google analytics - web managers academy 2011 by jeff wisniewski and darlene fichter

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What are people doing on your site? Computers in Libraries 2011 Jeff Wisniewski University of Pittsburgh Darlene Fichter University of Saskatchewan

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Web Managers Academy 3.0: Seamless Websites & Expanded Presence Computers in Libraries 2011 http://www.infotoday.com/cil2011/day.asp?day=Sunday

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Page 1: Google Analytics - Web Managers Academy 2011 by Jeff Wisniewski and Darlene Fichter

What are people doing on your site?

Computers in Libraries 2011

Jeff WisniewskiUniversity of Pittsburgh

Darlene FichterUniversity of Saskatchewan

Page 2: Google Analytics - Web Managers Academy 2011 by Jeff Wisniewski and Darlene Fichter

We can learn…

Who is coming to our site

What they’re doing

How long they stay

The systems they’re using to access our site

If they’re able to complete tasks

Friction points

Page 3: Google Analytics - Web Managers Academy 2011 by Jeff Wisniewski and Darlene Fichter

Add tracking

Page 4: Google Analytics - Web Managers Academy 2011 by Jeff Wisniewski and Darlene Fichter

* TIP

The tracking code can be “included” as part of your page template

Photo by BigTallGuy cc some rights reserved

Page 5: Google Analytics - Web Managers Academy 2011 by Jeff Wisniewski and Darlene Fichter

Menu translation

Menu item English translation

Dashboard General overview of site activity

Intelligence Email and/or text alerts

Visitors How man people, where they come from, what systems they’re using

Traffic Sources How people are getting to and/or finding your site

Content What do people look at on your site

Page 6: Google Analytics - Web Managers Academy 2011 by Jeff Wisniewski and Darlene Fichter
Page 7: Google Analytics - Web Managers Academy 2011 by Jeff Wisniewski and Darlene Fichter

Key metrics

METRIC DEFINITION NOTE

Bounce rate % of visits that immediately left

High bounce rate can be good or bad

Goal Page someone reaches once they’ve completed some task

Hit Request for a file from a webserver

Artifically inflated

Pageview Display of a complete webpage

Visits Series of pageviews from same visitor

Within 30 minutes

Page 8: Google Analytics - Web Managers Academy 2011 by Jeff Wisniewski and Darlene Fichter

Rule of thumb

TRENDS in the data are more important than the numbers themselves

Page 9: Google Analytics - Web Managers Academy 2011 by Jeff Wisniewski and Darlene Fichter

Visitors

Photo reserved by Scott Clark Some rights

Page 10: Google Analytics - Web Managers Academy 2011 by Jeff Wisniewski and Darlene Fichter
Page 11: Google Analytics - Web Managers Academy 2011 by Jeff Wisniewski and Darlene Fichter

*TIP

New vs. returning, unique visitors, visitor loyalty all rely on cookie data.

Cookie caveats - browser specific:

They expire

They can be blocked or deleted

Public computers

Page 12: Google Analytics - Web Managers Academy 2011 by Jeff Wisniewski and Darlene Fichter

Visitors

Visitor technical information

OS

Browser

Screen color & resolution

Flash

Java

Network properties - Connection speed, location

Mobile

Page 13: Google Analytics - Web Managers Academy 2011 by Jeff Wisniewski and Darlene Fichter

Visitors: Browser

Page 14: Google Analytics - Web Managers Academy 2011 by Jeff Wisniewski and Darlene Fichter

Visitors: Mobile

Page 15: Google Analytics - Web Managers Academy 2011 by Jeff Wisniewski and Darlene Fichter

Visitors – Friction Points

Bounce rates – leave immediately

Site design – a good match for visitors?

– Screen size vs fixed width?

Site load time – yslow from developer.yahoo.com/yslow/

Expected location of access vs actual location

Page 16: Google Analytics - Web Managers Academy 2011 by Jeff Wisniewski and Darlene Fichter

Content: Top Content

Page 17: Google Analytics - Web Managers Academy 2011 by Jeff Wisniewski and Darlene Fichter

Content – Friction Points

Are low use and high use pages likely?

Search engine keywords; mistaking site search for catalogue search, vice versa?

Search terms using different words than your labels and links?

Repeat the searches, are the results excellent?

Page 18: Google Analytics - Web Managers Academy 2011 by Jeff Wisniewski and Darlene Fichter

Content – Friction Points

Lack of content

Demand for new content

Path data – optimal route?

Path data – red flag use of back buttons

Page 19: Google Analytics - Web Managers Academy 2011 by Jeff Wisniewski and Darlene Fichter

Goals

A “goal” is the page which a visitor reaches once they have completed a desired action, such as a registration or download.

A “funnel” is the pages they need to visit on the way to a goal.

EXAMPLE: Library legislative history course sign up

Page 20: Google Analytics - Web Managers Academy 2011 by Jeff Wisniewski and Darlene Fichter

Goals: Setting up goals and funnels

1. Name the goal something intuitive. In this example it might be “Class Registration”

2. Choose whether or you want the goal to be active (on) now

3. Choose a type of goal. Most library scenario goals will probably fall under the “URL Destination” type, meaning the goal is to get the user to a specific place, in this case the “thank you for registering” page.

4. Enter the URL for this goal page

5. Under “Goal Funnel” click yes

6. On the following page add the URL(s) of the page(s) along the path a user would take to get from the homepage all the way through to the thank you page.

Page 21: Google Analytics - Web Managers Academy 2011 by Jeff Wisniewski and Darlene Fichter

Goals

Page 22: Google Analytics - Web Managers Academy 2011 by Jeff Wisniewski and Darlene Fichter

Goals

Page 23: Google Analytics - Web Managers Academy 2011 by Jeff Wisniewski and Darlene Fichter

Goals

Page 24: Google Analytics - Web Managers Academy 2011 by Jeff Wisniewski and Darlene Fichter

*TIP

When you first begin collecting data, or change/add, set an alert for verification that it’s working as expected

Page 25: Google Analytics - Web Managers Academy 2011 by Jeff Wisniewski and Darlene Fichter
Page 26: Google Analytics - Web Managers Academy 2011 by Jeff Wisniewski and Darlene Fichter

Discussion

Photo by foxypar4 – cc some rights reserved