Through identifying and understanding the types of visitor to the World Series websites we can track engagement and use selected metrics as a measure for ongoing success.

Who are your users and what motivates them?

The key user types have been broadly identified as:

Fans

These are dedicated Fans returning to the site on a regular basis to stay up to date with results, see the latest videos, check details of upcoming events, read about athletes and more. They will browse many sections of the site over time, are enthusiastic about the events and are likely to share content with friends. 

Event Visitors

Event Visitors may be Fans, but also local visitors looking to attend an exciting event with friends and family. They may be looking for event details, tickets (where relevant), highlights post event, or perhaps remote viewers looking for live coverage.

Social Visitors

Social platforms such as Facebook drive traffic through to the website, and we refer to this segment of traffic as Social Visitors. They may not be aware of the series and are motivated by a friend’s shared content to visit the site, often landing on video or article content, then leaving again. Ideally these visitors will be enticed deeper into the site with engaging content.

Athlete / Rider Fans

When a visitor has shown repeated interest in the athlete / rider pages we consider them to be an Athlete / Rider Fan.

How do we measure what your users are doing?

We have created dashboards in Google Analytics to track and measure the behaviour of users. A dashboard has been created for each user type and needs to be viewed with the relevant data segment for that user. The name of the dashboard also provides the name of the segment to apply. 

These dashboards allow you to gain a snapshot of how the users are interacting with your website over time – by comparing behaviour on a monthly or quarterly basis you can see trends in data. 

When new functionality is added to the website we should always aim to improve a selected metric to give that new functionality a purpose and measurement of success.

To locate and segment your data, login to Google Analytics and follow the steps below for each dashboard type:

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Four dashboards have been created for the Word Series sites:

E: Event visitor (apply segment: Event Visitor)

Event visitors are segmented as visitors who have visited the events pages of the site:

The metrics displayed are:

  • Event Visitors – The total number of users who have visited tour stops pages 
  • Page views – The number of page views for the tour stop pages
  • Average page views per session – The number of pages viewed in a single visit
  • The total number of tracked interactions with onscreen elements and widgets within the event page category
  • The total number of tracked interactions specifically for the ticket purchase category

E: Fans (Apply segment: Fans)

Fans are segmented as visitors who have returned to the site three or more times within the data range selected (recommend monthly or quarterly data is used for consistency of comparison):

The metrics displayed are:

  • Fans – The number of users who have visited the site three times or more in the date range
  • Pages viewed per session by Fans
  • Shares – The number of sharing actions made by Fans

E: Rider Fans (apply segment: Rider Fans)

Rider (or athlete) Fans are segmented as visitors who have visited rider or athlete pages in two or more sessions during the selected data range. 

The metrics displayed are:

  • Rider Fans – The number of users who match the criteria
  • Tracked interactions – Clicks and interactions with on screen elements within the rider category
  • Page views – The number of pages viewed by Rider Fans
  • Average pages viewed per session by Rider Fans

E: Social Visitor (apply segment: Social visitors)

Social Visitors are segmented as those visitors arriving through social channels such as Facebook.

The metrics displayed are:

  • Social Visitors – The number of users who match the criteria
  • Clicks on Related Articles
  • Shares – The number of sharing actions made by Social Visitors
  • Page views – The number of pages viewed by Social Visitors
  • Average pages viewed per session by Social Visitors 
  • Average Time on Page

Questions?

 If you have any queries regarding these dashboards, please don’t hesitate to contact us.

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