Insights:

Q1 FY2021 Industry Sector Performance Review

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So, what type of customers do we report on?

These are our large enterprise customers. They must have 70% profile completion rate across all their locations and most importantly claimed and activated Google My Business profiles.

The customers we review also have over 10 locations (some of these customers have upwards of 200 – 300 locations) and we take a look at the performance averaged across the portfolio.

Customers are segmented into the following industries:

  • Retail (All) – this is a combined review of all retail and consumables products

  • Industrial retail – includes Auto parts, peripherals and industrial consumables

  • Banking and Finance – including credit unions and financial advisors

  • Aged care and Not-for-profit

  • Telco

  • Franchise Groups

  • Service industry

  • Industrial (includes logistics, agriculture and building materials, fire protection – B2B focused)

  • Government Departments

The industry data is an average performance metric for the quarter, and we focus on;

  • Impressions (this is how many times the GMB profile has been shown either in Maps or in search)

  • Search queries (combined view of branded and unbranded search)

  • GMB profile engagement (this aligns to the click performance on call to action buttons on the GMB profile: website, phone and map directions)

  • Engagement with Google profile images.

Retail

We have broken our retail audience out to give an overview of the industry as a whole and our niche group within the industrial retail space

The average number of locations: 112

White Pages Connect - Local 'near me' presence for retail enterprises

The Results

  • 2% increase in impressions
  • 10% increase in search queries
  • 21% increase in profile engagement on call to action buttons
  • 25% increase in clicks to website
  • 37% increase in clicks to Call/Phone
  • 3% decrease in clicks to directions
White Pages Connect - Automotive and Industrial industry

Retail (Industrial)

A few of our large enterprise customers sell industrial and B2B products (from farm animals, to fencing, auto accessories and peripherals, paint, fencing). Due to this niche area of these businesses (including specific search terms etc.) we have also focused on this subsegment to get better understanding overall of product performance within this sector.

The following stats focus across 9 businesses with an average of 97 locations

The Results

  • 2% decrease in impressions
  • 1% decrease in search queries
  • 27% increase in profile engagement on call to action buttons
  • 25% increase in clicks to website
  • 44% increase in clicks to Call/Phone
  • 12% decrease in clicks to directions
Many of our retail customers have identified that as they pivoted their business offering to offer e-commerce/click and collect the shopping behaviours of their customers also shifted.

2018 Results

However, when we compare 2020 performance with 2018 performance we can see exponential YoY growth despite the impact of Covid-19 and country wide restrictions.

  • 76% increase in impressions

  • 125% increase in search queries

  • 103% increase in profile engagement on call to action buttons

  • 144% increase in clicks to website

  • 136% increase in clicks to Call/Phone

  • 44% increase in clicks to Maps and directions

White Pages Connect - Business Professional

Banking & Finance

The banking sector has changed dramatically in the last 18 months with many banks closing smaller regional branches and moving their offering to an online model.

The following looks at several boutique banks, credit unions and financial consulting firms.

We reviewed 6 businesses with an average of 28 locations per company.

The Results

  • 4% decrease in impressions
  • 5% decrease in search queries
  • 12% decrease in profile engagement on call to action buttons
  • 22% decrease in clicks to website
  • 10% increase in clicks to Call/Phone
  • 28% decrease in clicks to directions

2018 Results

However, when we compare 2020 performance with 2018 performance the growth in results over the past two years of White Pages Connect implementation is staggering:

  • 48% increase in impressions

  • 4% increase in search queries

  • 46% increase in profile engagement on call to action buttons

  • 72% increase in clicks to website

  • 80% increase in clicks to Call/Phone

  • 78% increase in clicks to Maps and directions

White Pages Connect - Enterprise 'near me' SaaS experience

Not-for-Profit & Aged Care

During the Covid-19 crisis, the aged care industry was at the centre of the cluster outbreaks across the country. Many of our customers in this space were find the rules and regulations related to centres in different parts of the country was also changing daily.

Having White Pages Connect has enabled our customers with high-risk clients to manage the challenges at a National level yet maintaining a consistent local experience.

We reviewed 6 businesses with an average of 28 locations per company.

The Results

  • 9% increase in impressions
  • 18% increase in search queries
  • 7% increase in profile engagement on call to action buttons
  • 7% increase in clicks to website
  • 13% increase in clicks to Call/Phone
  • 4% increase in clicks to directions

2018 Results

However, when we compare 2020 performance with 2018 performance the growth in results over the past two years of White Pages Connect can be seen below:

  • 109% increase in impressions

  • 144% increase in search queries

  • 55% increase in profile engagement on call to action buttons

  • 44% increase in clicks to website

  • 118% increase in clicks to Call/Phone

  • 37% increase in clicks to Maps and directions

White Pages Connect - Connecting your business to your customers at the moment they need it

Franchises

We work with various different franchise businesses and “dealership” model customers. The franchise customers we have chosen include a retail outlet and two service-based businesses.

We reviewed 3 Franchise brands with an average of 195 locations per company.

The Results

  • 22% increase in impressions
  • 48% increase in search queries
  • 13% increase in profile engagement on call to action buttons
  • 8% increase in clicks to website
  • 25% increase in clicks to Call/Phone
  • 4% increase in clicks to directions
White Pages Connect - engage with your customers at a local and enterprise level

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Results from quarterly business performance report Q1. Data pulled 10th October 2020 for the period. Performance results are not mutually exclusive and can also be attributed to an integrated digital strategy including organic, owned and paid advertising activity from our customers.

Disclaimer: Information is up to date at time data download (10th October 2020) and subject to change. While care has been taken in compiling this report, Sensis Pty Ltd makes no representations about the accuracy or suitability of the information or links provided in this publication.