INFONEWS

2010 performance report overview - infonews.co.nz

Monday 28 March 2011, 7:42PM
By infonews.co.nz
2166 views


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
Browsers

Visits

Page
views

Most viewed page

Top Search term

January

66,940

76,792

158,681

http://infonews.co.nz
/news.cfm?id=44240

a piece of new zealand

Febuary

58,833

67,319

137,838

http://infonews.co.nz
/news.cfm?id=47706

tsunami update 2010

March

67,314

77,214

155,654

http://infonews.co.nz
/default.cfm?l=1&t=72

kingsland festival

April

57,682

65,711

123,755

http://www.infonews.co.nz
/news.cfm?id=55957

boobs on bikes

May

55,901

63,268

117,613

http://infonews.co.nz
/event.cfm?id=3268

cat stevens new zealand

June

60,569

68,726

125,709

http://infonews.co.nz
/default.cfm?l=230&t=134

whakatane flooding

July

54,910

61,821

112,998

http://infonews.co.nz
/news.cfm?id=53806

bluebird chips competition

August

71,618

80,897

147,450

http://infonews.co.nz
/news.cfm?id=10516

boobs on bikes

September

86,323

97,919

179,853

http://infonews.co.nz
/news.cfm?id=58320

 

christchurch earthquake

October

82,019

93,167

159,579

http://infonews.co.nz
/news.cfm?id=58818

local body election results

November

73,537

83,213

141,696

http://infonews.co.nz
/news.cfm?id=59414

bonne

December

63,015

70,760

124,178

http://infonews.co.nz
/news.cfm?id=59985

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
/visit

Time
on site

Top landing page

earthquake, quake

13,892

1.31

00:01:13

http://www.infonews.co.nz
/default.cfm?l=342&t=117

infonews, + .co.nz,
info news,

8,882

4.40

00:05:15

Homepage, default.cfm

boobs on bike, boobs,
 + parade          

4,616

3.24

00:02:18

http://www.infonews.co.nz
/news.cfm?id=55957

kindle new zealand,
kindle, + NZ

6,441

1.16

00:00:19

http://www.infonews.co.nz
/news.cfm?id=43102

local body
election results

1,196

1.47

00:01:45

http://www.infonews.co.nz
/news.cfm?id=58818

www.apieceofnz.co.nz,
a piece of new zealand,        

2,979

1.90

00:01:40

http://www.infonews.co.nz
/news.cfm?id=44240

opotiki news                        

1,138

3.15

00:01:57

http://www.infonews.co.nz
/default.cfm?l=260&t=72

dannevirke news

962

3.92

00:02:06

http://www.infonews.co.nz
/default.cfm?l=354&t=72

hamilton news                  

843

3.24

00:01:48

http://www.infonews.co.nz
/default.cfm?l=69&t=0

wainuiomata news                

547

3.33

00:02:56

http://www.infonews.co.nz
/default.cfm?l=157&t=0


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
on Site

pages
/visit

top page

News

277,787

369,671

00:00:47

1.33

http://infonews.co.nz
/news.cfm?id=58818

Sport

139,728

183,432

00:00:45

1.31

http://infonews.co.nz
/news.cfm?id=55557

Business

233,174

285,984

00:00:38

1.23

http://infonews.co.nz
/news.cfm?id=59985

Entertainment

123,327

154,287

00:00:32

1.25

http://infonews.co.nz
/news.cfm?id=58320

Events

31,800

53,682

00:00:35

1.24

http://infonews.co.nz
/event.cfm?id=3560

Photos

69,816

116,433

00:01:03

1.67

http://infonews.co.nz
/photo.cfm?id=7025

 

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
/Visit

Avg. Time
on Site

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
Pageviews

Profile
link

New Zealand Police

5,557

http://infonews.co.nz
/profile.cfm?id=355

Clare Swinney

1,081

http://infonews.co.nz
/profile.cfm?id=1355

Dog & Lemon Guide

914

http://infonews.co.nz
/profile.cfm?id=1180

Word of Mouth Media NZ

852

http://infonews.co.nz
/profile.cfm?id=1205

infonews.co.nz

696

http://infonews.co.nz
/profile.cfm?id=178

Surf Life Saving New Zealand

459

http://infonews.co.nz
/profile.cfm?id=1570

enthuse

449

http://infonews.co.nz
/profile.cfm?id=1922

Christchurch City Council

449

http://infonews.co.nz
/profile.cfm?id=526


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
Percent

www.elections2010.co.nz

1478

4.4

www.ticketek.co.nz

759

2.2

www.ticketmaster.co.nz

526

1.6

www.bluebird.co.nz

523

1.5

www.proworkflow.com

371

1.1

www.milkybar.co.nz

352

1

www.ccc.govt.nz

348

1

Jetstar.com

277

0.8

www.taxpolicy.ird.govt.nz

236

0.7

http://freeviewshop.co.nz/

233

0.7

www.visaentertainment.co.nz

224

0.7

Bookmark and Share

223

0.7

www.glitterfilms.com

222

0.7

www.nztopomaps.com

222

0.7

www.curekids.org.nz/rednoseday

221

0.7

www.itmcup.co.nz

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
Percent

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
/film/4169335/Jackson-fights-to-save-Hobbit

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