User Increase (+4,438 New)
Bounce Rate (Site avg 53%)
Registrations (304 Completions - 5% Conv Rate)
Assisted Conversion: An instance where a particular channel plays a role in the conversion process, but was not the last click that drove it.
For example, below, a user visited the site by clicking on a social ad, but did not immediately convert. At some point in the future that same user entered the site directly, and then converted.
Social media played an assisted conversion role because it was not the last click that lead to the purchase, yet was the first entry point through which the user discovered the website. But because of the way registrations are tracked, the “Direct/None” channel is attributed that conversion.
LinkedIn had the most engaged users, with avg time on site over 6 minutes, and bounce rate of just 56%. Since there is a smaller pool of users, however, we need to switch up ads and run them weekly. We don't want high ad saturation with users.
Twitter appears to be the least successful social channel for selling WELL AP, or sales in general. Based on performance, Twitter would be better in building awareness with articles or resources to build out and fill the top of the WELL AP funnel.
Facebook performed best out of the channels, but the most budget was used here. We suggest using different ad types to address different sections of the audience, as well as more targeted campaigns with modified landing pages. Facebook also had an issue with too much text on the ads, resulting in diminished coverage.