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Help With Odd Website Analytics

Discussion in 'Websites, SEO, SEM, Display, Social, Marketing' started by Baron Ringler, May 17, 2019 at 6:39 PM.

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  1. Baron Ringler

    Baron Ringler
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    First Name:
    Baron
    Dealer or Company Name:
    Planet Honda
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    I'm having trouble deciphering data, and want opinions.

    Our web site traffic ytd for year-over-year numbers for three stores is UP 12%, 19%, and 50% respectively but for each store the total lead submissions are DOWN. In the case of the 19% increase the submission rate is down 31%. This means that the total visits ytd are up nearly 6500 and the form submissions are DOWN by nearly 200. These aren't small Kia, Mitsubishi or Mini stores, but major Japanese brands at decent-sized locations.

    Anyone have any ideas? Could it be some sort of bot is being used to inflate the visit numbers? If so, how could you tell? The traffic is showing as excellent but the total page visits are way down, the time on site is way down, the form submissions are way down, and the numbers just don't make any sense. The sites have added features compared to last year so time on site should be up, not down, and same with page views. How can you recognize bogus traffic? Is there a way? By the way, it's matched analytics with the same providers, year-over-year, so it's good comparative data.

    Any help would be appreciated.
     
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  3. AWNick

    AWNick
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    Nick
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    AutoWebing
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    Have you tried looking into whether its paid traffic, organic traffic, etc? You could be buying garbage paid traffic that comes in droves but doesn't do anything, or you could be experiencing a high amount of bot traffic. You could also break it down to pages and see where it's coming from. We've noticed similar results on our client sites when one of their blog posts or content pieces takes off. We'll get 1000s of people per month looking at a specific blog post thats informative but isn't converting. It could be a lot of things. I'd be more than happy to help you dig into it if you'd like, just PM me.
     
  4. CarlAutofusion

    CarlAutofusion
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    Carl
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    You may be right. If time-on-site, pages/visit, etc are bad, I would suspect bots too.

    Check to see where your traffic is coming from. Do you have large concentrations of traffic coming from outside your state?

    Check your referral traffic and try to find the source of that traffic.

    If you need help, feel free to reach out to me [email protected]

    Thanks.
     
  5. C Dorman

    C Dorman
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    Chip
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    Take a hard look at your traffic sources and ask yourself what's changed? Did you change paid search providers? Did you change vendors? Did your Tier 1 or Tier 2 change providers?

    Then take a hard look at the ratio of your desktop to mobile users. I've got dealers that are up to 75% mobile traffic now. They aren't going to submit web form leads. Look at the total number of leads submitted, including chat/text/calls.

    Did you add on or change your digital retailing? It's entirely possible to skew the number of leads depending on your strategy. You can squeeze a lot of "leads" from your site by requiring people to give up info just to see a "real" price. This is not a one size fits all answer, but for a lot of dealers they are better off not wasting time with upper funnel shoppers who are just trying to decide if a vehicle could be in their consideration set.

    You've done a great job noticing the change.

    Now you just need to drill down to discover the why.
     
  6. Alexander Lau

    Alexander Lau
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    Alex
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