Morris & McDaniel

Marketing Report – Oct. 1 – 15, 2024

Download BarePixel Media Sept. Performance Report

Website Traffic and CTA Results

Sessions – 2.6K (-38%)
Conversions (sales) – 41, (+215%) $649.17 (+306%)
Converstions (forms) – 78 (+13%)
Overall Conversion Rate – 4.81% (+140%)

Previous Period - Sept. 15 - 30, 2024

Sessions – 4.2K
Conversions (sales) – 13 ($159.74)
Converstions (forms) – 69
Overall Conversion Rate – 2%

To establish a baseline for performance expectations, we researched how a $3,000 monthly marketing budget typically performs in the public safety sector. This is informed by industry benchmarks and the data we can currently gather from research and our campaigns.
Estimated Website Visits: 1,000 – 3,000
Average Website Conversion Rate – 2 – 3%
B2B Public Safety Departments:
    • Form Submissions: 10-20
    • Sales: 1-2 sales for the Turnkey Product
      (the sales cycle being 1 – 6 month on average)
B2C Candidates (Practice Materials):
    • Sales: 20-45 sales
    • Revenue: $600 to $1,125

Forms

Agency
10/8 – Jackson Fire Department 
10/10 – Germantown Fire (TN)

Candidates
4 Candidates submitted forms looking for study material.

Certification Exams
73

Online Sales

Device Breakdown

Store Converstion Rate: 10.4% (+58%)
Purchased from Buy Button within WordPress: 11
Purchased from Shopify: 29
(out of 41 Total Sales)

Average Shopify Conversion Rate: 1 – 2%

Previous Period - Sept. 1 - 15, 2024

Store Conversion Rate – 6.88%
Purchased from Buy Button within WordPress: 3
Purchased from Shopify: 10
(out of 13 Total Sales)

LinkedIn

Impressions – 15K
Link Clicks – 244
CTR – 1.63%

Average CTR for LinkedIn – 0.39% and 0.65%
Previous Period - Sept. 15 - 30

Impressions – 48.8K
Link Clicks – 643
CTR – 1.32%

Facebook

Impressions – 39.1K
Link Clicks – 1.3K
CTR – 3.32%

Average CTR for Facebook – 0.90% to 1.61%.
Previous Period - Sept. 15 - 30

Impressions – 91.5K
Link Clicks – 2.8K
CTR – 3.06%

Instagram

Impressions – 6.1K
Link Clicks – 110
CTR – 1.8%

Average CTR for Instagram – 0.22% to 0.88%.
Previous Period - Sept. 15 - 30

Impressions – 1.9K
Link Clicks – 58
CTR – 3.05%

Google Ads

313 website visitors

Previous Period - Sept. 15 - 30

391 Website Visitors

Email

Latest emails although they are from Sept. 

Average Email Open Rate – 21- 41%.
Average Email CTR – 2-3%.

Police Turnkey
Sent: Mon September 23, 2024 1:30 pm

Design One Open Rate: 29.5%

Design One Open Rate: 33.1%

Design One Open Rate: 28.1%

Fire Turnkey
Sent: Mon September 30, 2024 1:30 pm

Opens: 49
Clicks: 15
CTR: 23%

Organic

Google

• Users: 206
• Avg. Time on Site – 1 min 10 sec
• Purchases: $159.84

Bing

• Users: 38
• Avg. Time on Site – 2 min. 8 sec.
• Purchases: 0

Yahoo

• Users: 2
• Avg. Time on Site – 2 min 22 sec.
• Purchases: 0

DuckDuckGo

• Users: 1
• Avg. Time on Site – 1 min 24 sec.
• Purchases: 0

Total

247

Previous Period - Sept. 15 - 30

Google

• Users: 184
• Avg. Time on Site – 45 sec.
• Purchases: $9.99

Bing

• Users: 28
• Avg. Time on Site – 40 sec.
• Purchases: 0

Yahoo

• Users: 2
• Avg. Time on Site – 1 min 41 sec.
• Purchases: 0

DuckDuckGo

• Users: 1
• Avg. Time on Site – 8 sec.
• Purchases: 0

Total

215

Source/Medium

Below is more detail on where the website traffic is coming from. EXFB is Facebook ads and LI is LinkedIn.

Top 20 Pages Visited

Top Regions of Website Users