Paul Hickey DATA DOWNLOAD · Use Google Adwords Express to generate phone call leads. Use Facebook...

DATA DOWNLOADWHAT’S GOING TO WORK BEST IN 2018

(based on real Google Analytics Data from 325+ websites in 2017)

Paul Hickey

www.datadriven.design

REAL DATA: WE LOOKED AT 326 GOOGLE ANALYTICS ACCOUNTS IN 2017ACROSS THE FOLLOWING VERTICALS (and more):


HEALTHCARE:EMR / EHRMEDICAL DEVICE SALESHOSPITALSSERVICES/CONSULTINGEDUCATIONPHYSICIAN PRACTICESPSYCHOLOGY PRACTICESBIG PHARMA

ENTERTAINMENT:ARTISTS & PRODUCTION

SaaS PRODUCTS:B2B + SERVICESB2CMOBILE SECURITY

RETAIL:BRICK & MORTAR FRANCHISESFOOD & BEVERAGECONVENIENCE STORESBOUTIQUE SHOPSBARBER SHOPSJEWELRY STORESBARS & RESTAURANTSART GALLERIESSALONS / BEAUTY

TRANSPORTATION:CORPORATE EVENTSB2C TRANSIT / PUBLIC TRANSIT

ECOMMERCE:B2C / B2B SIGNAGEFASHION

NON-PROFIT:ADDICTION TREATMENTSELF-HELP

SERVICES:CONSULTINGCPAs/ACCOUNTING FIRMSLAW FIRMSCORPORATE RELOCATIONBANKS / FINANCIAL

START-UPs:HEALTH & FITNESSMEN’S APPARELFOOD & BEVERAGEPARTY PLANNING

REAL ESTATE:REALTORSPROPERTY MANAGEMENT

SPORTS / FITNESS:GOLF COURSESGYMS / FITNESS CENTERS

EDUCATION:UNIVERSITIESSTATE FUNDED PROGRAMS

CONTENTS:


WEB DESIGN- Overall Stats- Key Takeaways- Bounce Rates /

Engagement- Ideal Overall

Homepage Layouts- Desktop- Mobile

DIGITAL MARKETING- Social Media- Post Frequency- Audience Engagement- Traffic Sources- Organic Search- Opportunities

VERTICAL SPECIFIC

HIGH LEVEL STATS:


AVERAGE DESKTOP TRAFFIC SHARE AVERAGE MOBILE TRAFFIC SHARE AVERAGE HOMEPAGE TRAFFIC SHARE

YOY AVERAGE MOBILE TRENDINGAVERAGE # OF MAIN NAV. ITEMS % of websites with AUTO SLIDER ON HOMEPAGE

38.7%61.3% 34.5%

19.5% 41%5.38

WHAT DOES THIS MEAN?


AVERAGE DESKTOP TRAFFIC SHARE AVERAGE MOBILE TRAFFIC SHARE AVERAGE HOMEPAGE TRAFFIC SHARE

YOY AVERAGE MOBILE TRENDINGAVERAGE # OF MAIN NAV. ITEMS % of websites with AUTO SLIDER ON HOMEPAGE

63.1% - Pay attention to the vertical based stats in this deck. If you’re in healthcare or

professional services, you’re the ones people are viewing more on desktop.

34.5% - if you’re thinking one-page long-scroll anchor link sites win, they don’t. The data

shows that users want interior pages.

19.5% - The average rate at which all website traffic

combined is trending mobile

5.38% - In the main navigation of websites,

- 29% had 4 or less items (about, contact, services, products, etc.)

- 74% had 5 or 6

- 26% had 7 or 8

38.7% - if you’re in the restaurant business, convenience store business,

entertainment business, salon business or fitness business, you’re the ones

tipping the scales.

41% of websites still have a slider on the homepage that moves without the user telling it to.

BOUNCE RATE:


the percentage of visitors to a particular website who navigate away from the site

after viewing only one page.

AVERAGE 2017 HOMEPAGE BOUNCE RATE:51.9%

AVERAGE 2017 SITE-WIDE BOUNCE RATE:

41.3%

WHAT DOES THIS MEAN?Are users engaging with your website? The lower the bounce rate, the better.

AVERAGE 2017 MOBILE BOUNCE RATE:57.9%

BOUNCE RATE FUN FACT:The most common highest bounce rate page: Contact (79% average bounce rate).

WHAT IS A “GOOD BOUNCE RATE?”


MIDDLE OF THE PACK = DECENT

1.05%NEXT LEVEL = GREAT

47.5%

29.25%

NEEDS IMPROVEMENT = BAD68.3%

Top 1% of sites = The Best.

~18% of sites

~37% of sites

~40% of sites

~4% of sites77+%

DESKTOP LAYOUT OF WEBSITES WITH THE LOWEST (BEST) BOUNCE RATES...


Tall hero imagery

Static image / No auto-slider

Exactly 4Main Nav. Items

Left logoPlacement

Social MediaIcons in Footer

FOOTER FUN FACT:Put contact information with form in global footer for best SEO and Conversions.


MOBILE LAYOUT OF WEBSITES WITH THE LOWEST (BEST) BOUNCE RATES...

Background image

Logo centered,Below nav.

Main content buckets stacked

Nav on top. Hamburger menu on right or left (with phone # across)

615-594-2535


DIGITAL MARKETING | OVERALL TRENDS

HOW PEOPLE FIND NON-eCommerce WEBSITES52% of all web traffic comes from Organic Search (SEO)

30% of all web traffic comes from “Direct”15% of all Web Traffic Comes from Social Media

3% of all Web Traffic Comes from Paid Search (PPC/SEM) / Other

HOW PEOPLE FIND eCommerce WEBSITES40% of all web traffic comes from Organic Search (SEO)

30% of all Web Traffic Comes from Direct25% of all web traffic comes from Paid Search (PPC/SEM) / Other

15% of all Web Traffic Comes from Social Media


#1 Traffic Source of all web traffic is coming from Organic Search / SEO

Let’s Break This Down by Search Engine

96% 1.7% 1.3%of searches of searches of searches

DIGITAL MARKETING | OVERALL TRENDS


DIGITAL MARKETING | WHAT WORKS BEST15% of all web traffic is coming from Social Media

(up from 9% a year ago)Let’s Break This Down by Post Frequency

MONTHLY POSTING WEEKLY POSTING DAILY POSTING 2x+ DAY POSTING

0.3sessions/day

0.68sessions/day

2.6sessions/day

16.1sessions/day

WHAT DOES THIS MEAN?You need to be posting more than twice a day on Facebook.

FACEBOOK FUN FACT #1:Boosted posts get 3x the Reach and Engagement of Regular Organic Posts. Boost Each Post for $2.

FACEBOOK FUN FACT #2:Tagging other brands in your posts gets 9x the Reach and Engagement of Regular Organic Posts. Even with no boost.


DIGITAL MARKETING | WHAT WORKS BESTInstagram has an average of 39% bounce rate

Let’s Break This Down by Post Frequency

MONTHLY POSTING WEEKLY POSTING DAILY POSTING 2x+ DAY POSTING

0sessions/day

0sessions/day

2.6sessions/day

2.6sessions/day

WHAT DOES THIS MEAN?Post one time per day on Instagram.

WHAT DOES THIS MEAN?Instagram profiles have a hyperlink in them. When traffic clicks through this link, they’re highly engaged.


DIGITAL MARKETING | WHAT WORKS BESTLOWEST HANGING FRUIT

GENERATING TRAFFIC EVEN WHEN BUSINESSES AREN’T ACTIVEWHAT DOES THIS MEAN?Your business needs all of these profiles with correct business information and a link back to your website. And based on the data in earlier slides, you should post as often as 2x per day. Instagram users are most engaged with business websites, followed by Twitter, LinkedIn, then Facebook and Pinterest.

SESSIONS PER DAY

BOUNCE RATE 39%61% 60% 62% 53%

2.3 0.1 2.1 0.60.1


HEALTHCARE PRODUCTS / SERVICES / SaaS | WHAT WORKS BESTDESIGN DATA

1. Sites with persona-based navigation items had a bounce rate that was...

20-30% BETTER...than sites without persona-based navigation items.

WHAT DOES THIS MEAN?Instead of “Services, Products, Solutions, etc.” the nav includes a “For CEOs,” “For Nurses,” “For Doctors,” etc. items often in a drop down nested under a “Communities We Serve” type top-level item.

2. Sites with calls To Action (CTAs) to “Request A Call / Demo,” “Get Started,” “Learn More,” “Download a Resource,” “Fill Out a Form,” etc. on...

INTERIOR PAGE SIDE BARS

...converted

40% MORELeads than sites with only CTAs in

main navigation and/or footer.

WHAT DOES THIS MEAN? >>>>On your interior pages that are based on solutions or audience personas, include calls to action buttons on the sidebar or straight up in the middle of the resource/content itself.


BRICK & MORTAR RETAIL | WHAT WORKS BEST

Metric Adwords Adwords Express

Facebook/Insta. Ads

Average Click Through Rate

0.92% 1.61% 0.34%

Average Cost Per Reach

$0.06 $0.04 $0.08

Average Cost Per Click $7.02 $2.52 $2.49

Conversion Rate 0.02% 2.31% N/A

Cost per Customer Acquisition

$21 $9.5 $17

MARKETING DATADESIGN DATA

70-80%Of all traffic is mobile

Yes. For Real.

Ideal layout(all above fold)>>>>>>>>>

CTA to sign up for Email List

Header with logo left, hamburger right, locations icon, loyalty card icon.

H1 Headline

Featured image, possible slider if necessary (tall)

CTA Button

WHAT DOES THIS MEAN?Use Google Adwords Express to generate phone call leads and store visits. Note: data is from retailers that sell products of $50 and up.


PROFESSIONAL SERVICES | WHAT WORKS BESTDESIGN DATA MARKETING DATA

WHAT DOES THIS MEAN?Use Google Adwords Express to generate phone call leads. Use Facebook Ads to generate link clicks / web traffic. Note: these professional services companies sell services for $500+.

Metric Adwords Adwords Express

Facebook/Insta. Ads

Average Click Through Rate

1.04% 1.52% 2.42%

Average CPM (cost per thousand impressions)

$0.02 $3.54 $4.88

Average Cost Per Click $4.55 $2.52 $0.20

Conversion Rate 2.01% 2.31% 2.42%

Cost per Customer Acquisition

$72 $15 $35

Navigation Structure Bounce Rate

Time On Site

7 Main Items (no utility nav) 59% 2.14

4 main items + 1 button (3 items nested in utility nav) 47% 2.67

Homepage Layout Bounce Rate

Time On Site

Full width tall Image w/ Slider 44% 3.12

Short image / boxed layout / no slider 62% 2.89

KEY FINDING:LinkedIn visitors are inherently 12% more interested in content onProfessional Services websites than Facebook users.

Facebook wins volume, but LinkedIn wins quality.

Keep your LinkedIn Profile updated and post often!


REAL ESTATE | WHAT WORKS BESTDESIGN DATA

4 fields =35% Bounce Rate8 minutes on site

PROPERTY SEARCH FEATURE COMPARISONThe less options you give the user up front on the homepage initial search, the more time they spend on your site searching for properties and converting.

Don’t worry about presenting all the options up front. Users will refine their search as they go.

2 fields =1% Bounce Rate30+ minutes on site


SaaS PRODUCTS | WHAT WORKS BESTDESIGN DATA

...than those with more than two form fields.

15% BETTER

REQUEST A DEMO COMPARISON

Free Trial Sign-Ups with Email and Password Only Fields converted...

PRODUCT PAGE COMPARISON

Product Overview pages with modular grid layout jammed with multiple CTA buttons generate...

300% MORE… conversions than Product Overview pages with a simple, clean layout with white space and minimal CTAs.

(the more to look at, the better on SaaS product sites… especially resource based sidebars)


FASHION | WHAT WORKS BEST

Mobile is making up ~65-70% of web traffic.

Sites with the most content depth (blog, about, careers, press kit, customer service, returns, gift cards, newsletter subscriptions) + SHORT MAIN NAVIGATIONS are converting...

Fashion Brands get 25% more web traffic from Instagram when they up their post frequency from daily to 2-3 times daily.

Pinterest is driving 5% of traffic on average (more than any other industry).

Bloggers/Audience crossover content partners are generating 25% of traffic on average (more than any other industry).

Tweets needs to be native / not fed in from other platforms.

Facebook Boosted Posts is biggest missed opportunity.

DESIGN DATA MARKETING DATA

200% MORE…transactions than sites with large, artsy, full width, product-based imagery


B2C eCOMMERCE | WHAT WORKS BEST

GOOGLE ADWORDS SEARCH: Data Shows that…

37% HIGHER... conversion rates occur when in first position vs. top of page 1 or simply on page 1.

MARKETING DATADESIGN DATAINCREASE ECOMMERCE CONVERSION RATES BY…

25%...by moving social icons, “blog,” “resources,” and from top navigation and into footer.

GOOGLE SHOPPINGIs returning...

4x MORE...On Ad Spend vs. 2x on Google Search.

MARKETING DATA FACEBOOK REMARKETING ADS with PURCHASE OBJECTIVEAre returning...

5x MORE...On Ad Spend vs. General Audience Targeting for Link Clicks.

THANKS FOR YOUR ATTENTION!datadriven.design

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Paul Hickey DATA DOWNLOAD · Use Google Adwords Express to generate phone call leads. Use Facebook...

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