Embed Size (px)
DESCRIPTION
How Northern Ireland businesses have been using the nibusinessinfo.co.uk website during May
Citation preview
Customer Insight Report May 2012
Customer Insight May 2012
1. Key Performance Indicators
During May the nibusinessinfo.co.uk website attracted 36,256 visits which was 4% above target for the month. Site visits are 8% ahead of target for the year to date. Registrations performed even better with 224 recorded during May which was 22% above target. Registrations for the year to date are currently at 540 which is an outstanding 41% ahead of target. What’s more, these better than expected results, were achieved during a month when the site was running on a reduced service for a week due to a technical fault. The reduced service meant that pages and guides on the site were available but tools and registrations were not. The fault has been fixed and normal service has resumed. nibusinessinfo.co.uk’s paid search marketing campaign remained suspended during May.
Visits (Monthly)
Visits (YTD)
Registered (Monthly)
Registered (YTD)
36,256 70,606 224 540 +4%
above target +8%
above target +22%
above target +41%
above target
Search Engines 60%
Other websites 27%
Typed/Bookmarked 11%
Social networks 2%
2.1 Here’s where our customers came from
2. Customer Acquisition
2.2 Top websites that sent us customers (Referrals)
1. 1,638 businesslink.gov.uk
2. 3. 4. 5. 6. 7. 8. 9. 10.
investni.com (1,578) dfpni.gov.uk nidirect.gov.uk lra.org.uk investnimarketing.com goforitni.com facebook.com twitter.com environment-agency.gov.uk
11. 12. 13. 14. 15. 16. 17. 18. 19.
netregs.gov.uk nigov.net doeni.gov.uk delni.gov.uk boostingbusinessni.com (181) nics.gov.uk northernireland.gov.uk moyle-council.org blogspot.co.uk
Page 1 of 4
2.3 Paid search marketing
Clicks
0 Impressions 0
Click through rate n/a
Cost per click n/a
2.6 Top Campaign FURLs (Visits)
/startingup
408 /rates
250 /iip
140 /financialsupport
129 /castlereagh
45 /businessplan
43
2.4 Top search terms last month
Paid (via Google Adwords)
1. 2012 bank holidays 2. minimum wage 3. business northern ireland 4. tenders 5. redundancy calculator 6. grants for small business 7. risk assessment template 8. business plan template 9. paye tax calculator 10. health and safety at work act
Organic/Free (via Google, Bing etc)
1. payment terms 2. it strategy 3. farm diversification 4. environmental damage 5. annual return 6. redundancy letter 7. craigavon business awards 8. identifying training needs 9. p11 calculator 10. product life cycle
Internal (via site search)
1. events 2. security 3. registered property owners 4. VAT 5. business plan 6. national insurance 7. business name 8. annual leave 9. grants 10. redundancy
Customer Insight May 2012
Customer Insight May 2012
2. Customer Acquisition (…continued)
2.5 Trending topics in organic search
Page 2 of 4
Paid search campaign suspended
1 April 2012
Paid search campaign suspended 1 April 2012
Pages/guides printed
1,365
Most printed guides 1. Maternity leave and pay 2. Redundancy: the options 3. Set up a pop-up shop 4. Prepare a business plan 5. Hours, rest breaks and the working week
Customer Insight May 2012
Customer Insight May 2012
3. Conversions
3.1 Registrations
Registrations (Target)
2,400 Registered (Month)
224 +22% above target
Registered (YTD)
540 +41% above target
Registered (All-time)
11,146
3.3 Business news Most read articles 1. Apply now for Empty Premises Relief 2. DEL Employer Breakfast Event 3. Tender for Opportunities for 2013 World Police & Fire Games 4. Entrepreneurs invited to ‘Pitch’ business ideas
2,945 (Page views)
Page 3 of 4
3.2 Tools used (includes online tools, guides printed and downloads) Online tools
2,455 Most used online tools 1. Business support finder 2. Company name and trade mark checker 3. How much annual leave is my employee due? 4. Calculate statutory redundancy pay 5. Create a written statement of employment
Downloaded documents
3,028 Most downloaded documents 1. Sample letter of confirmation of redundancy 2. Sample provisional letter for redundancy 3. Sample redundancy selection matrix 4. Job description template 5. Business plan template
4.2 Social Networks
Twitter Facebook Blogspot YouTube
3,894 Followers 549 Likes 602 Visits 10,371 Views
+71% (compared to May 2011)
+158% (compared to May 2011)
+81% (compared to May 2011)
+82% (compared to May 2011)
Customer Insight May 2012
Customer Insight May 2012
4. Customer Retention
Contact us
nibusinessinfo.co.uk Invest NI Head Office Bedford Square Bedford Street Belfast BT2 7ES E: [email protected] T: 028 9069 8776
Report definitions
Visits: A visit starts when a user first enters the site and ends after they leave or become inactive for 30 mins. Tools used: The number of online tools, pages/guides printed and files downloaded by customers Registrations: Customers who complete our registration process in order to save results, request updates/alerts etc. Engaged: Customers endorsing the site by sharing personal details via registration to open a two –way communication Return visits: Visits originating from users who have visited the site previously. Provides an indication of visitor loyalty Clicks: Instance of a click on a paid text ad on the Google search engine that is directed to nibusinessinfo.co.uk. Impressions: The number of times our paid text ads appear for searches on the Google search engine. Click through rate: The number of times a text ad is clicked divided by the number of times it was displayed. Cost per click: The price we pay for each instance of a click on a paid text ad on the Google search engine. FURLs: A shortened easy to remember website address used for tracking offline to online campaigns. Conversion: A meaningful customer interaction such as completion of a tool, download a document, print a page etc. Click to open rate: The percentage of opened emails that generate a click-through to the website. Acquisition/Conversion/Retention: Indication of how the website attracts, engages and keeps its customers.
4.1 Email marketing
Monthly newsletter Welcome email
Most read items 1. Apply now for Empty Premises Relief 2. Set up a pop-up shop 3. Starting a tourist accommodation business
Audience by business stage 1. Pre-start: ? 2. Start-up: ? 3. Established: ?
Click to open rate
72% Sent: 7,691 Opened: 1,883 Clicks: 1,348
Click to open rate
?% Sent: ? Opened: ? Clicks: ?
Note: Typical click to open rate for UK Government email campaigns is 26%. Source: UK Email Marketing Benchmark Report 2012
Page 4 of 4
No welcome emails sent due to technical fault
