Google Analytics - Web Managers Academy 2011 by Jeff Wisniewski and Darlene Fichter

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Web Managers Academy 3.0: Seamless Websites & Expanded Presence …

Web Managers Academy 3.0: Seamless Websites & Expanded Presence

Computers in Libraries 2011

http://www.infotoday.com/cil2011/day.asp?day=Sunday

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  • 1. What are people doing on your site? Computers in Libraries 2011 Jeff Wisniewski University of Pittsburgh Darlene Fichter University of Saskatchewan
  • 2. We can learn…
    • Who is coming to our site
    • What they’re doing
    • How long they stay
    • The systems they’re using to access our site
    • If they’re able to complete tasks
    • Friction points
  • 3. Add tracking
  • 4. * TIP The tracking code can be “included” as part of your page template Photo by BigTallGuy cc s ome rights reserved
  • 5. Menu translation Menu item English translation Dashboard General overview of site activity Intelligence Email and/or text alerts Visitors How man people, where they come from, what systems they’re using Traffic Sources How people are getting to and/or finding your site Content What do people look at on your site
  • 6.  
  • 7. Key metrics METRIC DEFINITION NOTE Bounce rate % of visits that immediately left High bounce rate can be good or bad Goal Page someone reaches once they’ve completed some task Hit Request for a file from a webserver Artifically inflated Pageview Display of a complete webpage Visits Series of pageviews from same visitor Within 30 minutes
  • 8. Rule of thumb TRENDS in the data are more important than the numbers themselves
  • 9. Visitors Photo reserved by Scott Clark Some rights
  • 10.  
  • 11. *TIP
    • New vs. returning, unique visitors, visitor loyalty all rely on cookie data.
    • Cookie caveats - b rowser specific :
      • They expire
      • They can be blocked or deleted
      • Public computers
  • 12. Visitors
    • Visitor technical information
      • OS
      • Browser
      • Screen color & resolution
      • Flash
      • Java
      • Network properties - Connection speed, location
      • Mobile
  • 13. Visitors: Browser
  • 14. Visitors: Mobile
  • 15. Visitors – Friction Points
    • Bounce rates – leave immediately
    • Site design – a good match for visitors?
      • Screen size vs fixed width?
    • Site load time – yslow from developer.yahoo.com/yslow/
    • Expected location of access vs actual location
  • 16. Content: Top Content
  • 17. Content – Friction Points
    • Are low use and high use pages likely?
    • Search engine keywords; mistaking site search for catalogue search, vice versa?
    • Search terms using different words than your labels and links?
    • Repeat the searches, are the results excellent?
  • 18. Content – Friction Points
    • Lack of content
    • Demand for new content
    • Path data – optimal route?
    • Path data – red flag use of back buttons
  • 19. Goals
    • A “goal” is the page which a visitor reaches once they have completed a desired action, such as a registration or download.
    • A “funnel” is the pages they need to visit on the way to a goal.
    • EXAMPLE: Library legislative history course sign up
  • 20. Goals: Setting up goals and funnels
    • Name the goal something intuitive. In this example it might be “Class Registration”
    • Choose whether or you want the goal to be active (on) now
    • Choose a type of goal. Most library scenario goals will probably fall under the “URL Destination” type, meaning the goal is to get the user to a specific place, in this case the “thank you for registering” page.
    • Enter the URL for this goal page
    • Under “Goal Funnel” click yes
    • On the following page add the URL(s) of the page(s) along the path a user would take to get from the homepage all the way through to the thank you page.
  • 21. Goals
  • 22. Goals
  • 23. Goals
  • 24. *TIP
    • When you first begin collecting data, or change/add, set an alert for verification that it’s working as expected
  • 25.  
  • 26. Discussion Photo by foxypar4 – cc some rights reserved