Beyond Pageviews: How Is Your Content Is Really Performing?

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You want to increase engagement on your site, but where do you begin? Those pesky users could be skipping right over the carefully crafted slideshow image suggested by your director and heading …

You want to increase engagement on your site, but where do you begin? Those pesky users could be skipping right over the carefully crafted slideshow image suggested by your director and heading straight for a colored text box that's not even meant to be clickable.

Tools that track user behavior like CrazyEgg, UnBounce, Qualaroo, KissInsights, and yes, Google Analytics can give you the real data you need to make content decisions, settle arguments, and optimize your site for the ways audiences are actually using it.

You'll learn to look at tracking beyond traditional stats like page views and how to really drill in on what is working on your site and what is not. We'll go over what to track in Google Analytics, how to set up a complement of tools to look at different aspects of engagement for the same content, and how to get real, valid data without having to convince your director to let you hire a new staff of analytics specialists.

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  • 1. Beyond Pageviews: How is your content really performing? ! #eduweb14
  • 2. Meet NewCity Melissa Beaver
 Director of User Experience 
 Rachel DeLauder Content Strategist ! Join the Conversation #eduweb14
  • 3. Hitting the Mark
  • 4. Does this content work? I don’t know. Photo Credit: David Zack, Sears Sales Flyer (1984),Flickr.
  • 5. How long does good content take? ½–1 hour to copy edit 1–3 hours to edit or rewrite existing content 2–5 hours to research & write original content 10–20 hours to research & write 1 feature article Editing Writing
  • 6. “There’s only one way to learn—and that’s through feedback.” ! Steven Levitt Professor of Economics, University of Chicago; co-author of Freakonomics podcasts & books
  • 7. How do you know if your content is “working”?
  • 8. Support conversions Leave users with the intended impression Answer user questions Teach something Content Must Earn Its Keep Tracking the Basics
  • 9. Best Practices, Schmactices
  • 10. Videos, Check
  • 11. Event  Action Total  Events Unique  Events Event  Value   6,157 %  of  Total:  3.06%  (201,402) 631 %  of  Total:  1.23%  (51,269) %  of  Total:  0.0 1. Start 919 (14.93%) 627 (13.85%) 2. 1% 794 (12.90%) 561 (12.39%) 3. 5% 725 (11.78%) 523 (11.55%) 4. 10% 704 (11.43%) 513 (11.33%) 5. 20% 663 (10.77%) 490 (10.82%) 6. 33% 622 (10.10%) 462 (10.21%) 7. 50% 563 (9.14%) 433 (9.56%) 8. 67% 504 (8.19%) 393 (8.68%) 9. 90% 437 (7.10%) 345 (7.62%) 10. Ended 226 (3.67%) 180 (3.98%)  Total  Events  Pages  /  Session Jul  8 Jul  15 Jul  22 200200200 400400400 How much are they watching?
  • 12. It Depends
  • 13. What’s your baseline?
  • 14. Tracking the Basics Where to Start
  • 15. Conversions you should track Enrollment applications Request information forms or email links Calls driven by the website Registration for campus visits Event registrations Email sign-ups Visits to a campaign URL Downloads (PDF brochure, campus map, directions) Conversions to Track Defining Goals
  • 16. Organic Direct Paid Referral Types of Traffic Tracking the Basics
  • 17. Tracking the Basics Year-Over- Year Comparisons
  • 18. Tracking the Basics Sessions and Unique Users
  • 19. Tracking the Basics What a Session Looks Like
  • 20. Where are they coming from?
  • 21. Gather into Baseline Report
  • 22. What are you trying to do with your content?
  • 23. Define Your Goals Go  to  this  report Jun  1,  2014 -­ Aug  4,  2014Content  Drilldown ALL » PAGE  PATH  LEVEL  1:  www.pomona.edu/ » PAGE  PATH  LEVEL  2:  /academics/ » PAGE  PATH  LEVEL  3:  /majors-­and-­minors/ This  report  is  based  on  214,736  sessions  (90.07%  of  sessions).  Learn  more Page  path  level  4 All  Sessions From  New  York From  Not  US All  Sessions From  New  York From  Not  US All  Sessions From  New  York From  Not  US All  Sessions From  New  York Explorer Pageviews Unique  Pageviews Avg.  Time  on  Page Bounce  Rate %  Exit All  Sessions 15,355 %  of  Total:  1.97% (780,172) 13,081 %  of  Total:  2.25% (581,869) 00:01:06 Site  Avg:  00:01:05  (1.13%) 71.44% Site  Avg:  49.19%  (45.22%) 50.59% Site  Avg:  30.52%  (65.77%) From  New  York 553 %  of  Total:  0.07% (780,172) 467 %  of  Total:  0.08% (581,869) 00:01:25 Site  Avg:  00:01:05  (29.64%) 63.53% Site  Avg:  49.19%  (29.15%) 51.72% Site  Avg:  30.52%  (69.47%) From  Not  US 1,915 %  of  Total:  0.25% (780,172) 1,647 %  of  Total:  0.28% (581,869) 00:01:20 Site  Avg:  00:01:05  (21.80%) 77.18% Site  Avg:  49.19%  (56.90%) 51.12% Site  Avg:  30.52%  (67.52%) 1. /index.aspx   14,225  (92.64%) 12,116  (92.62%) 00:01:08 71.41% 52.11%   524  (94.76%) 439  (94.00%) 00:01:27 67.09% 51.91%   1,744  (91.07%) 1,493  (90.65%) 00:01:23 77.45% 52.41% 2. /natural-­sciences.aspx   433  (2.82%) 369  (2.82%) 00:00:57 77.78% 34.64%   10  (1.81%) 10  (2.14%) 00:00:55 33.33% 40.00%   53  (2.77%) 46  (2.79%) 00:00:59 81.25% 49.06% 3. /humanities-­fine-­ arts.aspx   288  (1.88%) 248  (1.90%) 00:00:50 66.67% 32.29%   9  (1.63%) 8  (1.71%) 00:00:43 0.00% 66.67%   52  (2.72%) 46  (2.79%) 00:00:31 75.00% 36.54% 4. /interdisciplinary.aspx   224  (1.46%) 194  (1.48%) 00:00:51 57.14% 28.12%   6  (1.08%) 6  (1.28%) 00:00:20 0.00% 33.33% +  Pageviews  ( )All  Sessions  Pageviews  ( )From  New  York  Pageviews  ( )From  Not  US Jun  15 Jun  29 Jul  13 Jul  27 500500500 1,0001,0001,000 All  Sessions 1.97% From  New  York 0.07% From  Not  US 0.25% Increase… •Quality of Applicants? •Quantity of Applications? •Awareness/Visibility? ! For… •Which programs? •Which regions? •Which audiences?
  • 24. Quantitative Measures • Do you want more applications/request info/campus visits? - % increase? - Time period? • From what kind of prospectives? - Define high caliber. - Locations? - Backgrounds? • Outperform which peers/competitors?
  • 25. Qualitative Measures • How should prospective students to describe the university/ department after a visit to the website? (3 adjectives or phrases) • Describe the perfect fit student. Who does well in your program/department/at this university?
  • 26. Types of ContentDefine Your Content’s Purpose Messaging Descriptive Promotional Wayfinding
  • 27. Detail page or a routing page? ScrollmapHeatmap
  • 28. Let’s Experiment
  • 29. Are we making a good impression?
  • 30. Qualitative Questions to Ask General: You’d like to check out [college name here]. Think about what qualities you look for in a [college]. Exploring this website, how do you find out if [college] is a good fit for you? Directed: You want to find out [this]. What information do you look for on their website? Thinking of those tasks, which of these [pages] is the most helpful?
  • 31. Quick User Impressions to Gather About students: Describe what kind of student you think would be a good fit for this college. About about the institution: What 3 adjectives or phrases would you use to describe this college?
  • 32. As Part of Usability Testing
  • 33. “The polar opposite of me - i.e. someone who loves the outdoors and wants to be part of a tight-knit community. Someone who is interested in nature and the sciences. It would be a great fit for someone who wants to get away from the busy city, or wants to get away from a giant university where they feel anonymous.” Describe what kind of student you think would be a good fit for this college.
  • 34. Which homepage design? “Seems clearer, less like a business.” “This one feels more academic.”
  • 35. We want our external audiences to say we... “Provide individualized, human care with high-touch, comprehensive service” “Are a world-class healthcare institution that brings together a unique blend of people, places, & performance to create outstanding experiences” University of Texas Health Science Center, San Antonio
  • 36. Option A “Top 3%—that’s pretty awesome.” “I now know that the Science Center is part of the University of Texas. I didn’t even notice that on the others... I did see UT but wasn’t sure what that stood for. Nice to know who they are affiliated with.” [Reading the “We make lives better” statement]: “It is the most helpful because it makes it easy to understand WHY going to a center that includes research and academics can provide me with a better healthcare experience.”
  • 37. Option B “As soon as I land [on the page], I see we’re talking about exceptional patient care. I feel like I’m in the right place. Page feels warm when I land on it. Doesn’t feel busy or overpowered.” “He looks very scientific... I don’t get a healthcare impression... Seems more focused on research aspect—doesn’t make me want to choose this.”
  • 38. Option C “It’s got that great catchy sentence at the top.” “Like this button ‘Find out how we can help.’ I definitely know where to go to get more information about patient care.” [After seeing them on previous designs]“Where are the numbers?”
  • 39. What does UT Health Science Center do? • I think it's a medical facility that teaches and practices the newest medical treatments.  • It provides healthcare, is a medical school, and research center, and these 3 aspects combined make for an excellent healthcare experience. • It’s a teaching medical center that offers all sorts of resources - medical and dental care, a learning environment, and research facilities. • Provides excellent health care, medical training and medical research. • I believe it is an academic university and medical research center.
  • 40. Comparing Your Site to Peers
  • 41. Are flashy features worth the trouble?
  • 42. Choosing Features Don’t 
 Jump to Conclusions
  • 43. Using Events to Track Behaviors Event  Category Rows  1  -­  12  of  12 Total  Events Unique  Events Event  Value Avg.  Value   201,402 %  of  Total:  100.00%  (201,402) 51,269 %  of  Total:  100.00%  (51,269) 11,647,434 %  of  Total:  100.00%  (11,647,434) 57.83 Site  Avg:  57.83  (0.00%) 1. Reading 75,421 (37.45%) 10,590 (20.66%) 11,613,031 (99.70%) 153.98 2. Accordion 63,538 (31.55%) 12,629 (24.63%) 0 (0.00%) 0.00 3. External  Link 19,508 (9.69%) 14,991 (29.24%) 0 (0.00%) 0.00 4. Interest  Form 13,460 (6.68%) 1,121 (2.19%) 4,727 (0.04%) 0.35 5. Engagement  Module 11,324 (5.62%) 8,506 (16.59%) 0 (0.00%) 0.00 6. Event  Registration  Form 10,803 (5.36%) 1,853 (3.61%) 7,412 (0.06%) 0.69 7. Video 6,157 (3.06%) 631 (1.23%) 0 (0.00%) 0.00 8. Download 632 (0.31%) 595 (1.16%) 0 (0.00%) 0.00 9. Mailto 263 (0.13%) 195 (0.38%) 0 (0.00%) 0.00 10. Application 173 (0.09%) 67 (0.13%) 22,264 (0.19%) 128.69 11. Campus  Visit  Registration  Form 110 (0.05%) 79 (0.15%) 0 (0.00%) 0.00 12. Error 13 (0.01%) 12 (0.02%) 0 (0.00%) 0.00  Total  Events  Pages  /  Session Jul  8 Jul  15 Jul  22 Jul  29 5,0005,0005,000 10,00010,00010,000 555 101010
  • 44. Terminology
  • 45. But does it tell me what I want to know?
  • 46. What did you come to the site to find or to do? University of Portsmouth, UK. Translation for us yanks, Course = Major
  • 47. This is just “general.”
  • 48. “So, what did they do, exactly?” Unmoderated User Testing
  • 49. “Eyesore.” Seems made up, “fake.” “Impressive…Meeting their patient’s needs not just making money.”
  • 50. Are we using the right words?
  • 51. Average Monthly Searches Comparing Keyword Phrases 9,320 professional development 1,090 10 continuing education professional learning
  • 52. Average Monthly Searches Comparing Keyword Phrases 2,900 professional development for teachers 390 20 continuing education 
 for teachers professional learning 
 for teachers
  • 53. Choosing Words Wisely Use Data to Declare a Truce
  • 54. Tools You Can Use
  • 55. Click locations and scroll maps CrazyEgg
  • 56. Engagement with page elements Heap
  • 57. User tasks and opinions UserTesting, Peek
  • 58. Preference, memory, click tests VerifyApp
  • 59. Nav and task completion Optimal Workshop’s Treejack
  • 60. Content drilldown Google Analytics
  • 61. Behavior flow by pages and events Google Analytics
  • 62. Questions?
  • 63. Thank you! Let us know how the content of this presentation performed. ! www.eduwebspeakersurvey.com Let us know your impressions http://bit.ly/1lwnPYT