Web Analytics for Recruitment Success
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Web Analytics for Recruitment Success

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With a focus on Google Analytics, this presentation recommends the information available that is most valuable to understand the marketing effectiveness of student recruitment websites.

With a focus on Google Analytics, this presentation recommends the information available that is most valuable to understand the marketing effectiveness of student recruitment websites.

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Web Analytics for Recruitment Success Web Analytics for Recruitment Success Presentation Transcript

  • Web Analytics for Recruitment Success ©Robert E. Johnson, Ph.D. 2010 Marketing to Adult Students Education Dynamics – Aslanian Conferences Chicago, Illinois June 3-4 , 2010
  • The first imperative… Don’t drown in data…
  • The second imperative… Know what to ask for…
  • The third imperative… Filter out internal traffic…
  • When you start… stats, stats, stats
  • Don’t bother with screen resolutions…
  • Or different browser versions…
  • Marketing director must set priority…
    • (1) The “beat reporter” approach
      • Follow everything happening, all the time
    • (2) The “investigative reporter” approach ◄
      • What’s important to know? Why is that the case?
    • Marketing director as news editor:
      • Assign the story to watch
          • Melissa Burdon, http://www.grokdotcom.com/2008/04/30/web-analytics-report/
    • Select “most important” or “need to know” items from everything that’s possible.
  • Key metrics recommended…
    • Page views
      • “We buck the myth that page views are a dead metric” for key pages that “feed our conversion funnel.”
      • REJ note: watch trends over time
    • Average time on a page
      • “If you have a 3 minute video on a page, and users are spending only 15 seconds on it, you might consider improving it.”
  • Key metrics recommended…
    • Browser compatibility every 6 months…
      • “ We are starting to notice more mobile browsers (iPhone, blackberry, etc) so this is a trend to watch. It will require a mobile web strategy eventually.”
        • First noted in 2008
    • Even more important in 2010… and 2011
        • Mobile access is growing but not yet dominant
        • Gather facts for future resource allocation
  • Key metrics recommended…
    • Trend over time… or compare periods
      • Analytics most valuable for trends
      • Don’t obsess on daily or weekly stats unless tracking a specific campaign
    • New visitors…
      • “Landing pages”… where they start
      • “Bounce rate”… from the landing pages
      • Navigation
  • Important first marketing metrics: New visitors and the bounce rate…
    • Bounce rate…
      • Percent of new visitors who left an entry page (i.e., home page or other “landing page”) without going anywhere else on your website.
    • Good bounce rate
      • Under 35%
      • 20% is superlative
  • Set to report “New Visitors”
  • Where do “new visitors” start?
  • What did they do after arriving?
  • “ Search” can influence entry pages…
    • Undergraduate
    • Graduate
    • Departments
    • Schools & Colleges
    • Athletics
    • Human Resources
    • Faculty Central
    • Degree Programs
    • And a “search” box
  • Track interest in degree programs…
  • What does a marketer need to know? At the start, best to focus on a few elements
  • Set goals…
    • Your web marketing goals might include…
      • Watching a video
      • Reading a blog
      • Taking an online campus tour
      • Completing an inquiry form
      • Registering for a campus program
      • Subscribing to a newsletter
      • Applying for admission
  • Set analytics for your recruitment pages…
    • For access to results for admissions and recruitment pages.
    • Ask IT to set your analytics to only report your pages.
    • Access this yourself or ask for regular reports.
  • Filter out internal use in your reports…
    • Data on internal use is always there.
    • After you set the filter, you’ll never see it.
    • Get internal use out of your marketing information.
  • What marketing info from this page? http://www.worldcampus.psu.edu/iMBA.shtml
  • Let’s make a list…
    • How did visitors get here?
    • How many were new?
    • What did they do?
      • Watch the video
      • Print the page
      • Email to someone
      • Follow a link?
        • Online MBA curriculum
        • Integrates content
        • Residence experiences
    • Take an action?
      • Read FAQs
      • Ask for information
      • Apply for admission
  • Start at the dashboard page…
  • How did the visitors get here?
    • Direct traffic
      • Typed .edu address or print/radio/email
    • Referring sites
      • People online elsewhere who linked from other websites, including Twitter
    • Search
      • Importance of organic search to your traffic
      • Or paid campaigns
  • What keywords did they use to search?
    • Review top keywords for possible later use in…
      • Online advertising
      • Print and radio advertising
      • Billboards
  • Reporting features vary…
    • Date range feature
    • Compare two metrics at the same time
    • Line chart, pie chart, bar chart
    • Email and export capability (PDF to print)
  • More Key Performance Indicators (KPI)
  • Start tracking for mobile access…
    • Will grow in 2010 and 2011…
      • How fast isn’t clear
    • Test your site from the devices people are using
    • Objective data for site design resources
    • Track monthly
  • Where do your visitors live? Distance learning? International recruitment?
  • Popularity of individual web pages…
    • What pages are visited most often?
      • How long do people stay on them?
      • Do they exit from these pages or move to other pages?
    • Identify pages you’d like people to visit that are being ignored
  • Trend data for average time on site…
    • Average time on site is 1.06 minutes
    • Is this good or bad?
      • Depends on why they visited
      • These visits were to see Link of the Week page
      • Read and link away
  • What happens with your own search?
    • Marketing research
      • What do people look for on your site?
      • What words do they use to find it?
      • Does your “search” give the right answer?
      • Are your “Quick Links” accurate?
    • Need special tech help to set this up
  • The proverbial summary…
    • Pick a few key points to follow at the start…
      • Make sure they include the bounce rate for new visitors
      • Consider pages most often visited and time spent
    • Monitor what people are doing with site search
    • Filter out internal users
    • Track monthly and watch trends
    • Attention to access from mobile browsers
  • Getting up to speed and staying there… Recommendations from the brain trust…
  • An informal brain trust… Without responsibility for this presentation
    • Notes and experiences shared by…
      • Bates College
        • Jay Collier, Web Communications Manager
      • Juniata College
        • Gabe Welsch, Assistant Vice President of Marketing
        • Rick Stutz, Coordinator of E-Communications
      • St. Edward’s University
        • Carmella Manges, Director of E-marketing
      • University of Missouri
        • Lori Croy, Director of Web Communications
      • University of Richmond
        • Eric Palmer, Director of Web Services
  • Especially for Google Analytics… http://www.google.com/support/conversionuniversity/?hl=en
  • Buy this book first…
  • A book to continue… Make sure you get 2 nd edition
  • For ongoing reading… http://www.kaushik.net/avinash/ ... http://analytics.blogspot.com/
  • Glossary for reference… http://www.webtrends.com/Education/Glossary.aspx#b
  • Professional association… http://www.webanalyticsassociation.org/
  • Thank You! Bob Johnson, Ph.D. President Bob Johnson Consulting, LLC Marshall, MI 49068 248.766.6425 [email_address] Customer Carewords Website Research www.bobjohnsonconsulting.com