When we look at the sales results, December 2015 broke all previous records. We reached and exceeded the target for the quarter as well as the target for the year, but I can't say that I'm happy with the results of the web site in December.
The site didn't perform as well as in December 2014.< But what's worse, the overall results of 2015 are worrying me:
If we compare the different metrics, we had more visits (sessions) in 2015, but less unique visitors, less pageviews, and a worse bounce rate:
Let's not fool ourselves: the increase in visits is due to a very good first half of the year:
We clearly see that the number of sessions drops at the start of November. At first I thought this was caused by the switch to the new web site. However, we only released the new web site at the end of November and the decrease starts at the start of November.
In the months to come, I'll examine the possible reasons for this decrease. Maybe we're not counting all the pages that are viewed. This was certainly true the first day after the release of the new web site. We were using the wrong Google Analytics ID, which made us miss a day's worth of metrics.
Another reason could be that Google started punishing us for not being mobile friendly in November. This is now fixed with the new web site, but the effect of the new web site may be delayed.
I also saw another strange phenomenon. When I looked at the overview of the sessions world-wide, I saw a significant drop in visits from China:
The first dip is caused by the Chinese New Year. You see a similar dip in 2014 as well as in 2015. However, we see another dip in May and a three-week dip in November. What happened with the Chinese visits in November? This corresponds with the overall dip in November... Plenty of food for thoughts. I'm sure we'll find a way to improve the performance of the new web site. To be continued...