2024 Q2 REPORT Marketing Insights
As promised , our Marketing team has brought together an update on the website performance since the last quarter . Simply put , we are very happy with the trajectory of our progress , especially in light of what has been a year of softer year-over-year market demand . The user data itself is especially compelling , as it offers a number of valuable insights on traffic and user behavior . So let ’ s get started .
Performance Metrics In general , the quarter-over-quarter stats speak to our recent marketing efforts and to the improvements we ’ ve made to the website since its launch back in January . The year-over-year ( YOY ) stats generally indicate how the new website is performing vs the old website .
Traffic increased 7 % from Q1 to Q2 , while New Users increased by 6 %. Perhaps most promising , we saw an 11 % increase in Return Users from quarter to quarter . The quality of the traffic we ’ re seeing has also dramatically improved . Engaged Sessions increased 37 % from Q1 to Q2 and 69 % YOY . The Engagement Rate also saw a dramatic improvement with a 32 % increase from Q1 to Q2 and an 87 % increase YOY . The Average Session Duration increased 14 % YOY .
The Takeaway The strong increase in traffic volume over the past year clearly shows that the new website is outperforming the old website . This is significant , as 2024 has been a year of decreased YOY demand in the Emerald Coast and Forgotten Coast markets . The strong upward tick in quarter-over-quarter traffic suggests that the vast number of changes we ’ ve made to the website , along with our recent marketing efforts , are having a significant impact . The quality of user visits has also improved . Users are coming back and they are staying longer , indicating that they are experiencing a deeper level of interest in our home listings . Finally , we are drawing significantly more new users , which bodes well for bookings in the coming seasons .
In Other News While the new site is performing well in a softer market , we are continuing to work through Phase Two of the website launch . This includes enhanced onsite tracking , improved user experience , pricing display updates , and further integrations with our suite of software such as NRES ( our proprietary booking software ), TouchStay , and Salesforce Marketing Cloud . Collectively , they will continue to place your home and our brand at the forefront of direct bookings and provide us with more tools and flexibility to market effectively to potential guests and those looking to rebook a stay .
Stay tuned for our Q3 Report which will be coming your way in October . As always , thank you for your continued support . We could not have reached this level of success without you .
Samantha McClendon SVP of Marketing
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