FKrauss
commented
4 years ago Analytics Report - Sept 2019
Brief
We're still accumulating traffic data in order to make comparisons month over month so this report will seem a bit raw. We have configured the downloads tracking on the 9th of Sept and we started gathering visits on the first week of august.
How is our website traffic going?
- We are getting 700-900 visits per day (not counting ad blocker users)
- people spend on average 2 min on the site (when they don't bounce), that's a good amount of time to download the software and move away. This is a hard number to compare to other exchanges as other services have the exchange itself in the website, which leads to much higher time spent (i.e. coinbase ~6 min and bitstamp ~6 min as well
- abount 15% of them end up downloading a version of our application, which is also seems to be a pretty high rate compared to conversion rates in other verticals (This is the first time I see a conversion rate on a "service" like Bisq, let's see how it evolves over time)
- as we've been through 2 update cycles since we started measuring, the downloads from the website do not seem to correlate with updates. << which is a great thing as we can use these numbers to infer new installs.
Graph:
conversion rate: a user who downloads any version of our app
Top 5 markets in traffic terms
Strangely enough a lot of our traffic is in countries where we don't have a ton of volume:
- US
- UK
- BR (Some orders open, not sure if my outreach is yielding see here)
- RU (very few offers in RUB, maybe Alts are generating this organic traffic see here) - although in absolute terms, Russia still pales in comparison with the US
- ES
Downloads correlate directly with traffic. Nothing to add.
Traffic sources
- 40% of our traffic is direct > that is a good indication of a strong brand
- 27% search engines (Google being the top)
- 27% other sites (which shows the specialised media likes us)
- 5% social media (includes youtube videos)
Interesting to note that not always youtube videos lead to direct links. A lot of content on youtube creates direct access & search queries for brands. Which is one of the explanations behind why we know we have plenty of youtube content about bisq but yet it represents so little in terms of traffic. In this sense, youtube works a bit like TV, creates awareness, but the user journey will happen at a later point (via a Search or a direct access)
Devices
About 2 thirds of our traffic is desktop the other third is mainly on phones (27%) and they do have some downloads. apparently people misunderstand the word "app" and try to download as they land on the page. This cohort is yet too small to justify any specialized action to address this problem.
Other Notable highlights
- Wiz posted a large thread on twitter drawing attention to bisq. The tweetstorm generated more than 100k Impressions on twitter and a ton of engagement. We did not see a direct increase in traffic as https://bisq.network was mentioned many tweets deep. There is no way for us to assess it yet but from my experience this type of engagement usually culminates in higher search traffic as people read the full thing and later start searching for it (as opposed to scrolling up to grab the link). Moving forward we can add specific tracking to links on twitter to understand how our social media content strategy is yielding downloads.
Misc & info
- Wiz and I decided to leave the Matomo script named Matomo as to give users a transparent way to opt out (as opposed to obscuring the tracking script with some "bisqalytics.js" mumbo jumbo to dodge ad blockers). Because of the nature of our audience we probably have a VERY high ad blocker usage rate. So, for now we have no way to estimate the magnitude by which the data from matomo is understated.
- to preserve user privacy we set the privacy settings to maximum. One of the results of that is we can't see users' cities, only countries and sometimes only regions
- the concepts and definitions used here are Matomo concepts, which are mirrored from Google analytics (hits, sessions, users). They can differ and that could change the insights. We'll keep you posted as our knowledge of it evolves
- download tracking was configured on the 8th of september, which means 2 update cycles
- So far it doesn't look like updates from the bisq application count against these numbers. Downloads seem to be only website originated downloads (which definition-wise would include New Downloads and whoever failed to download via the update link in the app) >>> looking at downloads from the website is a valid way of assessing new user growth
Q&A
If you have any particular questions regarding our traffic that you'd like answered, post here as comments and we'll make sure we're instrumented to answer them
ripcurlx
m52go
wiz
cbeams
Main duties:
Optimize Matomo setup for insights on traffic, conversions, etc. Report traffic for main sites here, monthly.
Team: TBD Primary owner: @FKrauss Secondary owner: @m52go