2016 – Year in Review
Hangar Network experienced a very exciting 2016!
Not only did we see a continuation of significant growth in website traffic, we also engaged with a new programming team, developed a web service API for data distribution, and continued to develop strategic partnerships with parties interested in displaying our listings.
First let’s have a look at traffic to the website. The graph below shows a complete set of data from website launch in March 2013 to December 2016:
The number of website sessions is shown at two-month intervals. A ‘session’ is considered to be one individual visitor using the website, and our analytics provide much useful information about every such visitor – how much time the user was on the site, how many and which pages were viewed, where the user was located, and many other metrics.
The next graph shows the number of sessions at six-month intervals:
One can see there is a clear upward trend in the number of sessions over time, indicating a pattern of growth that can only mean a rising awareness of the Hangar Network brand and the services we provide.
Looking at the year-over-year pattern, we see the following annual total number of sessions:
These data represent traffic growing at rates of 272%, 153%, and 135% during 2014, 2015, and 2016, respectively. While the rate of growth appears to be tapering off, the absolute number of monthly sessions continues to increase, and we anticipate continued growth in 2017.
Our data (not shown) indicated that visitors viewed an average of 5 pages per visit, which was not significantly different than the number of pageviews during 2014 and 2015.
In terms of visitor acquisition, analytics indicate that in 2016 77% of users were obtained through ‘organic search’ or search engine queries on terms such as ‘hangar’, ‘hangar for rent’, ‘hangar for sale’, and so on. Organic search accounted for 75% and 72% during 2015 and 2014, respectively. Thus we are confident that search engine optimization of the website is yielding positive results, and we will continue to refine those efforts moving forward. We currently show up on page 1 of most search engine results pages (SERPs) for the most relevant queries.
Additional information on website usage is seen in the chart below, which shows that the majority of visitors are new visitors:
This is very encouraging and we feel it is another indication of increasing awareness and interest in Hangar Network .
We have also been very active in social media. The chart below shows visitors acquired via social media such as Twitter, Facebook, and LinkedIn:
With the exception of a few spikes during 2015, we generally have not seen large numbers of visitors from social channels until July/August 2016. At that time we made a few adjustments in tactics and have since seen positive results for the last 5 months of the year. While these still represent just 75 – 100 visitors per month, we are encouraged to continue refinement of our social media outreach, which includes postings of not only available properties but also relevant and timely industry events and stories.
During 2016 we also continued to track transactions as reported by our customers, including properties sold or leased. The chart below shows transactions from January 2015 through December 2016:
The graph shows the number of monthly transactions reported. We began to request closing reports during July 2014, and the first of them began coming in early in 2015. At this time we encourage the reporting of closings but it is not required, thus our data may be incomplete and may be lower than the actual number of transactions closed. There does not appear to be any clear monthly pattern in the data, except to note that 45 closings were reported in 2015, while 55 closings occurred during 2016 but again, this may not be indicative of all activity.
Once again it is important to emphasize that HN does not participate in transactions in any way as a broker or agent. We are a facilitator or clearinghouse, and provide listing and search services for those with available aviation properties and those seeking the same.
At the outset we mentioned the engagement of a new programming team in 2016. We discussed some aspects of what this means in our July newsletter. The first significant advance is that we have developed a web service application programming interface (API), which allows for seamless transmission of listing information to those wishing to display it on their website. And as also noted we continued to have productive discussions with parties interested in doing so, and we hope to have more news soon regarding those partnerships. And in fact Hangar Network attended the National Business Aviation Association Conference and Expo in Orlando in November. There, we met with several parties interested in our data distribution service.
Here and in our newsletter, we have reported and commented on a wide variety of stories in the aviation industry. These include major developments in FBO acquisitions and openings, the ongoing story in Santa Monica (SMO), the pilot shortage, the recruitment of young talent into the industry, and more. We trust these are relevant and pique your interest, however, feel free to let us know if there’s a topic you would like to see us cover.
One last item worth noting: at some point within the next several months, the free listing account will be discontinued. We are not yet certain when, or what the cost of the basic account will be. Those with existing free accounts will continue to remain free, but all new basic accounts will likely be in the $5-$10 range for one listing and one photo. Stay tuned for more info to come.
As always, searching on available properties will remain free.
Overall, we are extremely happy with the progress seen during 2016, and we’re very optimistic that 2017 will bring continued growth in website traffic, customers, and data distribution partnerships.
Mike Straka, PhD
HN Contributing Author & Technical Support
Past Chairman, Colorado Aviation Business Association