MARKETING


Website (hrl.uncg.edu)

Traffic

  • Sessions = The number of visits to the site
  • Users = The number of visitors to the site
Goal: The goal is to show steady improvement over time.

Site traffic is a basic measurement of a site’s reach and growth and can be studied over time as a general way of determining the effectiveness of marketing efforts. It shows an overall snapshot of the website’s performance. Since 2010, hrl.uncg.edu has seen an upward trend in the number of users, as well as the number of sessions on the site as follows:

Sessions


Users


(Note: 2015 data represents partial information due to a change in analytic data collection methods. A predicted measurement is shown.)


Bounce Rate

The percentage of people who leave the site without looking at any other pages

Goal: Achieve a low bounce rate.
Bounce Rate is a general sign of user engagement and the quality of the content on the site. It is useful to identify when there are problems with the site, but should be considered alongside average session duration and pages per session (below). A high bounce rate means that users aren’t staying to check out other areas of the site. In a general sense, the goal is to keep the bounce rate low. Following are the bounce rates for hrl.uncg.edu. These rates have seen an almost steady decline since 2010, indicating that users are engaged and are checking out multiple areas of the site each time they visit.

Bounce Rate 2010-2018



Pages Per Session

How many web pages users view upon each visit to the site

Goal: The unofficial industry standard is 2 pages per session.
The goal is to keep users engaged in the site and to get them to explore next steps or further information. In a nutshell, pages per session indicates interest in UNCG’s housing and residence life information. Since 2011, the number of pages per session have more than doubled industry standards.
*Variability in this area may be a function of site redesign. Content was redesigned to maximize efficiency in finding content. In other words, users don’t have to search through as many pages to find the information they seek.

Pages per Session



Average Session Duration

Average Session Duration = the average amount of time users stay on the site

Goal: For a good average session duration, the industry standard is 2 – 3 minutes.
Longer session durations indicate more engaged visits. Basically, how much time users are willing to give to the content. The website remains solidly within the industry standard with regard to the amount of time users stay on the site.

*Variability in this area may be a function of site redesign. Content was redesigned to maximize efficiency in finding sought content. In other words, it may take users much less time to find the information they seek.

Average Session Duration



Important Notes:

*Redesign and Site Consolidation Dates:

Date# Web PagesNotes
Jun. 2010502Very limited content, poor functionality
Jan. 20113,400All content gathered, generated, and presented
Dec. 2014219Switched to WordPress, content consolidated/functionality improved with plug-ins
Sept. 2016140New Responsive design. Further consolidation for mobile devices
2017-18177Page totals remain fairly consistent and unaltered


Summary of Findings

Since 2010, goals for the HRL website have been met consistently.

  • Site traffic shows steady improvement over time.
  • There has been an upward trend in the number of users, as well as the number of sessions on the site.
  • Bounce rates have seen an almost steady decline, indicating that users are checking out multiple areas of the site each time they visit.
  • The number of pages per session have consistently doubled industry standards.
  • The website remains solidly within the industry standard with regard to the amount of time users stay on the site.

TWITTER

Impressions

Twitter impressions refer to the actual interaction or engagement generated once a tweet has been posted to various Twitter streams – the interaction or replies from others online. This chart compares the HRL Twitter impressions from 2016 to 2018. Twitter was used more aggressively to promote information beginning January 2017, based on the decreased interest in Facebook.

Engagement Rates

Engagements are the total number of times a user interacted with an HRL Tweet. (Clicks anywhere on the Tweet, including Retweets, replies, follows, likes, links, cards, hash tags, embedded media, user name, profile photo, or Tweet expansion.) Engagement rates represent the number of engagements divided by the number of Twitter impressions.

URL Clicks

URL clicks refer to the number of times users click on a URL (web address) in a Tweet that links to our HRL website content. This chart shows URL clicks from 2016 – 2018.