MDMRWebsiteAnnual AnalyticsReport

for2012
TheMississippiDepartmentofMarineResources(MDMR) websitemetricsarenecessarytodeterminehowwellthe websitealignswiththemissionoftheagency.Website analyticsreportsaremeanttopresentthesemetricsina meaningfulandengagingway.TheHighlightssectionisa onepagesummaryofkeyfindings.TheAnalysissectionis designedaroundaseriesofhighlevelquestionsaboutthe websiteanditsvisitors.Thereportconcludeswithafewbrief trends,recommendationsbasedonthosetrends,and informationregardingthisreport. KimberlyDenz Programmer Analyst,InformationTechnologyBureau

MDMRWebsiteAnnualAnalyticsReport 2012

dmr.ms.govAnnualReport
(2012 2013)

Highlights
Traffictodmr.ms.govcamefrom140differentcountriesandterritories.Thetopfivecountries (notincludingtheUnitedStates)werethePhilippines,India,theUnitedKingdom,Canada,and Australia. Traffictodmr.ms.govcamefromeachofthe50statesandWashington,D.C.Thetopfive states(notincludingMississippi)wereTexas,Louisiana,Alabama,Florida,andCalifornia. Only3.71%ofvisitorstodmr.ms.govusedthesearchfeatureonthesite.Thistellsusmost userscanfindwhattheyneedusingthenavigationtools.Whenthesitesearchfeatureisused, threeofthetoptensearchedtermswererelatedtoemployment,andfourofthetopten searchedtermswererelatedtoshrimporcrab. Nearly25%ofthemostfrequentvisitorstothesitecamefromMississippistateagencies, includingwithintheagency.TheMississippiDepartmentofInformationTechnologyServices (ITS)doesnotsegmentoutgoingInternettraffic,soitisimpossibletodistinguishbetween internalandexternaltrafficfromtheITSnetwork. 29%ofthetraffictothesitebeganonthehomepage,and39%ofthistrafficleftwithout viewinganyotherpages.Whilethisbouncerateof39%islowforagovernmentwebsite,there isstillanopportunitytoimprovedesignandcontenttofurtherengageusers. ThehomepageandtheArtificialReefpagewerethemosttraffickedpages.Overall,29%ofall pageviewswereofhomepageand5%ofallpageviewswereoftheArtificialReefpage.

Quick Stats

47,631uniquevisitors 91,091totalvisits 292,902totalpageviews 3.22pagesviewedpervisit 4:11minutesaveragevisitduration

MDMRWebsiteAnnualAnalyticsReport 2012

Analysis

How many people visitedthe website?

47,631peoplevisitedthewebsite,generating 91,091totalvisitsand292,902pageviews.See Figure1. Spikesintrafficoccurredon: May16fishingrecordset May30shrimpseasonopens June4reefenhancementnewsrelease July2CMRspecialmeeting TheabsenceoftrafficonAugust4and5wasdueto anoutageatITS

Figure1:DailyVisitstodmr.ms.gov

Howengaged werethese visitorswithin thewebsite?

Onaverage,usersvisited3.22pagespervisit,yet 14%onlyviewedonepagepervisit. Onaverage,usersstayedonthesitefor4minutes pervisit,yet16%ofvisitslasted010seconds. 52%ofvisitorswerenewtothewebsite,and48%of visitorswerereturning.

Areour visitors mobile?

16%ofvisitscamefrommobiledevices,mostlyon AppleiPhones,AppleiPads,andSamsungSCH1500 Fascinatesmartphones. Mobilevisitorsmadeup67%ofnewvisitstothe website.

MDMRWebsiteAnnualAnalyticsReport 2012

Howdo people findour website?

About56%oftrafficcamefromsearch,30%came directlytothesite(bytypingintheaddressor usingbookmarksoremaillinks),andtheremaining camefromlinksinotherwebsites. Topreferralsourceswere: mgfb.com ourIntranet gulfcoast.org primofish.com bluecrab.info 327visitorscamefromsocialnetworkreferrals,and 49visitscameviaQRcodecombinedforatotalof .03%ofreferrals.SeeFigure2.

Figure2:SourcesofTraffictodmr.ms.gov

3% of Referrals

MDMRWebsiteAnnualAnalyticsReport 2012

Whatdid ourvisitors searchfor?

Searchvisitorscametodmr.ms.gov bysearchingfor theterms"mississippidepartmentofmarine resources,""msdmr,"and"mississippidmr."See Figure3. Onceonthesite,3.71%ofvisitorsusedthesite searchprimarilyforthetopics"boatregistration," "jobs,""employment,""crabbing,"and"shrimp." SeeFigure4.

Figure3:WordCloudofExternalSearchTermsResultinginVisitstodmr.ms.gov

Figure4:WordCloudofInternalSiteSearchTermsondmr.ms.gov

MDMRWebsiteAnnualAnalyticsReport 2012

Whatpaths dovisitors takethrough ourwebsite?

61%oftrafficbeganonthehomepage. 32%ofthevisitsthatbeganonhomepageleftthe sitewithoutviewinganyotherpages. 20%oftheremainingvisitorscontinuedthroughto theNews&Eventspages,theRecreationalFishing CatchLimitspage,ortheContactUspage.See Figure5.

Figure5:VisitorFlowthroughdmr.ms.gov

MDMRWebsiteAnnualAnalyticsReport 2012

What content is popular with visitors?

13.24%

Afterthehomepage,theArtificialReefpage receivedthemostpageviews,withabout5%oftotal pageviews. Primarynavigationsections Licensing,DMR Information,CommercialFishing,Recreational Fishing,andMarineFisheries receivedbetween3% and13%oftotalpageviews.SeeFigure6. Thetop5popularpageswere: ArtificialReef RecreationalCatchLimits InshoreReefs ContactUs RecreationalFishing

Figure6:AnnualPageviewsofKeySectionsofdmr.ms.gov

9.45%

4.08%

3.82% 2.66%

MarineFisheries

RecreationalFishing

CommercialFishing

DMRInformation

Licensing

MDMRWebsiteAnnualAnalyticsReport

2012

Wheredo visitors gofrom here?

Ourwebsitehasover60outboundlinks(links tootherwebsites). Thetop5outboundlinkswere: MDWFP PurchaseorRenewFishingLicense MDWFP Fishing&Boating MSStatePersonnelBoard TransparencyMississippi MSCoastalCleanup

NoticeableTrendsandRecommendations
Whilewearebeginningtohighlightmorecontentinthehomepageslideshow,wecoulddo moretographicallyshowcasepageswiththefewestpageviews.Analyticdatashowconsistent spikesintraffictotheGrandBayNERRpagewhenmonthlyAdventureQuenchersarepromoted onthehomepage.Therefore,recommendationsincludecreatingengagingcontentforthe leasttraffickedpagesandcrosspromotingcontentonpopularpages,whenapplicable. Outbound traffic to MDWFPs fishing license renewal page spikes when open seasons are announced and when fishing records are set. Recommendations based on this trend include increasing the publics anticipation of upcoming seasons through outreach campaigns and creatingfeaturestorieshighlightingagencyeffortssupportingvariousfishingactivities. As anticipated, highlighting key information on fishing, seasons, and licenses is helpful to visitors. However, the high level of interest in employment with the MDMR was not foreseen. Prominently displaying vacancy announcements in the home page slideshow may help visitors findemploymentinformationmoreeasily.

AboutMDMRWebsiteAnnualAnalyticsReports
TheMDMRlauncheditscurrentwebsiteonJanuary12,2012.Atthattime,GoogleAnalyticswas addedtogaininsightsintouserengagementwithdmr.ms.gov.KimberlyDenzanalyzedGoogle Analyticsmetricsonvisitorsandpreparedthisreport.Ms.Denzisavailabletocustomizeand presentthisinformation,uponrequest.PleasefeelfreetocontactMs.Denzwithanyquestionsor suggestionsregardingthisreport.ThisreportwascreatedonFebruary11,2013,andisthefirst annualreportpreparedfortheagency.