Stacey Morrison, Project Manager

UW FAMILY MEDICINE DEPARTMENT, RESEARCH SECTION

USE ANALYTICS REPORT: HEALTHIER WASHINGTON PRACTICE

TRANSFORMATION SUPPORT HUB RESOURCE PORTAL

4-30-17

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Use Analytics Report: Period One: February 8, 2017-April 3, 2017 and Period

Two: April 3-April 24, 2017

Summary Information in this report has been acquired through Google Analytics. The report compares two periods in time: the

first two months, and the last three weeks prior to the end of this first fiscal Quarter. The first two months was a time of

building relationships with our partners and their media output, outreach to our communities through conferences and

meetings, and optimization of our Search Engine Optimization with the help of an SEO expert, a contractor with our Fuse

IQ contractor, Geoffrey Purkis.

The second period of time (three weeks, April 3-24, 2017) shows the website’s growth in a more stable, post-initial

launch period, reflecting the work done in the previous two months. The differences between the two periods is

discussed and trends noted. Overall, there is much to be positive about.

There was a slow but consistent stream of users/visitors to the site since the official launch date of February 8th, 2017.

The initial launch date garnered the most views. It was clear that outreach by our partners at Health Care Authority, The

Department of Health, and Qualis Health gave us an initial bump in visitors to the Portal.

Since the initial launch, the data continues to be encouraging. Number of users is increasing slowly. Users are finding our

site from a broader array of means of engagement. The number of sessions during which a user stayed on the site for

twenty minutes or more has increased. Bounce rate is down. In the initial eight weeks, 1, 944 sessions took place. In the

past three week, 912 took place. Adjusting for the length of each data analysis, this is just under a 20% increase in the

number of sessions from period one to period two.

We are encouraged by the data analytics and continue to monitor The Portal’s progress, keeping in mind special events,

conventional media exposure and social media campaigns.

Terms to Know* Search Engine Optimization: Search engine optimization (SEO) is the process of affecting the visibility of

a website or a web page in a web search engine's unpaid results—often referred to as "natural", "organic", or

"earned" results. In general, the earlier (or higher ranked on the search results page), and more frequently a

site appears in the search results list, the more visitors it will receive from the search engine's users; these

visitors can then be converted into customers.[1] SEO may target different kinds of search, including image

search, local search, video search, academic search,[2] news search, and industry-specific vertical

search engines.

As an Internet marketing strategy, SEO considers how search engines work, what people search for, the actual

search terms or keywords typed into search engines and which search engines are preferred by their targeted

audience. Optimizing a website may involve editing its content, HTML, and associated coding to both increase

its relevance to specific keywords and to remove barriers to the indexing activities of search engines.

Promoting a site to increase the number of backlinks, or inbound links, is another SEO tactic.

Bounce Rate: Bounce rate (sometimes confused with exit rate)[1] is an Internet marketing term used in web

traffic analysis. It represents the percentage of visitors who enter the site and then leave ("bounce") rather

than continuing on to view other pages within the same site. Bounce rate is a measure of the effectiveness of

a website in encouraging visitors to continue with their visit. It is expressed as a percentage and represents

the proportion of visits that end on the first page of the website that the visitor sees.[2]

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Backlinks: A backlink for a given web resource is a link from some other website (the referrer) to that web

resource (the referent).[1] A web resource may be (for example) a website, web page, or web directory.[1]A

backlink is a reference comparable to a citation. The quantity and sources of backlinks for a web page are

among the factors that Google's PageRank algorithm evaluates in order to estimate how important the page

is.[2][3] The PageRank score is, in turn, one of the variables that Google Search uses to determine how high a

web page should go in search results.[4]

Organic Search: Organic search is a method for entering one or a plurality of search items in a single data

string into a search engine. Organic search results are listings on search engine results pages that appear

because of their relevance to the search terms, as opposed to their being advertisements. In contrast, non-

organic search results may include pay per click advertising.

Direct Search (ie. Direct navigation: Domainers describe direct navigation as an Internet user navigating to a

website directly through the browser address bar. They bypass online search engines by typing a name like

"hotels" and adding ".com". For that reason, direct navigation traffic is more valuable than search engine

traffic since it is better targeted.

* Wikipedia. Wikipedia.org. n.p. Web

Period One: February 8-April 3, 2017

I. Acquisition of Users

Google Analytics shows that the majority of users have arrived at the site through a direct link, as opposed to a referral

(a link through another site), social media, or an organic search (Google or Bing). In this time period, there were 1,994

sessions and a total of 1,045 users, 49.2% new users.

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II. Overview of Page Views

Site Traffic Volume There were 13,749 page views. The average session consisted of 6.9 page views. 96.54% were visits from U.S. IP

addresses, with 2.71% views from a Great Britain IP address.

Top Locations Visiting Site Drilling down further, we find that over half of the sessions originated in Seattle, Olympia or Tumwater. In fact, the

remaining sessions were almost entirely along the I-5 corridor (Shoreline, Bothell, Everett, and Tacoma) with two

notable exceptions (Stuart, WA with 53 sessions and Union Hill, 35 sessions), both just east of Redmond WA.

Of the 13, 749 page views, 9,119 were unique with an average time on a page at 1:05 minutes.

Top Ten Pages Of the page views of the Portal, the vast majority are of the Home page or the Resources page. 2,599 page views were of

the Home page, 18.9% of the page views. 1,326 or 9.64% of the views were of the Resources page. There was a small

and fairly even distribution of views of the other main pages (between 268-579), for pages such as What We Do and

Who We Are.

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III. Engagement with site by sessions

Duration Though the average session was 6.26 minutes, viewing 6.9 pages, 827 sessions (nearly half of the 1, 994 sessions total)

lasted ten seconds or less. This could mean that these users are not finding what they want or are frustrated with the

search or filters. 1,115 sessions of the 1,994 sessions were a minute or less. This may be something we need to address

with user testing and feedback.

Sessions and Behaviors While the session duration suggests a problem, the bounce rate for the site is remarkably consistent and optimal.

Bounce rates for websites are ideally between 20 and 40%. Bounce rate for a new visitor on the site is 38.09% and lower

for a returning visitor at 36.61%. Returning visitors spend and average of 8.42 minutes on the site and half of the visitors

have been return visitors.

User Mode of Engagement 1,758 (88.16% of the users) accessed the site via laptop or desktop. 203 accessed by mobile and 33 by tablet.

Sessions by Browsers and OS Users are using the most popular browsers to view the site. Interestingly, Chrome sessions were 980, though most users

were not accessing it though an organic search. Internet Explorer was second at 533. Safari and Firefox were next, with

181 and 175 respectfully. Newsletter sign up total (or our “conversion” rates) was 19: 9 through Chrome, 3 IE, 6 MS Edge

browser for Windows 10, and 1 Firefox. Android phone sessions were only 8.

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IV. Demographics of Users

Our users thus far are, not surprisingly, primarily 25-54, with the greatest number (nearly 30%) 35-44. 61.7% of users

have been female, 38.3% male.

Period Two: April 3, 2017 – April 24th, 2017

I. Acquisition of Users April 3-24, 2017

Google Analytics continues to show that the majority of users have arrived at the site through a direct link, as opposed

to a referral (a link through another site), social media, or an organic search (Google or Bing). Direct link sessions

increased from 64.7 to 70%. However, organic searches also increased substantially and is now even with referral

linkages. This suggests that we are having more repeat business from users, that they are remembering the url, and that

finding The Portal using a Google search is becoming easier and more common.

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II. Overview of Page Views

Site Traffic Volume There were 7,685 page views in this three-week period. The average time on page was one minute and thirteen seconds.

This is up slightly from the previous period with a lower bounce rate of 31.58%. These are both good signs. According to

Google, a bounce rate between 30-40% is standard for any website, the lower the better.

Top Locations Visiting Site Drilling down further, we find that over half of the sessions originated in Seattle, Bothell, Shoreline or Tumwater.

Olympia area, where the Department of Health is located, is playing a less significant role in page visits.

Top Ten Pages Interestingly, the home page was the first page seen by a user, 12.64%. Due to the Learning Series, 933 (12.14%) first

page views was their forum. Administrative access log-in was up substantially as the AIMS Center added content. The

next standard Portal page that was first in viewings was the Resources page at 447.

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III. Engagement with site by sessions

Duration While 338 sessions were less than ten seconds, over two hundred of the 912 sessions were over 30 minutes! This is

about 20% of our users. This could mean that these 205 users are either not finding what they want or leaving the

website open. On the other hand, it could mean that they are reading the materials and staying on the site to do so.

Sessions and Behaviors While 338 session durations of 10 seconds or less suggests a problem, the bounce rate for the site is still dropping.

User Mode of Engagement Of the 912 sessions, 853 accessed the site via laptop or desktop. 50 accessed by mobile and 9 by tablet.

Sessions by Browsers and OS Users are using the most popular browsers to view the site. Interestingly, Chrome sessions were the highest at 450,

while new sessions and new users were more likely to be Internet Explorer which was 225 seesions . Safari overtook

Firefox in new sessions and new users. This suggests an increase in Mac users. Newsletter sign up total (or our

“conversion” rates) was 17, with 8 from Chrome, 3 Internet Explorer.

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IV. Demographics of Users

Our users continue to be primarily 35-44, with nearly 40%, 35-44. 57.6% of users have been female, 42.2% male.