library presentation
DESCRIPTION
An overview of google analytics which I gave to students on the 'Digital Libary' course at Lund University.TRANSCRIPT
![Page 1: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/1.jpg)
WEB ANALYSISHOW TO MEASURE A WEBSITE’S PERFORMANCE
![Page 2: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/2.jpg)
2
about.me/johnwedderburn
JOHN WEDDERBURN
• Web content management• Analytics• Social media • Higher education, biomedical and research sectors
![Page 3: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/3.jpg)
3
WEB ANALYTICS
Understanding of what web analytics is
What a metric is, and how to use them
Why you need to understand your business goals
Basic web analysis
Advanced web analysis
How to ask the right questions
How to create kick ass reports
Quick wins
![Page 4: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/4.jpg)
4
TAKE HOME MESSAGE
If you’re not measuring it, you’re not managing it
Picture: Adrian S Jones, Flickr
![Page 5: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/5.jpg)
5
MEET THE HIPPO
Highest Paid Person’s Opinion
Avinash Kauskik
Picture: Canopic, Flickr,
![Page 6: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/6.jpg)
6
DATA VS OPINIONS
You need to understand:
The purpose of your website
The performance of your website
How visitors convert to customers
![Page 7: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/7.jpg)
7
5 SECOND TEST…
![Page 8: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/8.jpg)
8
![Page 9: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/9.jpg)
9
![Page 10: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/10.jpg)
10
Souce:XKCD
![Page 11: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/11.jpg)
11
PUBLIC SECTOR VS PRIVATE SECTOR
Picture: bizbuzzmedia, Flickr
![Page 12: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/12.jpg)
12
BUSINESS GOALS – PRIVATE SECTOR
Increase revenue: The bottom line
Save staff time
Broaden the customer base
Increase online purchases by 10% over 6 months
Increase visits to the online support, resource and forum pages
Increase visits to the website from Google, both organicand paid search.
![Page 13: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/13.jpg)
13
PUBLIC SECTOR ORGANISATION GOALS
Save staff time
Ensure information is made freely available
Recruit new staff
Increase visitors from search from specific keywords and phrases
Increase visits to online tools and resources
Generate visits to onsite recruitmentadverts from social media sources
![Page 14: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/14.jpg)
14
LIBRARY GOALS
Build a sense of community among library users
Contribute to research, scholarly activities and teaching
Expedite access to scholarly resources at the point and place of need
Increase visits to the website from target demographics by 20%
Increase traffic to support guidesand online resources.Contact partners via social media
Increase the number of enquiries to the online catalogueby 20%.Increase the number of new visitors by 30%
![Page 15: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/15.jpg)
WEB STRATEGY…EXPLAINS WHY YOU HAVE WEBSITE…AND HOW IT DELIVERS YOUR ORGANISATION’S GOALS…
![Page 16: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/16.jpg)
16
ASKING ’WHY?’
Why do we have a website?
Why do we want visitors?
Why do we want engagement?
Why do we want people to return to our content?
Solution – Make the ability the access our databases the key mission of our website
![Page 17: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/17.jpg)
17
ASKING WHY? WILL…
Define success
Create criteria for decision making
Align resources
Motivate staff
(David Allen, Getting Things Done)
Creates the foundation for future measurement
![Page 18: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/18.jpg)
18
WEB STRATEGY
Picture: nechbi, Flickr,
![Page 19: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/19.jpg)
19
Source: Bluewire media
![Page 20: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/20.jpg)
20
Source: Loveday and Niehaus
![Page 21: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/21.jpg)
21
Source: Loveday and Niehaus
![Page 22: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/22.jpg)
22
Source: yourseoplan.com Goals from: Cornell University Library
Expedite access to scholarly resources
Provide cutting edge facilities and services
Ensure stewardship of the university’s intellectual assets
Contribute to research, scholarship and teaching
Become an employer of choice
![Page 23: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/23.jpg)
23
CONVERSION
The act of making your prospect do what you want them to do
- Making a purchase
- Leaving an email address
- Downloading a brochure
- Accessing a database
- Logging in
![Page 24: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/24.jpg)
24
WHAT ARE THE KEY CONVERSIONS WHICH VISITORS WILL CARRY OUT ON YOUR WEBSITE?
…WITHOUT THIS CONTEXT ANALYSIS CANNOT BE COMPLETED…
![Page 25: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/25.jpg)
25
Source: yourseoplan.com
Student Recruitment
Non EU citizens Exiting tostudera
Programmedescription
Educationoverview
Employer ofchoice
Qualifiedgraduates
Onlineapplication
Job PageJobdescription
IP stewardshipUniversitystaff and students
Upload Upload page Page for staff
![Page 26: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/26.jpg)
26
• List the primary, and a few secondary goals of the website you have created
• For one or two of these goals identify the:
Target Audience. Conversion. Conversion Page. Landing page.
- Is the goal measurable?- What actions can be taken to develop the goal?
![Page 27: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/27.jpg)
27
FACTORS NEGATIVELY AFFECTING CONVERSION
Poor navigation
Lack of customer focus ’organisation’ rather than ’customer’ centric
Focus on ’look and feel’
Unclear ownership
![Page 28: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/28.jpg)
WE NEED A REDESIGN….BECAUSE THE WEBSITE IS BORING
![Page 29: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/29.jpg)
29
![Page 30: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/30.jpg)
30
HIPPO
” I don’t like that colour”
”The titles on our website pages are not the correct ones”
”We should have a picture of the director on the first page”
”The website is looking a bit old, we should do a redesign”OPIN
IONS
![Page 31: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/31.jpg)
31
DATA VS OPINIONS
• You need to own your website and its data
![Page 32: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/32.jpg)
32
Killer questions to the HIPPO:
- What are we trying to change? Or improve? Or Fix?- Why? How does this help our organisation’s goals?- How will we measure it?
Picture: Hyeenus, Flickr,
![Page 33: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/33.jpg)
WEB ANALYTICS…HOW TO OWN YOUR WEBSITE…
![Page 34: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/34.jpg)
34
WEB ANALYTICS
Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage
Web analytics is the tool you will use to champion the user’s experience,show the value of your expertise, showcase the results of your colleagues’ hard work and make a case for getting a budget for developing your online activities
![Page 35: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/35.jpg)
35
TOOLSWebtrends
Google Analytics
Omniture
Facebook insights
Awstats
Youtube insights
Yahoo web analytics
Facebook analytics
Crazy egg
Kissinsights
4Q
![Page 36: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/36.jpg)
36
![Page 37: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/37.jpg)
37
DATA PUKE• Difference between reporting and giving insights
It’s not called Web Reporting….
ANALYSE and ACT
![Page 38: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/38.jpg)
38
![Page 39: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/39.jpg)
39
Question: ”Tell me the number of visits the website got”
Answer: ”What is the business
question you are trying to answer? Why are visits important to you?”
![Page 40: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/40.jpg)
40
HOW DATA IS OBTAINED
Types of tools:
- Logfile analysis
- Page tagging
Other sources of data:
- email response rates, usability test data, website, survey tools
![Page 41: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/41.jpg)
41
GOOGLE ANALYTICS
Uses a first party cookie and Javascript on the page
Important to know that:
- Leaves a cookie on the users computer
- Data is held elsewhere,
- Anonymous
![Page 42: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/42.jpg)
42
LIMITATIONS• Cookies can be deleted, or never installed
• The same visitor may use multiple computers and devices
• One computer may be used by many visitors
![Page 43: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/43.jpg)
43
DATA WILL NEVER BE 100% ACCURATE
Over time, trends will be precise
![Page 44: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/44.jpg)
44
VISITOR TRACKING IN THE PUBLIC SECTOR• Need to inform visitors that you are using cookies
In Sweden, Post and Telecom Agency is responsible for telling you how to manage visitor data
• Google requires you to say you are using Google Analytics
![Page 45: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/45.jpg)
45
COOKIES AND THE LAW
Directive 2009/136/EC
![Page 46: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/46.jpg)
46
![Page 47: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/47.jpg)
47
WHO USES GOOGLE ANALYTICS?• Used by 57% of the top 10 000 websites
Source: trends.builtwith.com
• 8 of the top 10 universities in the world use GA
• 20 of 25 Swedish universities use GA
![Page 48: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/48.jpg)
48
WORDPRESS AND GOOGLE ANALYTICS
![Page 49: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/49.jpg)
BASIC METRICS…DON’T JUST ASK HOW MANY VISITS WE GOT
![Page 50: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/50.jpg)
50
WHAT’S A METRIC?
A metric is a number
- A count
Page views
Visits
- A rate
Conversion rate
![Page 51: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/51.jpg)
51
• Goals• Bounces• Entrances• Exits• New visits• Page views• Time on page• Time on site• Visits
METRICS DIMENSIONS
• Browser• City• Continent• Domain• Keyword• Mobile• Page• Source
![Page 52: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/52.jpg)
52
Picture: RsMs, Flickr,
![Page 53: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/53.jpg)
53
THE VISIT
![Page 54: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/54.jpg)
54
VISIT, VISITS, VIEWS AND UNIQUE VISITORS
A visit – distinct entry and end, with several pages looked at
1 visit can include several page views
A unique visitor can make several visits during the same day
![Page 55: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/55.jpg)
55
VISITORS
A visit is a session on your website
- A page is landed on
- Cookie installed or activated
- Other pages looked at
- Exit or 30 mins elapse or the browser is closed
![Page 56: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/56.jpg)
56
PAGE VIEWS
![Page 57: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/57.jpg)
57
TIME ON SITE
![Page 58: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/58.jpg)
58
A QUICK DIGRESSION…
Sources: Not Quite the Average, Weinreich et al, 2008 Jakob Nielsen, useit.com
Users will read about 20% of the text on the average page
52% of visits were for less than 10 seconds
Website visit duration 2 minutes 34 seconds
![Page 59: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/59.jpg)
59
AVERAGES
Picture: Norte_it (Dario J Lagana, Flickr,
• Your website is not average,so don’t use average reports
• Just reporting averages will make it hard to show change
![Page 60: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/60.jpg)
60
VISITS ARE MISLEADING…
How many visits did our website get?
Jan – July 2011: 3 273 486 visits
…made by 769 752 people
587 881 of these people were from outside the organisation
481 551 visits were for more than 2 minutes and looked at 3+ pages
20% of the visitors only made 1 visit
![Page 61: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/61.jpg)
61
VISITOR SOURCE
![Page 62: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/62.jpg)
62
REFERRING WEBSITE
• Only referring sites
![Page 63: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/63.jpg)
63
BOUNCE RATE
Picture: Sean dreillinger, Flickr
![Page 64: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/64.jpg)
64
![Page 65: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/65.jpg)
65
BOUNCE RATE• A visit which leaves after just one page…..
• A bounce rate of over 30% is worrying
’they came, they puked, they left’
![Page 66: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/66.jpg)
66
LOYALTY
![Page 67: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/67.jpg)
67
![Page 68: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/68.jpg)
68
• Despite looking impressive, the visit metric is not that valuable by itself
• Metrics straight out of the box, cannot usually be actioned
- Too much noise….
![Page 69: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/69.jpg)
SEGMENTS
…BECAUSE THERE’S NO SUCH THING AS AN AVERAGE WEBSITE OR AN AVERAGE VISITOR….
![Page 70: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/70.jpg)
70
Picture: victor_nuno, Flickr,
![Page 71: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/71.jpg)
71
INTERNATIONAL VISITORS…..
![Page 72: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/72.jpg)
72
REFINE YOUR DATA..
Segments could be:
• Visitors from Google
• International visitors
• Visitors from social media
• Visitors who read more than 3 pages of content
• Visitors who convert
• Visitors from mobile devices
Segments make metrics more effective by placing them into context
![Page 73: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/73.jpg)
73
INTERNATIONAL SEGMENT
Action: Continue to lever Facebook
![Page 74: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/74.jpg)
74
INTERNATIONAL SEGMENT
Action: Optimise landing pages
![Page 75: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/75.jpg)
75
KEY POINT
The application of a segment will give you more insights into your data
- Visitors who returned
- What content did they read?
- Visitors who came from search
- What pages did they land on first?
- Visitors who came from social media
- How long are they on the website?
- Do they convert?
![Page 76: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/76.jpg)
CONVERSION
…WHAT DOES IT LOOK LIKE ON YOUR WEBSITE?...
![Page 77: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/77.jpg)
77
CONVERSIONS – GOALS AND SEGMENTS
Goal: Click on ’add to basket’
![Page 78: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/78.jpg)
78
CONVERSIONS
Types of conversion can include:
• Add more subscribers to a blog or newsletter
• Download a brochure
• Click on a Facebook share button
• Register for an event
• Make a purchase
Can be both micro or macro conversions
![Page 79: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/79.jpg)
79
WHERE DOES YOUR CONVERTING TRAFFIC COME FROM?
• Segment – International visitors from outside the European Union
Action: Maintain and develop content on sites sending converting traffic
![Page 80: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/80.jpg)
IS YOUR CONTENT WORKING?….CONTENT IS KING….
![Page 81: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/81.jpg)
81
Word cloud created from keywords used to find website
![Page 82: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/82.jpg)
82
CONTENT PERFORMANCE
• Most viewed pages by International visitors to the website
![Page 83: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/83.jpg)
CONTENT CHECKLIST
Sources
- Referring sites
- Keywords
- Visits
Landing Pages and Bounces
• Focusing on campaign and targeted traffic
Micro-conversions
![Page 84: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/84.jpg)
ADVANCEDTRACKING…MEASURING OFFLINE, ONLINE
![Page 85: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/85.jpg)
85
OUTBOUND LINKSDOCUMENTS• Google Analytics will not automatically track:
- Documents
- Outbound links (exits from a link on your site)
• Tracking these, by using the ’events’ function will:
- Give true bounce rate
- Give intelligence on value of links
- Provide value of email, document etc links
![Page 86: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/86.jpg)
86
INBOUND LINKS• Track banner ads and other links to your site with URLs
containing unique tags
• Track links from brochures by using a unique URL which redirects to a URL you are tracking
![Page 87: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/87.jpg)
87
WHY?• Tracking banner ads and brochure links will enable you to
establish value
• 316 visits to the landing page• No conversion• Expensive
• 1 595 visits to the landing page• Bonus: approx. 2 % conversion• Cheap
vs
![Page 88: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/88.jpg)
MEASURINGSOCIAL MEDIA…”HAVE WE GOT A FACEBOOK?”
![Page 89: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/89.jpg)
89
![Page 90: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/90.jpg)
90
WHY?• Customer service
• Promotion
• Business intelligence
![Page 91: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/91.jpg)
91
![Page 92: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/92.jpg)
92
SOCIAL MEDIA NEEDS PURPOSE1.Once we have a Facebook page, we’ll be able to…….
2. People will read our Facebook page, because it helps them to……..
3. After reading, we want Facebook page visitors to…..
4. …………., ……………., and …………….. will let people know we have a Facebook page
5. We will create ……. posts per month, with …….. In charge of editorial and ……….. In charge of analytics
![Page 93: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/93.jpg)
93
6. Sample posts, and their headlines, include…….
![Page 94: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/94.jpg)
94
FACEBOOK INSIGHTS
![Page 95: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/95.jpg)
95
Klout
Bit.ly (or other shorterner tool)
![Page 96: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/96.jpg)
96
Graph shows visits to the job description on our website:
Blue line is total visits to the job description.
Orange line is visits from social media.
![Page 97: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/97.jpg)
97
BLOG
Google analytics or similar
Wordpress comes with own analytics function
![Page 98: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/98.jpg)
98
YOUTUBE INSIGHTS
![Page 99: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/99.jpg)
99
MEASURING ’ENGAGEMENT’
Facebook:
- Friends is a crude measure
- Comments and type
- Views of tabs
- growth relative to peers/competitors
Twitter:
- @ and RTs
- amplification
Image: www.lumaxart.com
![Page 100: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/100.jpg)
ROI OF SOCIAL MEDIA
![Page 101: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/101.jpg)
101
![Page 102: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/102.jpg)
REPORTING
…ACTIONS, ACTIONS, ACTIONS
![Page 103: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/103.jpg)
103
REPORTING• Give insights
• Become an advocate for data based decisions
- Don’t wait to be asked
![Page 104: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/104.jpg)
104
KEY PERFORMANCE INDICATORS
Metrics that are used to help an organisation define and measure progress towards organisational goals
OR….
Measures that help you understand how you are doing
against your objectives
![Page 105: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/105.jpg)
105
Why are we online?
Visibility Lead Generation RecruitmentSo people know we exist Convert visitors into prospective students Send students to
studera.nuKey Performance Indicator:Visits from non-brand keywords and phrases
Key Performance Indicator:New visitor growth
Focusing on visits from:- Search- Referring sites- Target countries
Key Performance Indicator:Engagement on Facebook
Key Performance Indicator:Views of our most important content
Focusing on visits from:- Loyal visitors- Target countries- Search- Referring sites
Key Performance Indicator:Email contacts
Key Performance Indicator:Newsletter subscripton
Key Performance Indicator:Exits to studera.nu
Focusing on visits from:- Loyal visitors- Target countries- Search- Referring sites
Based on a model provided by Avinash Kaushik
BusinessGoal:
WHY?
Metrics:
Segments:
![Page 106: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/106.jpg)
106
TIME
During Jun – Aug 2011 our website received 3 274 visits from social media
- This is 50% more than the previous year
Placing data into the context of time makes it instantly more meaningful.
This is partly due to our investment in Facebook and Twitter
![Page 107: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/107.jpg)
107
WHY ARE YOU REPORTING?
Ask ’why’ or ’so what?’
We got 2000 visitors to the website last week.
So what?
This is a 25% increase from the same time last month – it’s due to the newcontent we commissioned and the distribution of it via Facebook
Or….
This is to be expected, as the summer holidays have ended
![Page 108: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/108.jpg)
108
WHAT HAPPENS TO YOUR REPORT?
![Page 109: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/109.jpg)
109
![Page 110: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/110.jpg)
110
![Page 111: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/111.jpg)
111
![Page 112: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/112.jpg)
112
![Page 113: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/113.jpg)
113
![Page 114: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/114.jpg)
KILLER QUESTIONS…AND THE REPORTS THAT ANSWER THEM…
![Page 115: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/115.jpg)
115
ARE WE VISIBLE ON THE WEB?
• Traffic Sources report
Action: check referring sites and keywords in Google
![Page 116: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/116.jpg)
116
IS OUR CONTENT WORKING?• Landing Page report
Action: Optimise landing pages to reduce bounce rate
![Page 117: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/117.jpg)
117
SEARCH ENGINE OPTIMISATION
![Page 118: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/118.jpg)
118
WHICH SITES SEND US CONVERTING TRAFFIC?
![Page 119: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/119.jpg)
119
VISITOR PROFILEFor example, visitors from mobile devices:
Action: Check functionality of site on mobile devices and optimise for most used, Examine which content is most used (lesson plans in this example) and develop an app.
![Page 120: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/120.jpg)
BENCHMARKING….IS HARD…
![Page 121: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/121.jpg)
121
GOOGLE TRENDS
![Page 122: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/122.jpg)
REALITY CHECK…WAKE UP AND SMELL THE COFFEE…
![Page 123: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/123.jpg)
123
![Page 124: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/124.jpg)
124
BECOMING A DATA EVANGELIST
Understand why you have a website
Know what the conversion points are
Measure the hell out of it
Analyse your data
Action and report your date – don’t wait to be asked
Advocate your data
Repeat
![Page 125: Library presentation](https://reader035.vdocuments.net/reader035/viewer/2022070316/555a7ce1d8b42a98568b4b0d/html5/thumbnails/125.jpg)
125
Conversion University – Google
Occam’s Razor by Avinash Kaushik
Measuring Success by Brian Clifton
Trending Upwards by Shelby Thayer
Universityusability by John Wedderburn