DIGITAL ANALYTICS
From June through August, there were just over 690,000 sessions to the website. During that time, organic search brought in 263,000 of those sessions. Like many DMOs, Visit Greater Palm Springs (VGPS) saw a 5.18% decrease in organic traffic year-over-year and a flat decrease of .42% when compared to 2019. This is due in part following the record-breaking numbers of 2021 with visitor demand for post-pandemic travel at its height. Both engaged and highly engaged sessions increased, however, indicating users are finding relevant and informative content on the website.
Campaigns supported by the VGPS website include Restaurant Week, Summer Eats, Summer Chill, and the summer travel and getaway offers. The team is also reviewing top landing pages to optimize the content seasonally and for accuracy.
dineGPS
Summer Eats and Restaurant week were supported digitally from June through August. Restaurant Week resulted in 46,000 website sessions and over 187,000 completed actions on the page, leading to the page performing second highest for the month of June, in which 23% were organic. The campaign was supported through two blogs and two newsletters as well. The Summer Eats Pass resulted in over 14,000 sessions with an average session duration of 1:35.
Click to view the full Restaurant Week landing page.
Summer Chill
From June through August, the VGPS Summer Travel landing page brought in nearly 27K sessions. The page ranked in the top 4 in sessions during this time frame on desktop and ranked second in sessions on mobile. Elements on the page were tested for Click Rate Optimization, resulting in the addition of a Things to Do with Kids and Free This to Do link for a 10.42% increase of visitors to the page.
Click to view the full Summer Chill landing page.
Oasis of Art
The Oasis of Art campaign launched at the end of August. With the launch of the campaign, a new "story teller" style page layout was created to improve mobile engagement on the page by incorporating interactive ways of displaying content for the user. The page and paid content will continue to be optimized to take advantage of arts and culture related searches.
Click to view the full Oasis of Art "story teller" style page.
From June through August, 21 blogs were published on the Visit Greater Palm Springs website.
- Plan Your Next Staycation in Greater Palm Springs
- June in Greater Palm Springs
- 6 Ways to Celebrate Father’s Day in Greater Palm Springs
- Eight Reasons to Visit Greater Palm Springs This Summer
- Everything you need to know about Splash House 2022
- Poolside Bites in Greater Palm Springs
- July in Greater Palm Springs
- Keep Calm & Chill On: It’s National Ice Cream Month
- Save with the Summer Eats Pass
- Foodie Flights in Greater Palm Springs
- The Best Luxury Stays in Greater Palm Springs
- Your Guide to Public Art in Greater Palm Springs
- 8 Resorts Offering Summer Vibes with Value
- Pawsitively Perfect Patios for Pooches
- August in Greater Palm Springs
- Your Guide to the Best Drag Brunches in Greater Palm Springs
- 7 Must-See Coachella Art Installations in Greater Palm Springs
- 48 Hours of Arts & Culture in Greater Palm Springs
- Meet The Artists of Art & Sol
- The Ultimate LGBTQ+ Wedding Guide
- Vacation Rentals with Unique Pools in Greater Palm Springs
This summer, the Visit Greater Palm Spring team started A/B testing both newsletters. For dineGPS, the test variant was the subject line, and for the consumer newsletter, the test variant was video placement on the template. By implementing these variants, the team is working to drive improvement in click-through rate.
Looking forward, VGPS will launch the What Will You Find landing page in mid-September. To create synergy with the campaign launch, an interactive quiz component, as well as six traveler persona pages, will be added to the campaign page to optimize engagement.
Below are dashboards showing our year-to-date total website traffic, engagement, and conversion rates.
