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Twf analytics101net2chi
Twf analytics101net2chi
Twf analytics101net2chi
Twf analytics101net2chi
Twf analytics101net2chi
Twf analytics101net2chi
Twf analytics101net2chi
Twf analytics101net2chi
Twf analytics101net2chi
Twf analytics101net2chi
Twf analytics101net2chi
Twf analytics101net2chi
Twf analytics101net2chi
Twf analytics101net2chi
Twf analytics101net2chi
Twf analytics101net2chi
Twf analytics101net2chi
Twf analytics101net2chi
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Twf analytics101net2chi

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  • 1. Web Analytics for Non-Profits <ul><li>Presented by: Keidra Chaney </li></ul>
  • 2. Outline <ul><li>My Web Analytics Journey </li></ul><ul><li>Why Non-Profits should care about analytics </li></ul><ul><li>Web Analytics 101 </li></ul><ul><li>Your Web Analytics Journey! </li></ul>
  • 3. My Web Analytics Journey <ul><li>Started as web content manager, knowledge of HTML, CSS, a little PHP, blah ,blah. </li></ul><ul><li>Google Analytics was my defense tool against random content changes! </li></ul><ul><li>Self trained through books, courses and experience. </li></ul><ul><li>Learned Javascript and Regular Expressions. </li></ul><ul><li>Became a web analytics evangelist/nag at my workplace. </li></ul>
  • 4. My Web Analytics Journey <ul><li>Alzheimer’s Association: </li></ul><ul><li>1 National Site </li></ul><ul><li>70 Chapter Sites </li></ul><ul><li>30 microsites </li></ul><ul><li>Social Media </li></ul><ul><li>E-mail </li></ul>
  • 5. Web Analytics: Why Should You Care <ul><li>Web analytics is a tool to help you to understand how visitors interact with your website/content </li></ul><ul><li>Analytics tracks metrics – or, measurements – of web traffic </li></ul><ul><li>Analytics can help you get into the heads of your visitors </li></ul><ul><li>Analytics can help you improve your website’s design and content for your audience </li></ul>
  • 6. What Web Analytics won’t do: <ul><li>Track individual donor activity (you’ll need a CRM solution for that.) </li></ul><ul><li>Drive traffic to your website (look into SEO/SEM strategy!) </li></ul><ul><li>Perform magic (I can’t help you there.) </li></ul>
  • 7. Cool Things You Can Find Out Using Web Analytics <ul><li>Find out what media campaigns (e-mail, social media, paid search - even print!) bring in traffic/conversions </li></ul><ul><li>Identify what online visitors are your core supporters </li></ul><ul><li>Monitor what website content is popular & most effective </li></ul><ul><li>Find site errors (broken links, etc.) </li></ul>
  • 8. Google Analytics Key Terms <ul><li>Visitor : An individual user of your site </li></ul><ul><li>Visit/Session : Time from when a visitor enters and leaves your website </li></ul><ul><li>Pageviews: Every time a visitor views a web page on a site </li></ul><ul><li>Site Referrer: External web page that brought visitor to you </li></ul><ul><li>Conversion: When a visitor completes an action (buys a product, subscribes to newsletter) </li></ul><ul><li>Bounce Rate: Percentage of visitors that exit after only viewing one page of a website </li></ul>
  • 9. Planning a Web Analytics Strategy <ul><li>What are your organization's overall goals? </li></ul><ul><li>What visitor actions on the site will help achieve your goals? (ex. signing up, buying something?) </li></ul><ul><li>What do visitors want to do when they come to your site? </li></ul><ul><li>What is the purpose of your organization’s site/microsites? (ex. sell products, collect donations or content?) </li></ul><ul><li>What information will decision-makers want to know? </li></ul>
  • 10. Metrics and your site <ul><li>Identify the key metrics that tell your how your site is performing against your set goals . </li></ul><ul><ul><li>Visitors </li></ul></ul><ul><ul><li>Average Time on Site </li></ul></ul><ul><ul><li>E-newsletter sign up </li></ul></ul><ul><ul><li>Donor signups </li></ul></ul><ul><ul><li>What metrics you follow depend on the goals of your site. </li></ul></ul>
  • 11. Metrics and your site: Example
  • 12. Metrics and your site: Conversions
  • 13. Metrics and your site: Reports Track trends : Set up an Excel spreadsheet, start tracking your key metrics month over month or week over week/month over month for shorter campaigns. Google Analytics/Excel plugins to use: Tatvic, Excellent Analytics, Greasemonkey (for social media metrics)
  • 14. Google Analytics Fun Tool! <ul><li>Google “ Google Analytics URL Builder “ learn how to place tags on your e-mails, social media links to track incoming traffic. </li></ul>
  • 15. Going Further: Testing and Tagging <ul><li>A/B Testing/Multivariate Testing (testing multiple page elements) </li></ul><ul><li>Heat Maps </li></ul><ul><li>Campaign tagging and measurement (PPC, email, social media) </li></ul><ul><li>Surveys and focus groups </li></ul>
  • 16. Your Web Analytics Journey!! <ul><li>Join Web Analytics Association </li></ul><ul><ul><li>http://www.webanalyticsassociation.org </li></ul></ul><ul><ul><li>(lots of white papers and info) </li></ul></ul><ul><ul><li>Read and Watch Google Analytics Conversion University </li></ul></ul><ul><ul><li>www.google.com/support/conversionuniversity/ </li></ul></ul><ul><ul><li>Participate in Analysis Exchange </li></ul></ul><ul><ul><li>www. analysis - exchange .com/ </li></ul></ul>
  • 17. Your Web Analytics Journey! <ul><li>Books </li></ul><ul><ul><li>Web Analytics 2.0 — Avinash Kaushik </li></ul></ul><ul><ul><li>Always Be Testing — Brian Eisenberg </li></ul></ul><ul><li>Blogs </li></ul><ul><ul><ul><li>Web Analytics World: http:// www.webanalyticsworld.com </li></ul></ul></ul><ul><ul><ul><li>Web Analytics Demystified: http://blog.webanalyticsdemystified.com/weblog/ </li></ul></ul></ul><ul><ul><ul><li>Occam’s Razor: http://www.kaushik.net/avinash/ </li></ul></ul></ul>
  • 18. Thanks! [email_address] @kdc

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