-vouchers/ 126 0.52% 2.49 0:02:43 78.57% 60.32%

Of the top 25 landing pages, these pages had the highest engagement.

The homepage is the major portal thru the site as nearly half of all the traffic starts here.

Top 25 Landing Pages

Conversely, of the top 25 landing pages, these pages had the lowest engagement.

Landing Page Visits % of Total Pages/VisitAvg. Time on

Site% New Visits

Bounce Rate

2 checkout (DIFF 2012 Passes and Vouchers) 1,919 7.93% 1.81 0:01:19 84.00% 73.74%3 /screeningroom/ 1,658 6.85% 1.79 0:01:15 70.02% 67.85%6 /explore/get-involved/internships-jobs/ 660 2.73% 1.70 0:01:15 66.67% 72.27%8 /2012/01/screening-in-the-land-of-blood-and-honey/ 565 2.33% 1.41 0:00:56 70.97% 76.81%9 /2012/02/first-15-films-announced-for-2012-diff/ 541 2.24% 1.34 0:00:54 76.71% 82.99%

10/2012/02/first-15-titles-announced-for-2012-diff-in-official-selections/ 505 2.09% 1.34 0:00:45 79.60% 83.76%

12 /films 357 1.48% 1.05 0:00:07 70.03% 98.32%13 /call-for-entries 311 1.29% 1.69 0:00:48 57.56% 73.63%15 /2012/01/free-screening-of-kiss-me-deadly/ 196 0.81% 1.90 0:01:01 57.14% 65.82%16 /for-filmmakers/submit-your-film/ 186 0.77% 1.76 0:01:13 41.40% 69.89%17 /2011/12/we-have-great-gifts-for-film-lovers/ 153 0.63% 1.18 0:00:37 81.70% 86.93%18 /educational-programs/txu-energy-student-film-contest/ 145 0.60% 1.33 0:00:57 62.07% 84.83%21 /2012/01/dfs-high-school-roundtable-on-the-set-of-dallas/ 138 0.57% 1.52 0:01:07 55.07% 74.64%23 /2012/02/diff-2012-seeks-volunteers/ 134 0.55% 1.54 0:00:38 73.88% 75.37%

Mobile Analysis

Mobile AnalysisMobile users currently make up 15% of total traffic to the site, but on average are slightly less engaged compared to site averages.

32.32%

31.38%

31.63%

4.67%

Mobile Traffic by Medium

organicreferral(none)email

40.30%

33.88%

22.18%

3.51%

All Traffic by Medium

While similar to the overall traffic trend, 8% more Mobile users prefer direct connection to the site than using search.

Mobile Analysis

Homepage

/checko

ut/DIFF passe

s&vo

uchers

/screeningroom/

/checko

ut/id/D

FS Membersh

ips

/dalla

s-international-fi

lm-fe

stiva

l/

/exp

lore/get-i

nvolve

d/internsh

ips-jobs/

/exp

lore/about/p

ress-release

s/

/2012/0

1/screening-in

-the-la

nd-of-blood-and-honey/

/2012/0

2/first

-15-films-a

nnounced-fo

r-2012-diff/

/2012/0

2/first

-15-title

s-announce

d-for-2

012-diff-in-officia

l-selecti

ons/

/exp

lore/year-r

ound-events/

events-

calendar/

/film

s

/call-f

or-entri

es

/2011/1

2/free-sc

reeing-pick-up-on-so

uth-street/

/2012/0

1/free-sc

reening-of-kiss

-me-deadly/

/for-fi

lmmake

rs/su

bmit-yo

ur-film

/

/2011/1

2/we-have

-great-gifts-f

or-film

-love

rs/

/educa

tional-programs/t

xu-energy-s

tudent-film

-contest/

/exp

lore/contact-

us/

/2012/0

1/free-passe

s-to-th

e-woman-in

-black-scr

eening/

/2012/0

1/dfs-

high-school-r

oundtable-on-the-se

t-of-d

allas/

/2012/0

1/dfs-

programmers-pick

s-for-m

ovies-i

n-2012/

/2012/0

2/diff-2012-se

eks-vo

lunteers/

/exp

lore/about/p

ress-release

s/2012-dalla

s-international-fi

lm-fe

stiva

l-call-f

or-entri

es/

/dalla

s-international-fi

lm-fe

stiva

l/diff-2012-passe

s-and-vo

uchers/

0.0%5.0%

10.0%15.0%20.0%25.0%30.0%35.0%40.0%45.0% 42.3%

7.9% 6.9% 4.8% 3.1% 2.7% 2.5% 2.3% 2.2% 2.1% 1.6% 1.5% 1.3% 1.0% 0.8% 0.8% 0.6% 0.6% 0.6% 0.6% 0.6% 0.6% 0.6% 0.6% 0.5%

Top Landing Pages% of Total Page Views - Total Site

Over 40% of total traffic landed on the

homepage

Homepage

/checko

ut/DIFF passe

s&vo

uchers

/screeningroom/

/checko

ut/id/D

FS Membersh

ips

/exp

lore/get-i

nvolve

d/internsh

ips-jobs/

/2012/0

2/first

-15-title

s-announce

d-for-2

012-diff-in-officia

l-selecti

ons/

/exp

lore/year-r

ound-events/

events-

calendar/

/2012/0

1/screening-in

-the-la

nd-of-blood-and-honey/

/2012/0

2/first

-15-films-a

nnounced-fo

r-2012-diff/

/exp

lore/about/p

ress-release

s/

/dalla

s-international-fi

lm-fe

stiva

l/

/2012/0

2/diff-2012-se

eks-vo

lunteers/

/2012/0

1/free-sc

reening-of-kiss

-me-deadly/

/2011/1

2/free-sc

reeing-pick-up-on-so

uth-street/

/2012/0

1/free-passe

s-to-th

e-woman-in

-black-scr

eening/

/for-fi

lmmake

rs/su

bmit-yo

ur-film

/

/2012/0

1/dfs-

high-school-r

oundtable-on-the-se

t-of-d

allas/

/2012/0

1/dfs-

programmers-pick

s-for-m

ovies-i

n-2012/

/exp

lore/contact-

us/

/educa

tional-programs/t

xu-energy-s

tudent-film

-contest/

/2011/1

2/we-have

-great-gifts-f

or-film

-love

rs/

/dalla

s-international-fi

lm-fe

stiva

l/diff-2012-passe

s-and-vo

uchers/

/exp

lore/about/p

ress-release

s/2012-dalla

s-international-fi

lm-fe

stiva

l-call-f

or-entri

es/

/call-f

or-entri

es/fi

lms

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%29.2%

10.1%7.9%

6.0% 4.6% 4.1% 3.6% 3.5% 3.5% 2.6% 1.9% 1.7% 1.6% 1.5% 1.5% 1.0% 0.8% 0.8% 0.6% 0.5% 0.5% 0.5% 0.3% 0.2% 0.1%

Top Landing Pages% of Total Page Views - Mobile Traffic

Mobile Analysis

Mobile users showed slightly more

dispersion in landing pages

DIFF & Press release pages much lower

priority than total site

Mobile Analysis – Visitor Flow

Mobile visitor flow very similar to overall flow except mobile users were interested

in internships more than DIFF.

Mobile Analysis Operating System Breakdown

52.60%

22.96%

19.10%2.23% 2.12% 0.80% 0.11% 0.03% 0.03% 0.03%

% of Total Visits

iPhoneiPadAndroidBlackBerryiPodWindows PhoneSymbianOSLGESamsungWindows

Apple accounts for over 75% of total

mobile traffic

Mobile Analysis

92.31 92.07 91.68 91.45 91.51 91.54 91.52 91.51 91.59 91.48 91.51 91.39 91.29

7.69 7.93 8.32 8.55 8.49 8.46 8.48 8.49 8.41 8.52 8.49 8.61 8.71

90.41 84.58 85.14 89.00

83.32 84.18 85.07 85.69 83.32 85.47 81.20 82.48 85.55

9.59 15.42 14.86 11.00

16.68 15.82 14.93 14.31 16.68 14.53 18.80 17.52 14.45

0

10

20

30

40

50

60

70

80

90

100

Mobile vs. PC Usage by Week12/5/11 - 3/3/12

Global Desktop Global Mobile Dallasfilm.org Desktop Dallasfilm.org Mobile

Over the last 3 months, percent of mobile internet usage grew 13.2% globally , while mobile usage of Dallasfilm.org grew 50.7%.

DallasFilm.org is ahead of the global mobile curve….

* Source: http://gs.statcounter.com/#mobile_vs_desktop-ww-weekly-201149-201209

Key Takeaways

Key Takeaways Homepage is centerpiece of website; users that

land on the homepage are more likely to have higher engagement.

There is a lot of opportunity to drive traffic with Social Media.

Some minor tracking tweaks will tremendously enhance data usefulness.

Recommendations

Tracking Recommendations

Setup tracking for sub-domains to avoid overstating referral traffic.

Block internal traffic and social monitoring tools. Set up Site Search Tracking Set up Goals/Conversion

Social Shares – Tweets, Likes, Follows, etc. Membership Purchase DIFF passes Submitting/Voting for films Downloading Donation/Sponsorship forms

SEO Recommendations

Homepage extremely important; drive as much traffic as possible thru home page for higher engagement.

Constantly refresh content.

Make sure all images have updated alt tags for optimum search engine visibility.

Links from other reputable sites positively affect search rankings.

Social Media Recommendations

Continue to use Social Media to build brand awareness and drive traffic.

Use blog to drive/engage more traffic. Blog more frequently Add engaging related content

Create synergy between Youtube, Facebook, Twitter and homepage

Add link to homepage on Youtube.com channel

Embed Dallas Film Society video in Dallasfilm.org site.

Appendix

Top 10 Sites w/ Social Actions

Social Media Grader

http://marketing.grader.com/site/dallasfilm.org

Mobile Analysis

Top Mobile Keywords1. Dallas Film Festival2. Dallas Film Society3. Dallas International Film

Festival4. Dallas Film Festival 20125. Dallas International Film

Festival 2012

Top Total Traffic Keywords1. Dallas Film Society2. Dallas Film Festival3. Dallas International Film

Festival4. Dallas Film Festival 20125. Dallas International Film

Festival 2012