Task

investigate the click-through rate for Social Share Buttons on posts, take action pages and campaign pages. 

Related Tickets 

• ----PLANET-4046---- Investigate click rate of sharing by email after signing campaigns
• ---PLANET-4831--- Social Share: perform a UX review of additional buttons

Report on DataStudio

Quick report showing the Social Share conversion rate for all 3 content types – posts, take action, campaign pages

https://datastudio.google.com/open/1EWDBGW1162GPWy_5GScqVDG1HQggBooC 

Key Findings 

Date: April 3rd, 2020
Timeframe: Sep 1, 2019 - April 2nd, 2020 (last 7 months)

Social Share Rate by content type


• The content type with the highest conversion rate is Campaigns, even though the Social Share buttons are only displayed after the petition signup. The conversion is 2.2%. This rate higher for desktop visitors (2%) then it is on mobile (1.1%).

• The take action pages are showing a social share rate of 1.3%. In this case, the mobile conversion is higher (1.35%) than on desktop (1%).

• Post pages are the content group with the lowest conversion rate: 0.6%, the rates are similar for desktop and mobile.

Other findings

• Facebook is the most clicked button in all three content types
  Obs: there's a considerable amount of clicks in Whatsapp coming from P4 Switzerland

• Email is the traffic source with the highest conversion rate.
  Assumption: these users are already Greenpeace supporters which means they have a higher level of engagement and are more willing to share our content

• Returning visitors have higher conversion rates in all three content types

• For posts and take action pages: the younger the audience, less likely they are to interact with the social share buttons. Users from 18-24 have the lowest conversion rate, followed by users from 25-34.