How Google Analytics can help improve

a Cooperative Extension Website.

Daniel Dropik

MethodologySection 1

Case-study Steps1. Determine and define research question2. Select cases and determine data gathering and analysis

techniques3. Prepare to collect data4. Collect data in the field5. Evaluate and analyze the data6. Prepare the report

Case-Study MethodologyWhat it’s Not: hypothetico-deductive method: Observation, Question, Hypothesis, test, conclusion

Advantages

• Well-Suited for “How/why” questions

• contemporary phenomenon, real-life context

• Retains holistic and meaningful characteristics

• Can be flexible and responsive in structure

• Data presented in publicly accessible way.

Disadvantages

• Studying small number of cases can’t establish reliability or generality

• exposure to case could bias findings

Subject of Research

Section 2

What is UWEX?Who they are, how I am involved?• Part of the UW-System, 72-counties• Seek to bring university research to local community• Educate, connect, collaborate, outreach• Web Design/social media Intern since Nov 2012

Examples of programs:• Nutrition, poverty awareness, horticulture, 4-H, lead-safety,

parenting, community development.

What is UWEX ?What are their goals?

• Educational dissemination• Increase fundraising opportunities• Build public support• Partnership building• Maintain existing partnerships

What are their unique features relevant to this project?

• Non-ecommerce• Public accountability; web advertisement limitations • Grant-dependent & volunteer focused• Large organization with centralized I.T. center

Research ToolsSection 3

Intro to Google AnalyticsWeb Analytics: the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage

Facebook Insights, Yahoo Web Analytics, Crazy Egg

Some things Google Analytics can tell you:• Searched Keywords• Your City, country• Type of device (mobile/pc)• Screen resolution…and much more

1st Step: Create an account, install Google Analytics Tracking Code (GATC) into your HTML pages.

A Basic Metric: Visits

The number of visits over-time is one way to identify major trends and events

Metrics: Visits Definition of a visit and limitations.

Visits are terminated by:• Expiration of 30 minutes of website user inactivity• At Midnight

Other limitations:• Clearing cookies, using a different device, different browser.

Observation & Investigation

Section 4

Proposition : Email Marketing can help improve UWEX website effectiveness

The total number of visits-per-day is at it’s greatest point on February, 28th 2013

Evidence Source A: Google Analytics

Examining Source Type

Source type as an all-time average

On February 28th, Direct Traffic is 15.2% greater than our average percentage of direct traffic.

VS.

Source-type during February 28th 2013

Evidence Source A: Google Analytics

Direct traffic distribution by landing page

Our 4-H webpage

• The only landing-page above it’s average visits

• 585.19% above average

Evidence Source A: Google Analytics

Examining visits by the hour

3:00 PM

4:00 PM

Between 3pm and 4pm website visits increase 254% of the most recent daily maximum.

Evidence Source A: Google Analytics

New vs. Returning visitors625.93% above average for new visitors via direct

traffic

133% above average Returning visitors via direct traffic

Evidence Source A: Google Analytics

Affirming a likely causal relationship

February 28, 2013 4:10 PM to all the friends and 4H leaders. This email contained a hyperlink directly to our 4H page, for the purpose of notifying them of the January/February 4H Clover Flyer E-Newsletter.

Evidence Source A: Google AnalyticsEvidence Source B: Internship Journal

Considering ExistingResearch

Section 5

Relating the data to UWEX goals

“To maximize exposure to our programs and activities”. 16 of 16 staff respondents stated that this is a specific website goal

Evidence Source C: “UWEX: Identifying Website Goals: Staff Survey”

Considering related studies and sources

…we selected the following variables for measuring information quality: accuracy, timeliness, relevance flexible information presentation; customized information presentation…

Some researchers have published findings specifying criteria for web-site success.While it is difficult to asses total website success based on few merits, the information does provide helpful context to guide thinking.

Exploring the Factors Associated with Web Site Success in the Context of Electronic Commerce.

Kirk P. Arnett, DBA

Evidence Source D: “Document reviews”

Considering related studies and sources

Web content should be personalized, complete, relevant, easy to understand…

Ephraim R. McLean, Ph.D.

"Measuring E-Commerce Success: Applying the DeLone & McLean Information Systems Success Model.

Evidence Source D: “Document reviews”

Michael Russer, CEO Russer Communications

Considering related studies and sources

How can you change your Web site to better target your market

niche?

Russer, Michael. "7 Measures of Web Site Success." Technology: Mr. Internet Articles. National Association

of Realtors, Oct. 2010. Web. 22 Apr. 2013

Evidence Source D: “Document reviews”

Limitations of research

Part

Risk of improper configuration

Visitor Flow

Drop-off is rated at 98.6% , but in reality this is a document download which has not been configured to use event-tracking, an advanced feature.

Improper configuration may result in incorrect information and conclusions.

Count of Visit Comparison and others

Count of Visits, 2-28-2013

Count of Visits, site average

• 9.4% had a 2nd visit• 7.43% had a 3rd visit

10.3% had a 2nd visit 5.01% had a 3rd visit

Some important metrics have unclear and mixed results.• Count of visits• Depth of visits• Duration of visits

More limitations…• Limited sample size: only one email event• Email Presentation Factors . Example, Lightner (2003)

found that overuse of graphics damages perceptions of professionalism.• Survey construction may influence accuracy of results,

for example, question order.

Findings of the Proposition• There appears to be a causal relationship between the email

blast and the following:1. Increase in total website visits2. Increase in percentage of direct traffic 3. Increased number of direct traffic views on the

4h page4. Increase in the amount of new visitors via direct

traffic

• And, accepting the premise that the above points help “maximize exposure to UWEX programs and activities”, then by logical induction, I propose the tentative-hypothesis that similar e-blasts will produce similar beneficial effects.

Findings of the Study Question

Tentative Affirmation

Inconclusive