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“• Web analytics is the study of online behavior in order to improve it. Wikipedia
“•• The analysis of qualitative and quantitative data from your website and the competition, to drive a continual improvement of the online experience that your [audiences, and potential audiences] have, which translates into your desired outcomes (online and offline). Avinash Kaushik• Author, Web Analytics: An Hour A Day
•• “ Google analytics is the enterprise class web analytics solution that gives you insights into your website traffic and marketing effectiveness. In a word it is your new BFF! Elizabeth Scarborough• CEO and Partner, Simpson Scarborough
Web Analytics:A Continuous Process • is a process, • not a tool.
Primary web analytics tasks • Measure quantitative and qualitative data • Continuously improve your website • Align your measurement strategy with your organizational strategy • What other things are you using web analytics for?
Buckets of traffic Visitors who come directly to the Direct website using the domain name. By default, GA tracks 20+ differentSearch engines search engines. Links that appear on Referrals other websites. Campaigns Custom! You decide.
Is your Internal Traffic segmentedfrom your External Traffic?
Do you have a customized dashboard that is sharedmonthly with specific individuals on campus?
Custom Reports• Content Efficiency Analysis • Content analysis jump-start• Visitor Acquisition Efficiency Analysis • Assess leads across all streams of traffic• Keyword Analysis • Assess search terms that drive relevant traffic
Content Efficiency: Actions• Define KPI targets, evaluate trends • Pageviews, unique visits, time on page, goal completion• Explore navigation summary • Define target pageviews for previous pages • Optimize destination pages for desired content• Conduct user research to understand motivating factors for completing inquiry form (e.g., course information)• Assess Top Conversion Paths to optimize content and communications for performing mediums
Visitor Acquisition: Actions • Optimize for top sources and mediums driving inquiries • Example: colleges.collegetoolkit.com (27% conversion rate) • Evaluate key sources and mediums with low inquiry form conversions • Example: google.com / cpc (0.19% conversion rate) • Use social media to drive traffic • Publish valuable and relevant content for lead generation41
Keywords: Actions • Identify high-performance keywords • Focus on long-tail, non-brand keywords • Evaluate bounce rate, time on site, and goal completion based on targets to assess visitor and content relevance • Drill-down to assess keywords by source and medium43
Recommendations • Define targets for all success metrics (KPIs) and assess trends • Define goal values for all analytics goals to assess goal values • Focus analytics analysis on external traffic only • Conduct a user survey to assess content needs for converting traffic—answer “Why?”52
Recommendations (cont.) • Optimize marketing and communication for top conversion paths • Optimize content for top sources and mediums • Assess long-tail, non-brand keywords for SEO content opportunities • Use advanced segments with standard reports to provide context53
Introduction to goals,funnels, and conversions.
Types of goals Goal completed when visitorURL destination views defined URL Goal completed when visitor spends Time on site X amount of time on site Goal completed when visitor views Pages / visit X number of pages on site Goal completed when visitor takes Event a predefined action
Sample website goals Download a PDF Brochure, student handbook, PPT View specific Application confirmation, login page, webpage event registration Feedback form, inquiry form, newsletter Complete a form sign-up form Add a blog comment, completing aVisitor engagement survey, rating an article
Site Metric Definition Type Visit Also known as session Acquisition Number of people that visited the site in theUnique visitors Acquisition reporting periodPages per visit Total # of pageviews / total visit EngagementAvg. time on site Total time spent on site / total #visits Engagement % of visits generated by people who have not % New Visits Acquisition visited site before Bounce rate % of single page visits Engagement
Conversion metrics Conversion rate # outcomes / total # visits Per visit goal Revenue from outcomes # value / total # visitsAbandonment rate % of Abandoned Funnels