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Over 50% of Local Business Websites Receive Less Than 500 Visits Per Month

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A study of Google Analytics for local businesses finds that their websites attract an average of 414 monthly users, with 50% of traffic coming from organic search.

BrightLocal analyzed Google Analytics data from over 11,000 websites to determine benchmarks for local business websites across different industries.

Here’s a look at some key findings from the study.

Average Number of Visitors Per Month

On the lower end of the spectrum – 13% of local businesses receive fewer than 100 visitors to their sites each month, while 55% receive fewer than 500. On the higher end, 20% of businesses receive more than 1500 monthly visitors to their site, and 15% receive over 2500 visitors.

Those numbers vary across countries and industries. Industries with the most website visitors include car dealerships, hotels, restaurants, entertainment, and local stores. It may be disappointing to learn that websites in the marketing industry are among the least visited each month.

“Websites for businesses focusing on cleaning, marketing, and alternative therapies receive the lowest number of visitors each month. This could be attributed to a lower volume of need (more people will be looking for a bar than a cleaner on a regular basis!), with many businesses receiving low volumes of users, and the most successful bringing up the average from the other end.”

Traffic Sources

Local business websites receive 50% of their traffic from organic search, with 37% coming from direct visits. The average local business receives no email, paid, or display sessions each month. Less than 5% of traffic to local business websites comes from social media.

Again, these numbers vary by industry, with some industries receiving a greater share of their traffic coming from organic search compared to others.

Websites in the medical, education, real estate, and hotel industries have the highest proportion of traffic coming from organic. The marketing industry is at the lower end of the scale in this area as well, though BrightLocal suggests that may be because marketers are more familiar with other channels.

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“At the other end of the scale, marketing businesses receive just 29% of traffic from organic sources. While this may seem shocking at first glance, it’s likely to be because marketers are more familiar with the other channels, and have higher usage of these – thus pushing down the proportion allocated to organic.”

Other Interesting Findings

Here’s a rundown of other interesting pieces of data from the study:

  • The average local business’s website receives 2.17 pages per session.
  • Mobile-only visitors visit an average of just 1.88 pages per session.
  • 54% of websites don’t have goals set up in Google Analytics.
  • Local businesses receive an average of 1,099 pageviews per month.
  • The average session on a local business’s website is 96 seconds.
  • The average bounce rate for local businesses is 60.23%.
  • Websites in the marketing industry have the highest bounce rate.

See the full study here.

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MARKETING

PGA TOUR transforms fan experience, analytics and customer feedback

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PGA TOUR transforms fan experience, analytics and customer feedback

This week, the PGA TOUR announced a partnership with experience management (XM) technology company Qualtrics to begin a multiyear transformation of fan experience across all touchpoints for tour events.

The PGA TOUR will use Qualtrics’ XM, which includes Qualtric Social Connect and Qualtrics Customer and Employee XM products, to draw insights from how fans engage with digital platforms at tournaments and determine ways to improve the experience. This, in turn, will help meet the goal of cultivating new fans, as well, according to Travis Trembath, vice president fan engagement for PGA TOUR.

Improving the fan’s journey. “There are several stages in a tournament attendee’s journey, each which can make or break someone’s overall experience — from parking, to food and beverage, to restrooms and venue sight lines,” said Trembath. “Our goal is to improve all aspects to provide fans a best-in-class experience from start to finish.”

The journey also includes different levels of engagement through digital experience (DX) touchpoints. For instance, some fans use the PGA TOUR app while on-the-go to check scores and tournament news. Other fans want a more engaged DX that complements a tour telecast on a second screen. And there are also fans who seek out stats and other content relating to fantasy sports and betting.

“The partnership with Qualtrics will enable us to gain a deeper understanding of fan preferences across all of these channels and allow us to begin to optimize the experience on our existing platforms for different types of fans that consume the tour in different ways,” Trembath said.

Read next: What is a digital experience platform or DXP?

Feedback front and center. What will fuel the transformation? Feedback from fans. The tour already sends surveys to ticket buyers and a fan panel following an event. They also use social media listening tools. PGA TOUR will use the XM products to build out holistic fan profiles to make the feedback, and eventual improvements, more comprehensive.

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“One potential outcome of getting closer to our fans is that we may very well uncover new ways to engage fans that we had not previously contemplated or implemented,” said Trembath.

For current touchpoints, insights from customer preferences will inform the kind of content this is produced and distributed on digital channels.

“We understand our fans are looking for more immersive on and offline experiences; they want more behind-the-scenes access and content from our world-class athletes,” Trembath explained. “Qualtrics XM products will allow us to dig deeper and use a more systematic approach to learning about our fans’ preferences and experiences, and enable us to connect the dots to build more holistic profiles of our fans’ behaviors across multiple touchpoints.”

Read next: How to tackle the challenges of running successful hybrid events

Implementing Qualtrics XM. “The initial rollout will be focused on identifying macro insights that can be used to improve the overall experience for fans around the world,” said Trembath.

As a phase two, PGA TOUR will integrate fan preferences into their first-party fan database, resulting in more personalized experiences.

“The Qualtrics platform will be complementary to our Adobe digital marketing products and AWS data and analytics tools, enhancing our overall capabilities when it comes to learning and engaging our fans,” Trembath said.

Timeline for rollout. Some Qualtrics XM elements will be deployed this fall, including collecting feedback from websites, apps and social media.

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Real-time feedback through the Qualtrics XM platform will be incorporated into some tournaments in Q1 2023. The tour will use insights to make improvements to experience on-the-fly. Additionally, post-event feedback will be used to improve experience at specific annual tournaments the following year.

“As we uncover opportunities to improve the fan experience, we will act on them immediately,” said Trembath.


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Why we care. Golf tournaments have many of the same touchpoints as stadium sports, even if the golf course is a more open, outdoor venue. You have parking, ticketing, concessions and, of course, the game itself. With a lot of downtime between swings there’s also more opportunity for fans to consume content on a mobile device. So there is definitely a need to make sure that the experience is first rate. And who is a better authority on how to improve the experience than the fans themselves?

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Golf fans who also play the game have seen more technology at many high-end courses, so it’s reasonable to assume that they expect the experience at tournaments to continue to improve.


About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.

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