Category: Quarterly Reports

Posted on by

Web Traffic & Updates Report | Q1 2023

Web Traffic & Web Updates Report | Q1 2023

Web Traffic & Analytics

1. Overall Traffic

2023’s Q1 overall web traffic shows relatively flat performance compared to that of 2022 Q1. There was a minor decrease in total users, new users, and sessions. But with minor to moderate increase in page views, pages/session, avg. session duration, and bounce rate.

Overall users and new users were on high in January and February of 2023, compared to 2022, but fell short in March..

Overall web traffic in 2023 is up however, following multiple campaign efforts centered on small tractors, as well as general new content and site features. 

2. User Demographics

User demographics for 2023 Q1 show the continued trend of younger users and female users increasing. The demographic changes are small. The largest changes with respect to age in the increase in users aged 35-44 and the decrease in ages 65+. There was a ~4% increase in female users on the site.  

3. User location

The location of website users in 2023 Q1 was consistent with that of 2022 Q1. This is a good thing as it shows that the vast majority of the site content is reaching customers and potential customers.

In 2021 Q1, there were increases in the total number of users in Colorado, Wyoming, and New Mexico, with decreases in our other 5 states, accounting for the total ~6% decrease in users in Q1.

4. User Behavior/Content Flow

Behavior flow charts from 2023 Q1 show the effectiveness of CCE campaigns, organic traffic to the home page, small tractor campaigns, mid ag & hay campaigns, featured used equipment sales, recruiting efforts, as these are the most common entry points of the site.  

5. User Acquisition

The user acquisition in 2023 Q1 shows an overall more even distribution of traffic sources. The most significant source of traffic continues to be organic, as desired, with relatively even split between social media, paid search, display ads, and direct traffic. This is optimal. The smallest contributor is referral traffic as expected.       

Website Updates & Improvements

To coincide with increased efforts in the small tractor market, the CUTs category page has received a complete redesign including a lot of new content. The additional content and features serve to increase overall organic traffic as well as improve the user experience and encourage customer action and conversion once on the page. Click the screenshot below to visit the page. 

Additionally, there is a new content section on the website dedicated to DIY video guides we have created and are continuing to create for our customers:

Posted on by

Web Traffic & Updates Report | Q3 2022

Web Traffic & Web Updates Report | Q3 2022

Web Traffic & Analytics

1. Overall Traffic

2022’s Q3 overall web traffic shows a good improvement over that of 2021 Q3. As the graph shows, there was an overall increase of 30.18% users and 31.57% new users. The number of overall sessions, that is the number of instances that a user visited the site, increased by 22.94%.

The decreases in the sub-categories of sessions per user, and page views, are all consistent with an overall increase in number of people using the website. They show opportunities for optimization but are not unexpected.

There are opportunities for improvement with respect to the pages/session, avg. session duration, and bounce rate metrics. The challenge presented by this data is to increase the readily available functions and actions for users on a given webpage. The goal is that users travel from where the entered the site, to follow-up tasks and information. For example, a user who arrives onto the store information page for their local Stotz Equipment will then follow the pathway of information to filling out a contact form, parts ordering form, or service scheduling form. Another example would be for a user who enters the site on a small tractor landing page but then continues on to requesting a quote or visiting the store information page for their local Stotz Equipment.  

2. User Demographics

User demographics for 2022 Q3 showed some changes to that of 2021 Q3. There were small decreases in the number of site users aged 55-65, 25-34, and very small decrease in the 65+ age group. These decreases translated to small increases in the number of users aged 18-24, 45-54, and a large increase in users aged 35-44. There were also minor changes in gender demographics for a 3.1% increase in female users.

3. User location

The location of website users in 2022 Q3 was consistent with that of 2021 Q3. This is a good thing as it shows that the vast majority of the site content is reaching customers and potential customers.

In 2022 Q3, however, there were large increases in the total number of users in AZ and CA: 14,423 to 19,478 and 9,866 to 15,807 respectively. This is great news as it shows the growth experienced in the total number of users on the site, were users located in Stotz Equipment AOR.  

4. User Acquisition

The user acquisition in 2022 Q3 show one significant change to that of 2021 Q3: An increase in Social Media-acquired traffic from 13.2% to 34.6%. This large jump account for the overall increase in the number of web users by ~30%.  

Website Updates & Improvements

Over the last few months the Marketing Team has developed and launched new web content and pages.  Two major highlights are the sustainability and community pages.

Additional web content projects currently in production:

  • Updated and expanded careers page
  • Additional new content and subpages for Stotz Precision
  • Updated location information page template

 

Marketing Center Updates & Improvements

As a reminder, the Custom Orders section of the marketing center highlights individual projects the marketing team has recently completed. If you are ever wondering, “Can the marketing team help make this?” Check the Custom Orders section for a similar project, or for marketing inspiration.

As the number of items and offerings increased in the marketing center, the order navigation has expanded as well. There are more products and resources available now for order than ever before through the marketing center. 

For suggested items, resources, processes, etc. please don’t hesitate to contact the Marketing team. The marketing center continues to be a diverse online tool for the growing company. The goal is to constantly improve upon it to make your life easier.   

Finally, the Marketing Team is excited to share the launch of our Community page on the Marketing Center. The Community page serves as an aggregate for community involvement and donation stories from within the Stotz Community. It is also a place to record and report community funds and giving. 

Posted on by

Web Traffic & Updates Report | Q2 2022

Web Traffic & Web Updates Report | Q2 2022

Web Traffic & Analytics

1. Overall Traffic

2022’s Q2 overall web traffic shows an improvement over that of 2021 Q2. As the graph shows, there was an overall increase of 17.76% users and 18% new users. The number of overall sessions, that is the number of instances that a user visited the site, increased by 12.53%.

The decreases in the sub-categories of sessions per user, and page views, are all consistent with an overall increase in number of people using the website. They show opportunities for optimization but are not unexpected.

There are opportunities for improvement with respect to the pages/session, avg. session duration, and bounce rate metrics. The pages/session decrease shows both a positive and negative user experience. On the one hand, it seems like users are finding the exact information they are looking for faster, not needing to navigate through multiple pages. On the other, it would be ideal that users would organically travel from one topic of information to the next, navigating to additional pages. Improving this behavior would also dramatically increase the the metrics of avg. session duration and bounce rate. The solution and plan of action is to continue optimizing the pathways of information and action. This would aid users in having an increased sense of accomplishment and clear pathway to success when using the site. 

Other than a spike of use in the second week of May, 2022, the user behavior patterns were consistent with that of the Q2, 2021. 

2. User Demographics

User demographics for 2022 Q2 showed minor changes to that of 2021 Q2. There was a small increase in the total number of female users to the site of about ~4%, demonstrating that the site is reaching a wider audience. The breakdown of female and male users in 2022 Q2 was 31.5% and 68.5% respectively.  

There were minor changes in age demographic, with the most notable being a slight increase in users aged 35-44 years old. And a slight decrease in ages 55-64. Overall the age demographic is evening across the board, again demonstrating that the site is reaching a wider audience. 

3. User location

The location of website users in 2022 Q2 was consistent with that of 2021 Q1. This is a good thing as it shows that the vast majority of the site content is reaching customers and potential customers.

In 2022 Q2, however, there were massive increases in the total number of users in AZ and CA: 13,402 to 17,000 and 11,073 to 14,336 respectively. This is great news as it shows the growth experienced in the total number of users on the site, were users located in Stotz Equipment AOR.  

4. User Behavior/Content Flow

The website user behavior of 2022 Q2 continues to demonstrate the success of the CCE department efforts in sales and marketing. There are also huge gains of website entry on the mid-ag and hay landing page, and CUTs landing pages. All three success pose opportunity for improvements. The behavior flow demonstrates that users who enter the site from the home page tend to navigate to sub-pages more frequently and for a longer amount of time. 

By building new calls of action and objectives into the CCE, CUT, and Mid-ag/hay landing pages, the number of drop-off and bounces, will decrease.    

5. User Acquisition

The user acquisition in 2022 Q2 shows minor variation to that of 2021 Q2, other than in the cases of social vs organic traffic. Because of the increased number of social ads and campaigns, the percentage of acquisition changed from 11% to 28%. The remaining acquisition channels remained similar (minor decreases in paid and display ads), resulting in an overall decrease in the amount of organic traffic.

This however does not cause concern because the overall number of users saw such a large increase, meaning that the majority of those users were the target of social ads within our AOR and not because of a sudden decrease in organic ranking.       

Website Updates & Improvements

For several months, the Marketing team has been working on significant content organization and display changes in the new equipment sections of the website. Many of the changes have already been put in place: increased product descriptions, multi-media content from John Deere, and more intuitive behavior paths for users. Most notably, in the CUTs category and sub-pages resulting in the behavior increases shown in the previous analytics section.

The final changes will be implemented shortly, culminating in a visual interface update to the new equipment navigation, which can be seen in the used equipment navigation. The used equipment category received a similar treatment in 2020-2021:

Marketing Center Updates & Improvements

As a reminder, the Custom Orders section of the marketing center highlights individual projects the marketing team has recently completed. If you are ever wondering, “Can the marketing team help make this?” Check the Custom Orders section for a similar project, or for marketing inspiration.

As the number of items and offerings increased in the marketing center, the order navigation has expanded as well. There are more products and resources available now for order than ever before through the marketing center. 

For suggested items, resources, processes, etc. please don’t hesitate to contact the Marketing team. The marketing center continues to be a diverse online tool for the growing company. The goal is to constantly improve upon it to make your life easier.   

Finally, the Marketing Team is excited to share the launch of our Community page on the Marketing Center. The Community page serves as an aggregate for community involvement and donation stories from within the Stotz Community. It is also a place to record and report community funds and giving. 

Posted on by

Web Traffic & Updates Report | Q1 2022

Web Traffic & Web Updates Report | Q1 2022

Web Traffic & Analytics

1. Overall Traffic

2022’s Q1 overall web traffic is consistent with that of 2021 Q1. As the graph demonstrates, there was a small increase in the overall number of website users, and of new users. Despite the increases being small, 1.42% and 2.02% respectively, any increase in these overall categories is a good thing.

The decreases in the sub-categories of sessions, page views, duration, etc. are all consistent with an overall increase in number of people using the website. They show opportunities for optimization but are not unexpected. The page views, session duration, and bounce rate, however, all show decreases larger than we would like to see. This would be cause for concern, if nothing on our website had changed since Q1 of 2021.

The diversification of site content and increased use of campaign-specific landing pages, as well as tailored news posts, account for these drops. The opportunity for improvement is to now hone these pages into stable touchpoint for site users.

The second week of January through the third week of February in particular, had an almost identical user pattern.

2. User Demographics
User demographics for 2022 Q1 showed some changes to that of 2021 Q1. The changes are helpful and show that the site is reaching a wider audience. There was an increase of ~5% to the number of female site users, with a final breakdown of 33.7% female and 66.3% male. Overall the site users got more middle-aged. There was significant increase in the number of site users between the ages of 35 and 54. While there was a decrease in the number of users aged 55 and older. Younger users of 18 to 34 stayed very close.

3. User location

The location of website users in 2022 Q1 was consistent with that of 2021 Q1. This is a good thing as it shows that the vast majority the site content is reaching customers and potential customers.

In 2022 Q1, the largest number of site users were located in Arizona, with second largest in California, and the third largest in Utah. Last year’s first quarter showed the largest number of users in Utah, the second in Arizona, and the third in California. However, this change is a result of an overall increase of 25.62% in the number of users based in Arizona, and 33.5% in California. This is a really excellent improvement in user location metrics, meaning a lot more customers and potential customers in AZ and CA are using the website.

4. User Behavior/Content Flow

The website user behavior of 2022 Q1 visualizes many of the changes in content and strategy since 2021 Q1. Out of 100K sessions, 26K users first arrived on the site at the CCE landing page. This is a 17% increase over 2021. From there, 14% more users navigated to the used-equipment category and 35% more users navigate to the new-equipment category. Both are excellent behavior improvements, especially when noting that 10% less users navigated back to the home page, or away from the site.

There was also a 500% increase in the number of users who arrived at the site through the CUTs page. This is a result of a re-development of the CUTs page and using it for several campaign targets. From the CUTs page, users then navigated to each of the CUT sub-categories (1-4 series) by a factor of 92% increase. There was another 500% increase in the number of users who arrived at the CUTs page and then navigated to used equipment page.

All of these changes can be seen in the phenomenal efforts of the sales teams, who have far surpassed CCE sales goals, dramatically reduced the used inventory assets, and sold as many CUTs as they could get their hands on.

Finally, though there has been a minor decrease in the number of users arriving to the site through the locations page, more of those users navigated directly to the parts page. This is consistent with the expected increased demand in parts, that the parts department has been stocking ahead for, for some time.

5. User Acquisition

The user acquisition in 2022 Q1 shows some variation to that of 2021 Q1. The changes are due to strategy change, mostly in response to inventory challenges. The most notable changes are that of the nearly 20% increase in social-media-acquired web traffic and a proportional decrease in that of paid and display ads. Organic web traffic dropped by about 5%, consistent with the increase in social media traffic.

Website Updates & Improvements

For several months, the Marketing team has been working on significant content organization and display changes in the new equipment sections of the website. Many of the changes have already been put in place: increased product descriptions, multi-media content from John Deere, and more intuitive behavior paths for users. Most notably, in the CUTs category and sub-pages resulting in the behavior increases shown in the previous analytics section.

The final changes will be implemented shortly, culminating in a visual interface update to the new equipment navigation, which can be seen in the used equipment navigation. The used equipment category received a similar treatment in 2020-2021:

Marketing Center Updates & Improvements

The Marketing Center now features an announcement banner section on the homepage, highlighting new items for order, resources, and information archives:

As a reminder, the Custom Orders section of the marketing center highlights individual projects the marketing team has recently completed. If you are ever wondering, “Can the marketing team help make this?” Check the Custom Orders section for a similar project, or for marketing inspiration.

Finally, there are currently several Stotz Equipment 75th Anniversary items in stock and ready to order on the marketing center. More will be added soon!

Please contact the marketing team anytime with special requests for additional 75th anniversary items, or other promo items.