How to use Google Analytics to improve your charity website without drowning in data!


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So you have a website and a Donate Now button. But how well are they performing? What can you do to increase the frequency and size of your online gifts? How can you find answers to these questions without falling prey to "analysis paralysis"? Join this webinar to get practical ideas you can use Google analytics to tune-up your website.

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  • 27.9% of US mobile users read email on their mobile devices.–ComScore
  • You don'tGoogle Analytics automatically detects the name of the search engine and the keyword from organic (unpaid) keyword referrals, and you'll see metrics for these referrals in your reports, typically under "Organic" listings. Google Analytics also detects referrals from other websites and displays them in your reports, whether or not you have tagged them. need to tag your AdWords URLs. Google Analytics will automatically track all of your AdWords campaigns. / Banner Ads / Email campaigns
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  • How to use Google Analytics to improve your charity website without drowning in data!

    1. 1. Website Autopsy: How to use Google Analytics (without drowning in data!) – June 9, 2011<br />
    2. 2. This is how Google sees me … Hello!<br />
    3. 3. @snotforprofit<br />
    4. 4. Super Sweet Insights!<br />
    5. 5. If you build it they will come … Only works in magic baseball fields, not in websites!<br />
    6. 6. Is your organization’s website an “all-dressed” pizza?<br />
    7. 7. What is this website’s goal?<br />
    8. 8. A clear goal for visitors to complete… ?<br />
    9. 9. “It’s not about how it looks ... it’s about how it CONVERTS!”<br />
    10. 10. Two Objectives…<br />1) Getting people to your site<br />2) Getting people to do something on your site<br /><ul><li>Donate
    11. 11. Register
    12. 12. Connect (facebook, twitter, email)
    13. 13. Submit (survey, request for services)</li></ul>YAY!CONVERSION!<br />
    14. 14. Total Visitors<br />Visit Donation Page(s)<br />Start Donation<br />Complete Donation<br />54 Visitors Complete Donation<br />
    15. 15. Improve your conversion only slightly…Increase your donations/transactions…Without gaining new visitors!<br />65%<br />35%<br />5%<br />114 Complete Donation<br />
    16. 16. Why is this important?<br />You can predict your high volume periods and make adjustments to take advantage of them!<br />
    17. 17.<br />
    18. 18. Your unique profile code applied to your web properties<br />UA-XXXXXY<br /><br />
    19. 19. Set up Goals on your dashboard to track your conversion metrics. Which questions do you want to answer?<br />
    20. 20. Funnel Visualization:How well did you convert on your goal?<br />
    21. 21. Why should your site have goals?<br />Your site should WORK HARDfor you!<br />
    22. 22. What sorts of awesome things can you set as goals?<br />Well, do you want to know how many people …Subscribed to your RSS feed?Completed newsletter sign-up?Registered for an event?Purchased a gift?Submitted a survey?Applied to volunteer?Made a donation?<br />
    23. 23. Now that conversion is your goal…How do you interpret that data?<br />
    24. 24. Ask questions that matter to you!<br />
    25. 25. Two Objectives…<br />1) Getting people to your site<br />2) Getting people to do something on your site<br /><ul><li>Donate
    26. 26. Register
    27. 27. Connect (facebook, twitter, email)
    28. 28. Submit (survey, request for services)</li></ul>YourBenchmarks<br />
    29. 29. How do folks arrive on your site?<br />Do you only consider your home page?<br />
    30. 30. What are your different entry points?<br />Not everyone finds your site through your home page!<br />v<br />
    31. 31. Which entry paths?<br />Which content is stickiest?<br />
    32. 32. What killsconversion?<br />Where your visitors say:“No thanks, I’m done!”<br />
    33. 33. What are your important keywords?<br />What is accurate & unique to your organization? Are your visitors looking for the wrong things?<br />
    34. 34. What gets Google’s attention?<br />On your site <br /><ul><li> Keywords
    35. 35. Well-named page titles & headers
    36. 36. “Friendly” URLs</li></ul>Off your site<br /><ul><li> Credible inbound links</li></li></ul><li>How are people finding me?<br />Do your titles & headers have Google-friendly info or do they say “About Us” … “What We Do” ?<br />
    37. 37. Who supports me?<br />Who is chatting about you?<br />
    38. 38. Which referrers drive your conversion?<br />
    39. 39. Which campaigns refer traffic that drives the most or least conversion to your goals?<br />
    40. 40. Who are my supporters?<br />Why is this important to your organization?<br />
    41. 41. Answers help you target yourweb appeals!<br />Your supporters are reading your appeals on their mobile devices.They’ve been doing itfor a while now…<br />
    42. 42. How do I get a bigger picture?<br />Get visual!Where are your supporters clicking?<br />
    43. 43. Run awesome experiments!<br />
    44. 44. Track files (such as PDF or media files) that are downloaded from your site.<br />_trackPageview()<br />Is your Annual Report really a major priority for your website?<br />
    45. 45. Track your campaigns!<br />Tag your email or banner campaign links!<br /><br />
    46. 46. Custom Reports!<br />Build them once, answer your priority questions forever!<br />
    47. 47. Set up alerts by email<br />Google will email you all the good stuff!<br />Set up metrics you need to know about immediately – high traffic, unacceptably low traffic, what’s important to you?<br />
    48. 48. Do you have three questions you want to ask about your web site’s performance?<br />
    49. 49. Test, measure & adjust<br />
    50. 50. Great Free Resources!Google Conversion<br />Google Webmaster<br />
    51. 51. Thanks for your time!<br />Join Artez Interactive on Facebook & & @artezonline<br />
    52. 52. We love your feedback!<br />