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KPCC Recommendation for News Readers from LA Metro Area[Evie Liu]JOUR 477 - Fall 2013[The audience for this document is senior management/decision-makers. ]
Goal: To get more visits to "www.scpr.org" that will lead to more regular visitors and therefore more donations.Target audience segment: Users from LA Metro area who bounce from landing pages.Site recommendation: KPCC should improve its popular landing pages, such as "Listen Live," to decrease the bounce rates and keep users on the site.Facebook recommendation: KPCC should boost posts about education and photographs to get more daily engaged users from the targeted audience segment.Data point #1: The overall site visits has dropped from Dec. 30, 2012 to Nov. 30, 2013.Data point #3: Amazing photographs tend to attract more engaged users on Facebook page, one of the current top posts is a photo of a mountain lion at Griffith Park.Data point #2: Visits from search engines accounted for 53 percent of all visits to KPCC website on Sep. 30, 2013. Most landing pages from search engines were immigration news (15 percent) and political news (12 percent). However, more than 85 percent visitors bounce from these landing pages.1. Summary of analysis and recommendations
3/9/2014www.scpr.org Visits from New vs. Returning Users by Week (000s)December 30, 2012 - November 30, 2013100200300400500600Week ofDec. 30, 2012Nov. 30, 2013VisitsNewReturningMedian: 215383.5Over the past year, total visits have in general dropped. The peak in the week of Feb. 10 was mainly driven by visits from new users, while the peak in the week of March 31 was driven by interest from both new and returning users.2. Visits, visits from new users, visits from returning users (assgn. #4/graphs)
3/9/2014www.scpr.org All Visits vs. Visits from LA Metro by WeekDecember 30, 2012 - November 30, 2013About 44 percent of visits come from the LA Metro area, KPCC’s primary geography audience. LA Metro: 4,979,598 44%All Visits: 11,411,6553. Visits by geographic location, new vs. returning, Dec. 30, 2012 – Nov. 30, 2013 (11 periods)
3/9/2014www.scpr.org Visits from New vs. Returning LA Metro Users by WeekDecember 30, 2012 - November 30, 2013More than half - 55 percent – of visits from LA Metro users were from returning users. As a news organization that depends on donation from audience, KPCC should keep looking for ways to increase visits from returning users, which are the main source of donations.New 45%3. Visits by geographic location, new vs. returning, Dec. 30, 2012 – Nov. 30, 2013 (11 periods)Retr. 55%
3/9/2014www.scpr.org Frequency of Visits from Retruning UsersNovember 3, 2013 - November 30, 2013Total Visits from Returning Users: 236,616More than half - 55% of the returning visitors to SCPR.ORG visited the site 2 - 5 times from Nov. 3 to Nov. 30, 2013. 4. Frequency of visits from returning visitors (assgn. 3/frequency)51-201+ visits15-50 visits6-14 visits2-5 visits4% (8,896)19% (46,270)22% (51,985)55% (129,465)
3/9/2014www.scpr.org Visits by Traffic Source from New vs. Retruning UsersNovember 3, 2013 - November 30, 2013About 52 percent of visits from new users come from organic search. However, 80 percent of them bounce. KPCC should revise the landing pages for popular stories to decrease the bounce rate. About 45 percent of returning users come directly to the site and about half bounce. KPCC should perhaps update its homepage and sub-homepages for different sections more frequently.5. Traffic sources (assgn. #4/traffic sources)
www.scpr.orgLanding Pages from Direct Traffic Nov. 24 - Nov. 30, 2013KPCC should improve its “Listen Live” page. It’s the top page after the home page where visits from direct traffic land and 85 percent of those visits come from returning visitors, who are regular listeners of KPCC. But 80 percent of those visits bounce. 6. Landing pages from direct traffic (assgn. 5/direct traffic)
9Screen shot of the landing page “Listen Live". KPCC should put more recommended stories on this page at more obvious place like the sidebar instead of the bottom where many people cannot see if not scrolling all the way down. A photo thumbnail next to the headline will also help attracting more clicks on the link.6. Landing pages from direct traffic (assgn. 5/direct traffic)
3/9/20147. Landing pages from organic search (assgn. 6/search)Visits from search engines accounted for 16,732 visits, or 53 percent of all visits to KPCC website on Sep. 30, 2013.The top landing pages from visits from search were from immigration news (15 percent) and political news (12 percent). Bounce rates to immigration landing pages were high, about 87 percent. Bounce rates to politics landing pages were also high, about 85 percent.Therefore, I recommend KPCC improve its popular blogs like immigration blog "MultiAmerican" and politics blog "Represent" by showing more story options above the scroll line instead of just one headline with a large picture right now. Given that KPCC doesn't know 75 percent of the searched keywords, I recommend KPCC not analyze keywords and not use paid search since the data of keywords is not accurate.
3/9/2014Is the link block "share your story" on KPCC homepage working? Home page: /Public Insight Network: /networkGay marriage discussion: /network/questions/beyond8. Funnel analysis – one outcome (assgn. 8/outcomes and funnels)
3/9/2014Only one visit to the "Public Insight Network" page came from the home page from Nov 18 to 22, while 497 others came to this funnel from other sources. And out of 498 visits on the "Public Insight Network" page, only seven (1.41%) went to the gay marriage discussion, despite the fact that it is featured as the first post on the page.SCPR.org users who went to the gay marriage discussion page from the home pageNovember 18-22, 2013
3/9/2014SCPR.org users who went to the gay marriage discussion page from the home pageNovember 18-22, 2013All usersUsers from search traffic Only 75 visits to the "Public Insight Network" page were from search traffic and none are referred from home page. But about five percent of those visits went to the gay marriage discussion page, higher than the one percent rate for all users. Recommendation: KPCC should put the link block "share your story" at a more visible place on the home page to increase traffic to the "Public Insight Network" page and encourage user participation. It should also improve the "Public Insight Network" page to attract more clicks on specific topics.
3/9/2014KPCC Facebook PageEngaged Users by Day (000s)Dec. 30, 2012 - Nov. 30, 2013The number of daily engaged users has steadily increased during 2013 and the median number was 2017.5. There were five days when the number of engaged users were about 5900 and above. The highest peak day of the KPCC Facebook page was on August 15, when the number of engaged users reached 7,377.Facebook engaged users by dayDec. 30, 2012Nov. 30, 2013Median: 2017.5 engaged usersAug. 15 7377Jul. 3 7179Oct. 15 6813Nov. 15 6088Nov. 16 5963
The peaks on August 15 were driven by two posts about parenting and education, which suggests that KPCC should publish more stories about education.10. Facebook top days and posts
3/9/2014A photograph of a mountain lion at Griffith Park attracted 8712 engaged users - the most throughout the year, and drove the peaks on Nov. 15.A photograph about an 18-foot oarfish found off Catalina Island attracted 4600 engaged users, and drove the peaks on Oct. 15. 10. Facebook top days and postsAmazing photographs about wild animals drove the peak days on Nov. 15 and Oct. 15, which suggests KPCC should post more animal photos on its Facebook page.
17Targeting parents in Los Angeles and Pasadena aging between 25 to 45 would potentially reach 30,000 – 78,000 users at a cost of $400.10. Two “boost” or ad recommendations
3/9/201410. Two “boost” or ad recommendationsTargeting people interested in wildlife photography and animal lovers in Los Angeles and Pasadena would potentially reach 24,000 – 62,000 users at a cost of $400.