Marketing Analytics - July, 2019
- Queenie Wang (Unlicensed)
- Midnight Sun
June 30 - July 29, 2019
Summary
- 604 Unique Visitors
- 519 Visits
- 1403 Page Views
In a given week, our website has roughly 1400+ page views and 600 unique visitors. Our goal is to increase these numbers by generating more content that tailor to both students and sponsors.
Top Traffic Sources
- uwmidsun.com (Direct)
- google.com
- facebook.com/uwmidsun
- americansolarchallenge.org
- others
Google Search Keywords
| Definition | |
|---|---|
| Clicks | The number of clicks from a Google search results page for this keyword that landed a user on your site. |
| Impressions | The number of people that saw links to your site in search results for this keyword, even if the link was not scrolled into view. |
| Click Rate | The click count divided by impression count. |
| Average Position | The average position of the topmost results from your site. |
With the information below, we can improve our SEO by including more of the keywords that are commonly found in the SEO description. In that way, our website's average position per search will likely decrease.
| Search Keyword | Impressions | Avg. Position |
|---|---|---|
| midnight Sun | 154 | 26.01 |
| midnight | 33 | 62.24 |
| sun solar | 6 | 47 |
| midnight sun 2018 | 4 | 20.33 |
| sun car | 3 | 1 |
| waterloo solar car | 2 | 80.5 |
| midnight summer | 2 | 14.5 |
| fsgp | 2 | 1 |
| midnight sun waterloo | 2 | 54.5 |
| solar sun | 2 | 46.5 |
| sun team | 1 | 33 |
| midnight university eng sub | 1 | 15 |
| mov car | 1 | 10 |
| midnight sun blog | 1 | 10 |
| car sun | 1 | 9 |
Top Pages
The About page is directly linked on the Home page, yet the Team page has more views than the About page. This is likely because students are looking to see how they can join the team. Our marketing push of our MSXIV blog post likely spiked views directly onto the post.
| Page | Views | |
|---|---|---|
| 1 | Home | 408 |
| 2 | Team | 199 |
| 3 | About | 189 |
| 4 | A First Glimpse at MSXIV | 142 |
| 5 | Cars | 127 |
| 6 | Blog | 80 |
| 7 | Media | 61 |
| 8 | Join Us | 56 |
Blog Posts
Since the number of views for the Blog page is less than the views for the MSXIV page, we can infer that the traffic to our blog posts comes mainly from indirect traffic.
| Page | Views | |
|---|---|---|
| 1 | A First Glimpse at MSXIV | 142 |
| 2 | Blog | 80 |
| 3 | Preparing MSXII for its return to the track at the FSGP 2019 | 21 |
Social Media Traffic to Our Website
From our overall social media traffic below, we can see that we are most active on Facebook. Facebook connects us to the rest of the solar car community via ASC through tags/mentions. Although we have the least amount of followers on LinkedIn, it ranks as the platform with the second most views directed from there. LinkedIn has more users looking for content to read, or individuals looking for more information from a company perspective. Instagram is a good place for quick updates since users must go to our profile first then to click into our site. Our audience for twitter is less active, with very few likes and retweets, but we have a decent following. The one view shown below was from our MSXIV update.
| Platform | Views | Followers | |
|---|---|---|---|
| 1 | 50 | 1511 | |
| 2 | 10 | 214 | |
| 3 | 5 | 633 | |
| 4 | 1 | 561 |
Missing Content
The majority of the messages we receive are of students asking for information for the following:
- Meeting Times
- How to Join
- How to know what teams to join
With the inquiries above, we will implement the below next steps.
Strategy/Next Steps
- Our blog is getting more attention, increase frequency of posts
- Improve SEO site description
- add a "How to Join the Team" section within the team page