Traffic to your home page is up. Great. Next question, why is traffic up? Is it because you increased your display ad spend? Maybe you have an analog event happening this week? Maybe it’s the big sale you are running online? Today’s story shows you how Outlier identifies exactly why page views increased.
As previously discussed, we track our own marketing efforts using Outlier. Last year, we launched our Automated Business Analysis campaigns and are leveraging multiple marketing channels (events, content syndication, social, display ads, etc.), which explains why we’re still seeing more page views to our www.outlier.ai site.
What caused Page Views to Increase?
A trend started on December 10th, when we had a 37% increase in page views on our site from the same segment compared to the previous month. On the most recent week, the value of page views was 66% higher than the expected model and the population impacted by this change was large at 67% to 80% of Users compared to the previous day. This is great news, but who and what drove this increase?
The first pie chart in the Root Cause Analysis shows site traffic is being driven by both Direct and Display ad traffic, respectively 37% and 31%. The second pie chart shows Google traffic and Google Ad traffic contributing to roughly 38% to the increase. The third pie chart was my personal favorite insight about geography.
A few regions seem to be contributing the most, including New York which is leading the effort at 24% contribution. Additional regions contributing to the increase are California, Georgia, Texas, and Colorado. Did you notice the big uptick for New York? The big question we have as marketers, is why is this regional increase happening today?
What happened last week in New York? Last week, there was a retail trade show in New York state that we participated in which explained why we saw so much traffic from that state, which is pretty cool.
From this Outlier story, we can say our site traffic is trending up month-over-month. This heightened increase was due to Direct and Display traffic, driven by Google and especially in the New York region.
We would have probably been able to eyeball page views in our Google Analytics homepage to see that they went up. And if we’d had hours to get more granular and dig into the data, we probably would have come to the same result with Google. The important part to note is this Outlier insight was delivered to our inbox already analyzed for us. It saved us hours of manual analysis.
You can identify meaningful trends in your data with Outlier. Without Outlier, these kinds of insights would require hours, days, weeks or months of analysis. Outlier empowers businesses to take a deeper look at their data and uncover unexpected trends that can lead to revenue increases. Sign up for a custom demo to hear how Outlier finds a broken relationship between segments.