PKFZ Web Analysis Report 08/09

Posted on 07. Oct, 2009 by Franz in Announcements, Web Marketing

*NOTE* This is not Pricewaterhousecooper’s (PWC) audit report on PKFZ. If you’re looking for that, click here to go there.

Port Klang Free Zone (PKFZ) Web Analytics Short Analysis

Port Klang Free Zone (PKFZ) has been facing a lot of problems of late – I don’t need to further explain on the details. Interestingly, there are a lot of interesting finds when you look into the charts/tables/graphs below. The reports that I read on Google Analytics was almost super-educational to their ultimate web-plan; and when you translate all of their items to make it into a ‘not-raw-report’, you’ll get a lot of juice out of it.

Before you start, I’d like you to remember a few things first:

1. This report is for EDUCATIONAL/INFORMATIONAL purposes only.
2. This post does not contain complete information on the report, only highlights of selected information. Requisitions for partially-full reports are closed. Full reports will not be disclosed.
3. In any way if you think we’re infringing copyrighted information, violating regulations we’re not aware of or what not, kindly inform us POLITELY.
4. Don’t act like a 2-year-old. Requisitions for partially full reports have been closed and will not reopen. We gave you a chance.
   

If you think you can handle the simple ideology of the above pointers, please click “Read On” to proceed.

PKFZ Web (Probable) Web Facts & Figures

From March 10th 2008 to October 1st 2009, at the total of 18 months and 21 days:

Port Klang Free Zone (PKFZ) - Direct, Referral and Search Traffic Dashboard Report

• Total visits is 24,593 visits; total search traffic is 6,053; direct traffic is 11,591; referral traffic 6,728.
• Global average bounce rate is 56.40%, search traffic 53.56%; direct traffic 48.18%, referral traffic 73.10%.
• Global average time on site is 3 minutes and 4 seconds; search traffic 3m29s; direct traffic 3m45s; referral traffic 1m31s.
• Global average page/visit is 2.88 pages, search traffic 3.37 pages, direct traffic 3.18 pages, referral traffic 1.92 pages.
• Global average percentage of new visits is 81.44%, search traffic 78.03%, direct traffic 77.26%, referral traffic 91.26%.

Statistical Verdict

1. It’s very obvious that PKFZ’s website had a very big throw-down on visits which bottoms out towards December 2008. Because at the beginning of the year, they were running Google’s PPC programs.
2. The picking up of visits didn’t surpass 30% even after December 2008, which could be detrimental to many web-based businesses out there. In any case if they even did any Internet marketing, it didn’t work well.
3. Direct visits has the biggest and best impact on the Website. I suspect majority of the visitors were information gatherers.
4. The percentage of new visits is striking a heavy balance on new visitors – Some of the biggest factors include content refresh rates (updates), high media reporting bringing in many fresh visitors (by cookies), sharing of content through web mediums (political bloggers, researchers, etc.).
5. Referral visits were similar to search traffic but its average time on site is 1m31s as compared to search it is 3m29s. This could be because users do not find interesting/relevant information when directed to the site’s landing page.
6. 42.1% of referral traffic comes from PPC (total 2,835 visits over 6,728 visits). Majority of the referral visits come from “SEO Activities”, Google Images & Mail, Wikipedia, PKA.org.my and TheStar.com.my. This proves inbound linkage quality from third party sites are low, could also mean bad reputation management programs – Articles do not direct readers to the site, media do not make visitors come to the site, etc. This is evident when it is compared with Bounce Rates.
7. Bounce Rates are lowest for Direct Visits – Since this is the case, it could be PKFZ’s own staff (or outsourced), or watchdogs are gathering information/looking for new info. Also, it could be watchdogs bookmarked its page (a lot of folks above 40 years of age does this) or remember the URL, place it on their Windows Desktop shortcut/application/Note Widget, or thousands of other reasons.

Additional information will not be available in this edition.

All Visits vs. Search Traffic vs. Non-bounce Visits

Port Klang Free Zone (PKFZ) - Non Bounce Visits graph vs. All Visits vs. Search Traffic

Look at the graph – Non bounce visits are pretty much always above search traffic. Non bounce visits can also include search traffic – But from the first chart above, we can see that direct visits will probably take about 50% of the total non-bounce visits, bounce rates are relatively similar – Which raises a question – Is search traffic working for them in terms of bringing in new ‘converting’/'actionable’ visits, or direct traffic brings more intellectual value to the business through PKFZ’s website?

To answer that, we have to analyze a few things:

1. Out of all their visits, where do they come from (point of referral)?
2. If they are direct, non-bounce visits, where do they go and what do they do?
3. What are their landing and exit pages?
4. What about pages in between exit and entry?
5. How many pages in average do they visit?
6. How many minutes did they spend in average inside?
7. Are they new or returning visitors?
8. What are the bounce rates of entry keywords vs. search traffic?

We can only assume as much as search traffic may bring very good ‘branding’ or direct traffic actually brought a lot of ‘converting visitors’, but the answer lies within the company’s operations, too. For example:

1. In the period of time of your analysis, were there any note-worthy business operations that were different from the day-to-day?
2. Was the server/connection down concurrently, disrupting the trackers’ work, therefore no data is collected for hours?
3. Were there any interviews, blogging done about you, report/digest on your company/staff?
4. Have your company hired a new marketing team that began marketing campaigns?
5. Are there any entities that directed an email/instant message to their community which brought difference to your sales?
6. Were 50% of your sales/marketing force went on their annual company vacation therefore operations halted?
7. Are there any political changes that affected your business, bringing in more ’substantial’ visits?
8. Last week, did the mass media propagate recession, making investors delay/abandon plans to invest in your product/services?

PKFZ’s Top 10 Entry Keywords (Search)

Top 10 Search Keywords (Entry) for Port Klang Free Zone (PKFZ)'s website

From April 1st 2008 – February 1st 2009, the top 10 keywords are PKFZ, Port Klang Free Zone, Port Klang, www.pkfz.com, port klang free trade zone, port klang Malaysia, Malaysia free zone, port klang free zone sdn bhd, pkfz free zone and www.mpob.gov.my (Malaysian Palm Oil Board).

We can see that entry through search engines were getting worse. From here, we can draw a short conclusion that:

1. For Visits vs. % New Visits, the keyword PKFZ for the period of March 10th 2008 to March 9th 2009 has MORE SIMILAR VISITORS. (Evident by the logic of -24.55%, which means out of all 723 visits for “PKFZ”, the percentage of people typing “PKFZ” into the search engines and clicking on it, those actions has reduced by 24.55% out of the site’s total average which is 81.76%). Could this mean, a lot of the visits that typed ‘PKFZ’ are actually watchdogs or own staff, or people are remembering PKFZ’s URL better, or they decide to bookmark it? This is something we can only know by ‘asking’.
2. If you look at PKFZ, a lot of foreigners may not know what “PKFZ” actually means (a lot of their historical marketing campaigns are targeting foreigners) – So keywords like Malaysia Free Zone, Port Klang and also Port Klang Malaysia, Port Klang Free Zone Sdn Bhd appears (may and may not be relevant yet, more in-depth info needed other than just this image).
3. The keyword “Port Klang”, “Port Klang Malaysia” can also mean: Since PKA (Port Klang Authority) has a bit of ‘news’ about PKFZ and all (evident from archive newspaper articles), it could also be that people are looking for Port Klang Authority’s website instead of PKFZ’s website.
4. But on the other hand, Port Klang is also dubbed as one of the holiday/makan destinations. Pulau Ketam, Klang Bak Kut Teh are some of the nearby attractions. This ’search motives’ could also contribute to the keyword search ‘Port Klang’ that led to PKFZ.com.

Port Klang Free Zone (PKFZ) News - Of Google Trends and Historical News Appearances

There are many arguments you can have on these data – And a lot of concepts and ideas about what’s going on. But at the end of the day, you’ll still need to compare it with business operations and market trends to really see the big picture. Google Analytics itself cannot tell you everything.

PKFZ’s Website – Content Performance

Port Klang Free Zone (PKFZ) - Content Performance

Unique PVs’ = Unique PageViews.

If you’ve read all of the points above, you’ll understand why I place this image as the last. While unique pageviews may not necessarily be a strong factor of considering visitor quality in  your website, it could mean how well are your content doing. And from here, you can pretty much see what researchers and information gatherers are often looking for.

What do you think?

So dear Marketers and non-Marketers, what do you think happened here? It’ll be great if you can let me know what you think happened in these few images.

Tags: PKFZ, PKFZ analysis, PKFZ Report, PKFZ Web Report, PKFZ Website, PKFZ Website Statistics, Port Klang Free Zone