Morris & McDaniel
Marketing Report – Aug. 16 – Sept. 16, 2024
Website Traffic and CTA Results
Sessions – 6.5K (+665)
Conversions (sales) – 26, $1,127.35 (+5, +$882.61)
Converstions (forms) – 83
Overall Conversion Rate – 1.68%
Store Conversion Rate – 12.87% (+47%)
Previous Period - July 15 - Aug. 15
Sessions – 6.1K
Conversions (sales) – 21 ($244.74)
Converstions (forms) – 104
Overall Conversion Rate – 1.70%
Store Conversion Rate – 8.82%
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
Shopify Landing Pages vs. Buy Button on WordPress
Approximately 27 orders came from the Shopify.
Traffic Sources to Shopify Landing Pages:
- Direct Traffic: 449 sessions
- Organic Search: 447 sessions
- Paid Search: 247 sessions
- Social Media (Organic): 58 sessions
- Email: 4 sessions
- Referral from mmtests.org: 273 sessions
Approximately 4 orders came from the Buy Button.
Initially, we were sending most of the candidate traffic to the overall police or fire candidate page. There are multiple products that you can purchase directly on the page, and it is an easy process, so we thought this would result in higher conversions. However, the landing pages created by Shopify have by far the most conversions, so we have started directing the traffic to those pages instead.
Online Sales
Purchase Flow
Cities purchased from
Forms
Certification Exam Forms:
80
Turnkey Forms:
3
Candidate Forms:
4
Certifications
There are several form submissions for the Tennessee Certification Exams. The user comes to the main website and then quickly fills out the form they need, which is outside of the website platform. The efficiency is great for the user, but it reduces the time on the website metric, which can be seen as negative, even though it’s positive.
The form circled below has received four times as many submissions as any other, though users are also submitting inquiries through the contact page and the footer form.
July 15 - Aug. 15
Certification Exam Forms:
99
Turnkey Forms:
7
Candidate Forms:
12
Department Form Submissions
Turnkey Process Leads from Forms:
There were many more form entries, but they were mostly exam certifications & candidates. Below are what we believe are high quality for your Turnkey Process.
- 2024-09-11
Human Resources | Provo City
Rachel Karnes
Looking for custom assessment for police promotional testing
rkarnes@provo.org
(801) 852-6188 - 2024-09-10
West Hartford Police Department
Melissa Henowitz
Request for quote for Police Captain promotional process
melissa.henowitz@westhartfordct.gov
(860) 561-7484 - 2024-09-08
Norwalk Police Department
David Orr
Request for quote on administering Sergeant and Lieutenant promotional exams
dorr@norwalkct.gov
(203) 854-3007 - 2024-08-21
City of Phoenix
Andrew Woodworth
Requesting information on fire exams
andrew.woodworth@phoenix.gov
(602) 534-2827 - 2024-08-07
West Georgia Technical College Police
James Perry
Request for a psychological exam for a new officer
james.perry@westgatech.edu
(678) 664-0520 - 2024-08-01
Jackson Police Department
Michael Outland
Request for quote for promotional examination for Sergeant
outland1985@gmail.com
(601) 960-1689 - 2024-07-16
Celina Police Department
John Cullison
Requesting information on exam process
jcullison@celina-tx.gov
(972) 382-2121 - 2024-07-15
Hilton Head Island Fire Rescue
Colin Fanning
N/A
colinf@hiltonheadislandsc.gov
(843) 247-4000
Impressions – 27.9K
Link Clicks – 791
CTR – 2.84%
Average CTR for LinkedIn – 0.39% and 0.65%
Previous Period - July 15 - Aug. 15
Impressions – 69.3K
Link Clicks – 2,182
CTR – 3.01%
Impressions – 158.9K
Link Clicks – 3.6K
CTR – 2.27%
Average CTR for Facebook – 0.90% to 1.61%.
Previous Period - July 15 - Aug. 15
Impressions – 199.6K
Link Clicks – 3,330
CTR – 1.67%
Impressions – 7.8K
Link Clicks – 146
CTR – 1.87%
Average CTR for Instagram – 0.22% to 0.88%.
Previous Period - July 15 - Aug. 15
Impressions – 7.4K
Link Clicks – 159
CTR – 2.15%
Google Ads
Paused – 247 visitors from previous ad spend.
(This typically happens from Google Ad delays, retargeting and browser cache.)
Previous Period - July 15 - Aug. 15
Impressions – 6.5K
Link Clicks – 590
CTR – 8.95%
We have three designs ready to send to a list of Police Chiefs and similar roles. The email will go out at 1:30 PM on Monday, September 23. Additionally, an NYPD member signed up for the list via the website.
Average Email Open Rate – 21- 41%.
Average Email CTR – 2-3%.
Turnkey Fire One - Mon. July 29
Delivered – Mon. July 29, 1:30 pm
Open Rate – 41%
CTR – 7.7%
Turnkey Fire Two - Tues. Aug. 6
Delivered – Tues. Aug. 6, 1:15 pm
Open Rate – 34.4%
CTR – 2.7%
Organic
• Users: 330
• Avg. Time on Site – 59 sec.
• Purchases: 3
Bing
• Users: 66
• Avg. Time on Site – 1 min. 9 sec.
• Purchases: 0
Yahoo
• Users: 17
• Avg. Time on Site – 57 sec.
• Purchases: 1
DuckDuckGo
• Users: 5
• Avg. Time on Site – 15 sec.
• Purchases: 0
Total
471
Previous Period - July 15 - Aug. 15
• Users: 395
• Avg. Time on Site – 1 min. 7 sec.
• Purchases: 3
Bing
• Users: 54
• Avg. Time on Site – 1 min 40 sec.
• Purchases: 0
Yahoo
• Users: 13
• Avg. Time on Site – 57 sec.
• Purchases: 0
DuckDuckGo
• Users: 5
• Avg. Time on Site – 36 sec.
• Purchases: 0
Total
467
Organic Search Queries
This data from Google Search Console are some of the terms people search to get to your website organically. The CTR is very good, telling us that the search terms match the intent and that Morris & McDaniel is well respected.
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
Cities of All Website Users
