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Web Analytics for Non-ProfitsPresented by: Keidra Chaney
Outline
• My Web Analytics Journey
• Why Non-Profits should care about analytics
• Web Analytics 101
• Your Web Analytics Journey!
My Web Analytics Journey• Started as web content manager,
knowledge of HTML, CSS, a little PHP, blah ,blah.
• Google Analytics was my defense tool against random content changes!
• Self trained through books, courses and experience.
• Learned Javascript and Regular Expressions.
• Became a web analytics evangelist/nag at my workplace.
My Web Analytics Journey
Alzheimer’s Association:
•1 National Site
•70 Chapter Sites
•30 microsites
•Social Media
Web Analytics: Why Should You Care
• Web analytics is a tool to help you to understand how visitors interact with your website/content
• Analytics tracks metrics – or, measurements – of web traffic
• Analytics can help you get into the heads of your visitors
• Analytics can help you improve your website’s design and content for your audience
What Web Analytics won’t do:
• Track individual donor activity (you’ll need a CRM solution for that.)
• Drive traffic to your website (look into SEO/SEM strategy!)
• Perform magic (I can’t help you there.)
Cool Things You Can Find Out Using Web Analytics
• Find out what media campaigns (e-mail, social media, paid search - even print!) bring in traffic/conversions
• Identify what online visitors are your core supporters
• Monitor what website content is popular & most effective
• Find site errors (broken links, etc.)
Google Analytics Key Terms
• Visitor: An individual user of your site
• Visit/Session: Time from when a visitor enters and leaves your website
• Pageviews: Every time a visitor views a web page on a site
• Site Referrer: External web page that brought visitor to you
• Conversion: When a visitor completes an action (buys a product, subscribes to newsletter)
• Bounce Rate: Percentage of visitors that exit after only viewing one page of a website
Planning a Web Analytics Strategy
• What are your organization's overall goals?
• What visitor actions on the site will help achieve your goals? (ex. signing up, buying something?)
• What do visitors want to do when they come to your site?
• What is the purpose of your organization’s site/microsites? (ex. sell products, collect donations or content?)
• What information will decision-makers want to know?
Metrics and your site
Identify the key metrics that tell your how your site is performing against your set goals.
• Visitors
• Average Time on Site
• E-newsletter sign up
• Donor signups
What metrics you follow depend on the goals of your site.
Metrics and your site: Example
Metrics and your site: Conversions
Metrics and your site: Reports
Track trends: Set up an Excel spreadsheet, start tracking your key metrics month over month or week over week/month over month for shorter campaigns.
Google Analytics/Excel plugins to use: Tatvic, Excellent Analytics, Greasemonkey (for social media
metrics)
Google Analytics Fun Tool!Google “Google Analytics URL Builder “ learn how to place tags on your e-mails, social media links to track incoming traffic.
Going Further: Testing and Tagging
• A/B Testing/Multivariate Testing (testing multiple page elements)
• Heat Maps
• Campaign tagging and measurement (PPC, email, social media)
• Surveys and focus groups
Your Web Analytics Journey!!
Join Web Analytics Associationhttp://www.webanalyticsassociation.org
(lots of white papers and info)
Read and Watch Google Analytics Conversion Universitywww.google.com/support/conversionuniversity/
Participate in Analysis Exchangewww.analysis-exchange.com/
Your Web Analytics Journey!
• Books• Web Analytics 2.0 — Avinash Kaushik
• Always Be Testing — Brian Eisenberg
• Blogs• Web Analytics World: http://www.webanalyticsworld.com
• Web Analytics Demystified: http://blog.webanalyticsdemystified.com/weblog/
• Occam’s Razor: http://www.kaushik.net/avinash/