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2013

SAMPLEONLY Latvia.travel visitors (traffic) report (2011 - 2013)

Total visits Visits represent the number of times the website was visited, without regard to repeat visitors. In 2012 number of page visits continued to grow steadily and for the first time total annual number of page visits made by all visitors exceeded X million and reached X,XXX,XXX visits. That was an increase by more than XXX% compared to 2011 when web page was visited XXX,XXX times.

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In 2012 Top15 countries by number of webpage visits were: % of total lavia.travel visits Latvia Russia Germany Lithuania Estonia United States United Kingdom Ukraine Sweden Finland Japan (not set) Belarus Norway Spain X,X% (XXX,XXX visits) X,X% (XXX,XXX visits) X,X% (XXX,XXX visits) X,X% (XX,XXX visits) X,X% (XX,XXX visits) X,X% (XX,XXX visits) X,X% (XX,XXX visits) X,X% (XX,XXX visits) X,X% (XX,XXX visits) X,X% (XX,XXX visits) X,X% (XX,XXX visits) X,X% (XX,XXX visits) X,X% (XX,XXX visits) X,X% (X,XXX visits) X,X% (X,XXX visits)

gh level of low quality traffic generated by display ad campaigns. The relatively small proportion of visits from target segment vs total visits is explained by the fact that visits from priority markets in 2012 constituted XX,XX% of total traffic, however the visit length of most of these visits (XX,XX%) were no longer than 10s and therefore this traffic do not sum up to target segment traffic.

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Increase in target segment visits, 2012 vs 2011 In 2012 vs 2011 there was an increase in target segment visits from all target markets visits from Latvia grew by XX.X%; Russia XX.X%; Lithuania XXX%; Estonia XXX.X%; Germany XX.X%; Sweden XX%; Finland XX.X%. These 15 countries together made more than XX% of total visits. Target segment visits vs. Total visits Target segment = Visits from Sweden, Finland, Germany, Russia, Lithuania, Estonia and Latvia with visit duration longer than 60s and more than two visited pages per session. Growing slower than the overall traffic, in 2012 target segment visits grew by XX.X% compared to 2011. Although there was a considerable increase of target segment visits in absolute numbers, in 2012 target segment visits made only XX.X% of total traffic compared to 2011 when target segment visits constituted XX% of total visits. Target segment visits by country vs total target segment visits in 2012 and 2011 Comparing target segment visits by country to total number of target segment visits in 2012 and 2011, majority of visits originated in Latvia (XX% vs XX,X% in 2011), following by visits from Russia (XX.X% vs XX.X%), Lithuania (X.X% vs X.X%), Estonia (X.X% vs X.X%), Germany (X.X% vs X.X%), Sweden (X.X% vs X.X%) and Finland (X.X% vs X.XX%). 3

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Redirects to other language versions In 2012 from target segment visits from Latvia XX.X% visitors switched directly to RU page and X% switched to EN page, together making more than XX% of target segment traffic that originates in Latvia. Considering the relatively small percentage of traffic from Latvia to pages in foreign languages, especially to EN page, it is assumed that for foreigners latvia.travel is mostly used as an info resource before the actual trip.

New vs Returning visitors New visitors - the number of visitors who came to the site for the first time or without a Google cookie from their last visit during a given time period. Returning visitors - the number of visitors who have returned after a previous visit during a given time period.
Note: Due to cookie deletion and multiple computer usage, it is difficult to get a true picture of the split between people who have never seen a website before and those who have. However, recording whether the visitor had a cookie from this website previously does at least give an indication of this new/returning split.1

Although the the total number of visits in 2011 and 2012 increased dramatically, proportion of new visitors vs returning visitors in both years stayed almost identical - XX% vs XX%. This figure also was impacted by display ad campaigns and, taking into consideration the data
1

http://www.l3analytics.com/2009/11/02/neworreturningvisitsorvisitors/

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from Q1 2013 when returning visitors constituted XX.X%, it is predicted that the final proportion of returning visitors in 2013 will be higher than in 2012.

Bounce Rate Bounce rate is the percentage of visits that go only one page before exiting a site. The overall bounce rate in 2012 was XX.XX%. It surged by XX.XX% compared to 2011 negatively impacting the average visit duration that fell by XX.XX% to X min XXs. Increase in bounce rate experienced traffic from all target markets - Latvia (XX.XX%); Russia (XX.XX%); Germany (XX.XX%); Lithuania (XX.XX%); Estonia (XX.X%); Sweden (XX.XX%); Finland (XX.X%).

Visitors from mobile devices Traffic from mobile devices in 2012 made X,X% of total traffic. Compared to 2011 mobile traffic to latvia.travel increased by more than XXX% in spite of launch of latvia.travel applications for Android and Iphone devices. Although it is predicted that the proportion of mobile traffic will continue to grow rapidly, in the medium-term future desktop version still will have the largest impact because of higher time spent on page and the larger screen used by visitors. In 2012 by far the most popular mobile devices for visiting latvia.travel 5

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were Apple Ipad tablet (XX,XX%) and Apple Iphone (XX.XX%).

Pageviews by content type Latvia.travel currently contains the following content types: Articles, Frontpage, Sights, Pages, Accommodation, Map, Event, News, Brochures, Catering, TIC, Routes, Med.Services. The common pattern in all three main languages (EN, RU, DE) shows that the most visited and valuable content in latvia.travel is Articles (ranging between XX% to XX% of total pageviews), Frontpage (ranging between X% to XX% of total pageviews) and Sights (ranging between XX% to XX% of total pageviews).

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Visits by traffic source Direct traffic - visitors who visited the site by typing the URL directly into their browser. 'Direct' can also refer to the visitors who clicked on the links from their bookmarks/favorites, untagged links within emails, or links from documents that don't include tracking variables (such as PDFs or Word documents). Refferal traffic - visitors referred by links on other websites. (Links that have been tagged with campaign variables won't show up as [referral] unless they happen to have been tagged with utm_medium=referral. )
Note: All untagged or improperly tagged marketing campaigns from display ads to emails are treated as direct traffic by Google.2

Organic search is the most important source of traffic, making XX,XX% and XX,XX% of total traffic in 2011 and 2012. The negative change of proportion of search traffic in 2012 vs 2011 is explained by the increase of direct traffic generated by display ad campaigns. In 2012 direct traffic grew more than twice compared to 2011 constituting almost XX% of total traffic. Referral traffic in 2012 made X,XX% compared to XX,XX% in 2011.

http://www.seotakeaways.com/secretdirecttrafficgoogleanalytics/