| The Best Job in the World: Impact on Global Awareness |
Tourism Queensland's Island Reef Job campaign garnered publicity and interest from all over the World. The promotion which finished on 6th May 2009, with the announcement of Englishman, Ben Southall as the winner, was extended by normal media standards.
Hitwise's Research Note on this campaign revealed the global ebbs and flows in visits to IslandReefJob.com during different phases in the promotion and examined the effects of Social Media and Email Services during the campaign.
Key findings:
- The peak share of visits to IslandReefJob.com occurred within the week following the launch - led by Singapore, Australia and New Zealand.
- During the voting phase, Singaporean consumers were most engaged. Peaks in traffic were below those experienced during the 'entry phase' of the campaign, except for Hong Kong where the peak day was 225.6% higher than the highest peak of the 'entry phase'.
- The announcement of the shortlist seemed to go by unnoticed on the day itself, but a minimal increase in traffic was generated in the days that followed in each market.
- During the final phases of the promotion, visits to IslandReefJob.com peaked when the winner was announced on 6th May 2009: led by Singapore, Australia and New Zealand.
- Social Media was a prime marketing tool for this promotion and in each market was one of the largest contributors of traffic to IslandReefJob.com.
- Upstream website traffic from Search Engines reflected the impact of Pay-Per-Click (PPC) activity that was undertaken during the 'entry phase' of the campaign in the key markets of Australia, UK and New Zealand.
- Email Services were a prominent source of traffic to IslandReefJob.com, especially in the US; indicating that promotion of a specific campaign through email can be a cost-effective method to market directly to consumers.
Download the Island Reef Job Campaign Research Note.
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| Hitwise Launches Internet Measurement Service for Canada |
Hitwise recently announced plans to measure Internet usage in Canada. Hitwise will report on 85,000 websites across more than 160 industry categories based on the Internet activity of 100,000 Canadian Internet users from all provinces and territories. The Hitwise Canadian data sample comes from partnerships with Internet Service Providers and opt-in panels.
"In order to grow and protect market share, businesses must have sound data to base decisions on," said Chris Maher, president of Hitwise. "Hitwise provides the most timely and comprehensive intelligence about Internet usage and will now help marketers better understand the specifics of the Canadian market. And as in all our markets, Hitwise clients will receive the service and support they need to go beyond the data, take action and generate immediate return."
The Canadian service will provide clients with data on websites traffic rankings, clickstream, search terms and demographic segmentation. Clients will also have access to additional tools to create custom categories, search term portfolios and customised dashboards.
Visit Hitwise Canada.
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| Calls To Action - Getting It Right |
As websites are primarily a marketing tool it is important to view them like you might a banner ad or email campaign. Without a clear call to action you might be leaving potential customers with no where to go, other than to leave your website.
Calls to action vary from website to website, but the main ones include:
Sign Up Buttons
Getting a user to register on your website can help increase engagement and loyalty. Consider positioning 'Sign Up' buttons above the fold on your website and experiment with colours (Tip: green traditionally encourages more sign ups). You may also consider restricting certain parts of your website for only 'logged in' users - that way you are giving the user a reason to join, for further information. Also consider playing with the wording of your buttons: 'Sign Up', 'Join', 'Register' or 'Get an Account' are all worth trying.
Login or Registration Forms
Removing diversions from your 'Login' or 'Registration Forms' can improve conversion rates. We recommend taking any navigation away and moving the registration form to the centre of the website. You can also increase sign up rates by including your registration form on the sidebar of every page.
Buy Now or Add to Cart Buttons
The wording and positioning of 'Buy Now' buttons can have a huge effect on conversion rates. Try different colours and sizes for your buttons and also try different 'Add to Cart' buttons (for example, some shopping websites call them 'Baskets').
The key is to identify what the calls to action are on your website, and to make them as prominent as possible. Move them above the fold, test different button sizes - even if this involves changing the whole layout of your website. The more combinations you test the more likely you are to find out which option engages your customers and provides the best return.
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| Britz-ing Around |
It seems Singaporeans may be considering a Britz adventure for their next holiday getaway. Britz Motor Home and Campervan Rentals (www.britz.com) provides a range of 2wd and 4wd campervans and motorhomes for rental in Australia, New Zealand and South Africa. This fast moving website jumped 150 places to rank 136 in the Travel - Transport category and increased its market share by 264% for the week ending 20/06/2009. Now you know.
Visit the Hitwise To Go website and subscribe for regular feeds.
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| Lifestyle - Dating |
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The following report lists the most popular terms typed into a search engine over the 24 weeks ending 13/06/2009 that resulted in traffic to websites classified by Hitwise within the 'Lifestyle - Dating' industry. For example, the most popular search term was 'dateinasia' representing 2.87% of all search terms that delivered users to websites classified by Hitwise in the 'Lifestyle - Dating' industry.
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| 1. |
dateinasia |
2.87% |
| 2. |
adultfriendfinder |
1.29% |
| 3. |
sdu |
1.22% |
| 4. |
oasis active |
1.12% |
| 5. |
mygaydar |
0.96% |
| 6. |
person |
0.93% |
| 7. |
gaydar |
0.71% |
| 8. |
love quotes |
0.67% |
| 9. |
singaporelovelinks |
0.59% |
| 10. |
singapore love link |
0.49% |
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| Apple iPhone - www.apple.com/iphone |
It seems Singaporeans are keen get their hands on the new Apple 'iPhone 3G S', with the Apple iPhone website (www.apple.com/iphone) jumping 921 places to rank 244 in All Categories for the week ending 13/06/2009.
The website, which features information about the recently released 'iPhone 3G S', as well as applications, carriers and technical details, increased its weekly average visit time by over 4.5 minutes.
The top News and Media websites contributing upstream traffic to the Apple iPhone website were: HardwareZone (www.hardwarezone.com), Gizmodo Liveblog (live.gizmodo.com), Channel NewsAsia (www.channelnewsasia.com), Ars Technica (www.arstechnica.com) and Yahoo! Singapore News (sg.news.yahoo.com).
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| News and Media - Print |
| This category includes all online magazines and newspapers that also run a hard copy print version. The data below is based on All sites » Weekly rankings for the week ending 13/06/2009 » Ranks by 'Visits'. |
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| 51.4% |
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of traffic to this category was directed at domestic sites.
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| 1. |
Computers and Internet |
40.75% |
| 2. |
News and Media |
29.25% |
| 3. |
Computers and Internet - Search Engines |
18.58% |
| 4. |
News and Media - Print |
12.67% |
| 5. |
Computers and Internet - Social Networking and Forums |
10.82% |
| 6. |
Entertainment |
10.24% |
| 7. |
Business and Finance |
9.49% |
| 8. |
Lifestyle |
5.27% |
| 9. |
Business and Finance - Stocks and Shares |
5.23% |
| 10. |
Computers and Internet - Email Services |
4.23% |
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| 1. |
News and Media |
28.12% |
| 2. |
Computers and Internet |
23.28% |
| 3. |
News and Media - Print |
17.11% |
| 4. |
Entertainment |
15.75% |
| 5. |
Business and Finance |
12.67% |
| 6. |
Lifestyle |
9.77% |
| 7. |
Computers and Internet - Social Networking and Forums |
8.64% |
| 8. |
Lifestyle - Blogs and Personal Websites |
7.17% |
| 9. |
Business and Finance - Stocks and Shares |
5.74% |
| 10. |
Computers and Internet - Search Engines |
5.38% |
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