Analytics Workshop - Suniweb, Malmö, 09

Analytics john.wedderburn@rektor.lu.se twitter.com/johnwedderburn universityusability.wordpress.com

Agenda • Survey results – analytics use in Swedish Higher Education. 10 minutes • Presentation. 15 minutes • Discussion – Best Practice? Benchmarking network. 30 minutes

Benchmarking Network - Sharing data • We create a network to share benchmarking data – subgroup of SUNIWEB • Place our work into context – Evaluate our own efforts – Help management – Identify areas we can develop – Share best practice – Raise general quality of our websites – Validate our own GA data

Survey of Swedish Higher Education • 51 invitations, 25 responses

8 of the top 10 THES universities use Google Analytics

- % Conversion - % Exits

Analytics ”If we don’t measure it, we can’t manage it” - Return on investment - Our value as webmasters,editors,marketeers - The importance of our websites

Analytics Measurement, collection, analysis and reporting of Internet data for the purposes of understanding and optimising website usage. - visitors journey on the website - conversions - benchmarking against KPIs

Visits and Views

Visitors • Unique visitors are not people – Problems with cookies

Visits

So What?

Goals • Goal setting function – give it a value • Goals – Make an application/exit to studera.nu – Fill out a form – Make an enquiry – Download a pdf – Consume and share news – Downloads of research papers – Successful searches

PDF Download

External Sites

Success of offsite/offline activities • Marketing – Search Engine Marketing, adwords – Banner advertising – Offline advertising – Social networking marketing

• Vanity URLs • www.lu.se/uniquename • Redirect • http://www.lu.se/o.o.i.s/10900?utm_source=Brochure &utm_medium=PDF&utm_campaign=Autumn09

Improving Our Content • Performance of landing pages • Effect of SEO • Consequences of navigation and page layout

Landing Page Performance

Keywords - SEO

News • Time on page • Views • Location of visitors • % from search • Conversions from news • Sharing of news – social bookmarking

What Should We Report • Views • Visits • Completed goals • Success of marketing activities

Setting up your account/profiles • Set up is important

Benchmarking Network • Best Practice – What should we measure? – Which goals are relevant? – What, and why, should we report? – How can we improve content? • Benchmarking - Could we share data? – Unique views/visits – Page views – % from search – Landing page bounce rates – Validation of data, evaluation of our own efforts – Confidentiality – personal data, adwords, hacks, strategy?

• Size of the website • Time period • Cookies

Analytics Workshop - Suniweb, Malmö, 09

by John Wedderburn

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Analytics Workshop - Suniweb, Malmö, 09 Presentation Transcript