2010 performance report overview - infonews.co.nz
Each year we analyse the data collected on infonews.co.nz to assess how the site is performing.
This document is a simple summary and overview of the data for the key areas we analyse for onsite performance. The Performance Summary below describes a few key points.
The overview shown here is not the complete data set for this report. If you wish to know more about your content's performance on infonews.co.nz please email peter@infonews.co.nz.
Infonews.co.nz is analysed in 2 parts. Content and Services.
Content
A combination of user generation and aggregation makes up the content on infonews.co.nz.
News, Events, Photos, Profiles, Index and Home pages make up nearly all of infonews.co.nz’s content.
Every town, city, region, category and topic has a homepage which only shows content related to the home-page. Profiles show all content added by a contributor and their contributors profile and links.
Other aggregation services include newszealand.co.nz, twitterdirectory.co.nz and blogdirectory.co.nz
Services
Infonews.co.nz’s core services are made up of advertising and syndication.
infonews.co.nz uses adhub.co.nz for display campaigns along with Google AdSense on news, event, photo and home pages. No ads are delivered on the indexes and the profiles.
infonews.co.nz’s core site service is syndicating news, events and photos to various niche websites in New Zealand using our API.
Core services are only briefly touched on in this article as the focus of this data is the publishing site’s performance.
All statistics derived from: January 2010 to 31 December 2010 *Google Analytics, Adhub, GetClicky (July to Dec 2010 only), Google Adsense
Performance Summary
Website traffic
- Total traffic was down on 2009 by 16%. This was due to a decrease in resources for managing the content and the resulting reduced content published.
- Loyalty doubled and direct and returning users reached 20,000 visitors per month average in the last quarter.
- For the third year in a row, events coverage drove the most traffic from all sources.
Monthly Traffic breakdown.
- Traffic peaked in September due to the Christchurch earthquake
- Event related news peaked searches for all but one month.
- The business, section grew the most of all sections on the site.
Traffic Sources
- Google, Facebook and Twitter were leaders
- The RSS feeds have doubled in use and direct is the second largest source behind search.
Search Terms
- Earthquakes, Tsunami, Boobs on Bikes, apieceofnz.co.nz and local elections received significantly higher than site average responses.
- The traffic section had the highest single day peaks, besides earthquakes.
Category Performance
- infonews.co.nz regional pages in the news sections dominated the categories where nearly a third of all searches sent traffic.
- The business section made significant moves forward, surpassing sport to second place for content categories.
Regional Performance
- Auckland, Wellington and Christchurch lead the demographics for content.
- A third of search terms directing traffic contained a New Zealand place name.
Profile Performance.
- Profile pages had the highest exit click rate of all site pages with 2.34%
Outbound clicks
- This is the first year we have tracked outbound clicks. Infonews.co.nz’s links sent nearly 20,000 UB to other sites.
Inbound clicks
- Nearly 40,000 visitors came to infonews.co.nz from external site links
Display advertising
- Advertising numbers are constant and CTRs are also consistent at .02%
Adsense
- Adsense has continued to deliver a higher ctr than display, due to the optimisation of pages for search, but the cpm rate value is much lower.
Syndication
-
8,839 content syndications were made.
An overview of the data behind the conclusions in the summary is below
Traffic Overview
Website traffic overview
- infonews.co.nz was visited on 906,807separate occasions by 729,009 people across 112,519 unique pages.
- 91,000 visits, 12%, were people returning to the site.
- 91,000 visits were directly to the site,
- 680,000 via search referral,
- and 24,000 visits via Social Media referral. FB 14,000 and Twitter 10,000
- A total of 1,685,004 page views were generated, an average of 1.86 pages for each of the 906,807 separate visits.
- The average time spent for each visit was 1 Minutes 2 Seconds.
- 690 incoming links sent 37,768 referrals to infonews.co.nz and 468 out bound links sent 19,972 visitors to other websites.
Month |
Unique |
Visits |
Page |
Most viewed page |
Top Search term |
January |
66,940 |
76,792 |
158,681 |
a piece of new zealand |
|
Febuary |
58,833 |
67,319 |
137,838 |
tsunami update 2010 |
|
March |
67,314 |
77,214 |
155,654 |
kingsland festival |
|
April |
57,682 |
65,711 |
123,755 |
boobs on bikes |
|
May |
55,901 |
63,268 |
117,613 |
cat stevens new zealand |
|
June |
60,569 |
68,726 |
125,709 |
whakatane flooding |
|
July |
54,910 |
61,821 |
112,998 |
bluebird chips competition |
|
August |
71,618 |
80,897 |
147,450 |
boobs on bikes |
|
September |
86,323 |
97,919 |
179,853 |
christchurch earthquake |
|
October |
82,019 |
93,167 |
159,579 |
local body election results |
|
November |
73,537 |
83,213 |
141,696 |
bonne |
|
December |
63,015 |
70,760 |
124,178 |
airasia x christchurch |
Traffic Sources
Source/Medium |
Visits |
Pages |
Time on site |
google / organic |
644,859 |
1.91 |
00:01:02 |
(direct) / (none) |
90,516 |
1.74 |
00:01:11 |
yahoo / organic |
20,966 |
1.76 |
00:00:54 |
facebook.com / referral |
13,976 |
1.62 |
00:01:01 |
feedburner / feed |
11,619 |
1.75 |
00:01:15 |
feedburner / twitter |
5,405 |
1.86 |
00:01:26 |
twitter.com / referral |
5,307 |
2.05 |
00:02:09 |
Top Search Terms
- All search engines sent 685,846 total visits via 418,660 search terms
- 42,348 total visits via 14,905 terms containing the keyword “news”
- 243,080 search terms containing a New Zealand town, city or region sent referrals.
- 13,892 total visits via 7,177 keywords related to the Canterbury earthquake
- 8,882 direct search referrals were made for infonews.co.nz
Keyword |
visits |
pages |
Time |
Top landing page |
earthquake, quake |
13,892 |
1.31 |
00:01:13 |
|
infonews, + .co.nz, |
8,882 |
4.40 |
00:05:15 |
Homepage, default.cfm |
boobs on bike, boobs, |
4,616 |
3.24 |
00:02:18 |
|
kindle new zealand, |
6,441 |
1.16 |
00:00:19 |
|
local body |
1,196 |
1.47 |
00:01:45 |
|
www.apieceofnz.co.nz, |
2,979 |
1.90 |
00:01:40 |
|
opotiki news |
1,138 |
3.15 |
00:01:57 |
|
dannevirke news |
962 |
3.92 |
00:02:06 |
|
hamilton news |
843 |
3.24 |
00:01:48 |
|
wainuiomata news |
547 |
3.33 |
00:02:56 |
Category Performance
Across six main categories News and Business stand out as leaders. These two categories account for the majority of content posted, while sport is a close third and entertainment well behind accounting for around 12% of content added to the site.
Category |
Visits |
Pages |
Time |
pages |
top page |
News |
277,787 |
369,671 |
00:00:47 |
1.33 |
|
Sport |
139,728 |
183,432 |
00:00:45 |
1.31 |
|
Business |
233,174 |
285,984 |
00:00:38 |
1.23 |
|
Entertainment |
123,327 |
154,287 |
00:00:32 |
1.25 |
|
Events |
31,800 |
53,682 |
00:00:35 |
1.24 |
|
Photos |
69,816 |
116,433 |
00:01:03 |
1.67 |
Regional Performance
- 658,532 visits via 51 New Zealand cities
- Napier, Hamilton and Gisborne delivered the most pages per visit and highest average times on site.
City |
Visits |
Pages |
Avg. Time |
Auckland |
334493 |
1.91 |
71.33 |
Christchurch |
89541 |
2.10 |
79.97 |
Wellington |
81046 |
1.77 |
55.70 |
Hamilton |
21273 |
1.86 |
57.09 |
Palmerston North |
17886 |
1.89 |
57.92 |
Tauranga |
16423 |
1.94 |
61.75 |
Dunedin |
15783 |
1.88 |
53.63 |
North Shore |
15592 |
1.83 |
61.59 |
Nelson |
9658 |
1.95 |
64.89 |
Lower Hutt |
8930 |
1.89 |
57.63
|
Profile Performance
- 3,123 Profile pages were viewed a total of 47,785 times
- Profile pages had the highest exit click rate of all site pages with 2.34%, 1,118, of all profile views resulting in a click to the profiled website, twitter, YouTube or other link.
- 9,911 profile pages resulted in another page view and 11,986 profile visits resulted from article pages
- 18,314 profile visits were a result of search and 9,301 of those resulted in 2 or more page views.
Profile |
Unique |
Profile |
New Zealand Police |
5,557 |
|
Clare Swinney |
1,081 |
|
Dog & Lemon Guide |
914 |
|
Word of Mouth Media NZ |
852 |
|
infonews.co.nz |
696 |
|
Surf Life Saving New Zealand |
459 |
|
enthuse |
449 |
|
Christchurch City Council |
449 |
Outbound clicks - 19,972 - July to Dec 2010
- Outbound cilck rates were closely linked to inbound search terms
- Outbound clicks on event listings accounted for 14.9% of clicks.
- Visits via search account for 18% of outbound clicks, half of these were event listings
Item |
Value |
Value |
1478 |
4.4 |
|
759 |
2.2 |
|
526 |
1.6 |
|
523 |
1.5 |
|
371 |
1.1 |
|
352 |
1 |
|
348 |
1 |
|
277 |
0.8 |
|
236 |
0.7 |
|
233 |
0.7 |
|
224 |
0.7 |
|
Bookmark and Share |
223 |
0.7 |
222 |
0.7 |
|
222 |
0.7 |
|
221 |
0.7 |
|
160 |
0.5 |
Inbound clicks - 37,768 July to Dec 2010
- Facebook Like button generated 3,322 inbound clicks while links posted to Facebook created 7,236 clicks.
- Twitter and various twitter apps generated 12,364 inbound clicks.
- Email created 6,327 inbound clicks (infonews.co.nz does not send email newsletters at present)
Item |
Value |
Value |
http://facebook.com/l.php |
10558 |
24 |
http://google.co.nz/ |
3454 |
7.8 |
http://twitter.com/ |
2375 |
5.4 |
http://mail.yahoo.com/ |
987 |
2.2 |
http://mail.live.com/ |
791 |
1.8 |
http://twitter.com/infonewsnz |
410 |
0.9 |
http://webcache.googleusercontent.com/ |
357 |
0.8 |
http://twitter.com/home |
313 |
0.7 |
http://stuff.co.nz/entertainment |
260 |
0.6 |
http://hootsuite.com/dashboard |
251 |
0.6 |
http://actorsequity.org.nz/ |
207 |
0.5 |
http://google.com/ |
205 |
0.5 |
http://aviationpartnersboeing.com/ |
189 |
0.4 |
http://whaleoil.gotcha.co.nz/ |
182 |
0.4 |
http://google.com.au/ |
178 |
0.4 |
http://radiolivesport.co.nz/SportsEvents/tabid/250/ |
174 |
0.4 |
Advertising Overview
Display - Network ROS
- Total Impressions - 3,232,857
- Big Banner 760x120 - 521,428
- Rectangle 300x250 - 1,147,142
- Skyscraper 160x600 - 1,564,285
Month |
impressions |
January |
274,571 |
February |
248,000 |
March |
274,571 |
April |
265,714 |
May |
274,571 |
June |
265,714 |
July |
274,571 |
August |
274,571 |
September |
265,714 |
October |
274,571 |
November |
265,714 |
December |
274,571 |
Google Adsense
- 1,870,845 impressions
- 4,272 clicks
- 0.23% average
Month |
impressions |
clicks |
%CTR |
January |
132,630 |
372 |
0.28% |
February |
118,548 |
256 |
0.22% |
March |
194,854 |
387 |
0.20% |
April |
170,663 |
423 |
0.25% |
May |
170,023 |
388 |
0.23% |
June |
160,547 |
394 |
0.25% |
July |
106,891 |
302 |
0.28% |
August |
134,077 |
282 |
0.21% |
September |
213,170 |
427 |
0.20% |
October |
171,543 |
373 |
0.22% |
November |
155,613 |
373 |
0.24% |
December |
142,286 |
295 |
0.21% |
Syndication
More than 8,000 articles and events were syndicated via the infonews.co.nz API.
Catagory | Syndicated |
Sport |
620 |
Events |
3,118 |
Business |
3,649 |
Entertainment |
228 |
News |
1,224 |