Advanced Web Analytics - Penn State Web Conference 2010

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The advanced web analytics presentation from the Penn State Web Conference on June 7, 2010.

The advanced web analytics presentation from the Penn State Web Conference on June 7, 2010.

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  • This is the most important question you can ask yourself. Why do you have a website? What’s the point?
  • So what is your goal. It may be one of these, it may be something different. When we talk about dispersing information, we’re talking about making sure the *right* audience is reading the most relevant information. When we’re talking about customer service
  • What’s your goal? You may have multiple goals, and that’s ok. Just make sure you have a goal.
  • What’s your goal? You may have multiple goals, and that’s ok. Just make sure you have a goal.
  • What’s your goal? You may have multiple goals, and that’s ok. Just make sure you have a goal.
  • What’s your goal? You may have multiple goals, and that’s ok. Just make sure you have a goal.
  • WA doesn’t just cover your web site tagged pages. It covers everything you can measure about the customer. Your web site analytics tell you the what ... what visits did we get? where did they come from? what visitors successfully accomplished their task? Voice of customer tells you the why – why did these customers accomplish my task? or, even more telling? why *didn’t* they?
  • WA doesn’t just cover your web site tagged pages. It covers everything you can measure about the customer. Your web site analytics tell you the what ... what visits did we get? where did they come from? what visitors successfully accomplished their task? Voice of customer tells you the why – why did these customers accomplish my task? or, even more telling? why *didn’t* they?
  • What’s your goal? You may have multiple goals, and that’s ok. Just make sure you have a goal.
  • Web analytics helps you optimize all marketing channels, even offline.
  • You must. If you’re really serious about making data driven decisions, you must track everything.
  • Why do we want to do all this – tracking everything takes time and effort.
  • If your marketing via print or if you’re sending a message via eLion where you can’t have link text, make sure to use a vanity that redirects to a trackable URL.
  • All the traffic in the world doesn’t matter if your users don’t do anything else on the site. This goes back to your website goals. Let’s say your goal is to get people to donate money. If users get your website and spend 10 minutes on the site but they don’t actually donate , it doesn’t matter. You need to be able to measure to the donation or at least as far as you can get to the donation.
  • You must. If you’re really serious about making data driven decisions, you must track everything.
  • For higher education sites, because so many websites are decentralized, our big goals may happen off our site. That’s where micro conversions come into play. For us there are two types of micro conversions – One that we need to use because we cannot measure the macro conversion One that we use with the macro conversion to see what other actions on our website are important Track these through events – Joshua will go over the specific of events later on.
  • Now it’s time to talk about segmentation.
  • Can you split that entire group up into audience segments?
  • Even better – can you segment a little further – Their first batter is a right hander, he averages .325 and he usually hits it to the right side of the field.
  • Looking at pages per visit of the entire site doesn’t tell you much. But if you start to break it down by visitor segments, you get a better picture.
  • Make sure when you're measuring for brand that you use "like" date ranges.
  • Page value is a way for you to prioritize the importance of pages on your website. When you are optimizing your website, you'll probably want to start with the pages that are contributing to your goal the most. You can see this using the page value metric. In order to do this, you need to give your goal a dollar value. That way the system them knows how much the goal is worth and can calculate how much each page is contributing to the goal. Page 123 of Brian Clifton's new book.
  • How much does poor design cost? Can you monetize a poor (or good) design?
  • How much does poor design cost? Can you monetize a poor (or good) design?

Transcript

  • 1. Advanced Web Analytics Shelby Thayer Joshua Ellis Outreach Marketing and Communications
  • 2. Before we even mention measuring a website, we need to truly understand the purpose of the website.
  • 3. Increase: Prospects Applicants Enrollments Donations Alumni memberships Improve: Customer service User engagement
  • 4. Key Performance Indicators Measures to use to see if your website is meeting its objective(s).
  • 5. Increasing Applicants
      • % visits that view “apply” page
      • % visits that complete the goal (convert)
      • % visits that view “apply” page but don’t complete the goal (fallout)
  • 6. Improve Customer Service
      • % visits using chat
      • % visits using knowledge base
      • % visits subscribing to alerts
  • 7. Increase User Engagement
      • Average time on site
      • Average page depth
      • % visits that comment on the blog
      • % visits from RSS feeds
      • % visits that download a PDF
  • 8. Competitive Intelligence (Alexa, Hitwise, Compete, etc.) Voice of Customer (Feedback forms, surveys, usability testing, etc.) Web site Behavior Onsite Analytics (Google Analytics, Omniture, Webtrends, etc.)
  • 9. Web site Behavior Onsite Analytics (Google Analytics, Omniture, Webtrends, etc.)
  • 10. Data Limitations
  • 11. Data Limitations Accurate Precise
      • Accurate vs. Precise
      • Being precise is predictable and reproducible.
      • Trends are the key.
    Source: Web Analytics 2.0, Avinash Kaushik (images from Wikimedia Commons)
  • 12. Trends vs. Hard Numbers
      • Always use trends – what’s changed?
        • Our visits increased by 5% over last month.
        • Our bounce rate is down 4% over last week.
        • 35% of visits are from search engines – this is up 7% from last month (great job PPC team!)
  • 13. Hard Numbers – Essential for Context
      • Trends are important, but hard numbers give context.
  • 14. Hard Numbers – Essential for Context
      • Trends are important, but hard numbers give context.
  • 15. Analytics and Marketing Efforts
      • Optimize marketing efforts across all marketing channels.
        • Email
        • Paid Keywords
        • Banner Ads
        • Print Collateral
        • Social Media
  • 16. Track Everything
      • Use Google’s URL Builder to track links from campaigns from any channel.
      • Even if you’re using a URL shortener – use a trackable URL as well .
  • 17. What’s the point when we can use URL shorteners?
      • URL shorteners only track to your site. They don’t track on your site.
      • You need to track beyond the click-through.
  • 18. Use Vanity URLs
      • www.mysite.psu.edu/ vanity
  • 19. Beyond the Click-through
      • If you bring a million people to your website, does it matter if they don’t do anything on your website?
  • 20. But all my “actions” happen off-site.
      • If you can put code on the third-party site, you can use the Google Analytics Tracking Code (slightly modified) to capture information on the third-party site.
  • 21. No access to third-party site?
      • Measure to the point of going off-site to complete action.
          • Use GaAddons.js
          • Use onClick or onSubmit event handler
      • If possible, put the “thank you” page on your website.
  • 22. Micro and Macro Conversions
      • Macro conversions – the big goal (apply, donate, enroll, download, comment, view details page)
  • 23. Micro and Macro Conversions
      • Micro conversions – smaller, but important actions (download, click link to application, view video, view the “donate” page)
  • 24. Credit Allocation
      • Which campaign gets credit for a conversion?
      • Visit #1 – click on a paid keyword (doesn’t convert)
      • Visit #2 – click on a banner (convert!)
      • Use “utm_nooverride=1” within the trackable URL
      • Be consistent if you use this!
  • 25. Segmentation
      • Absolutely nothing is more important in analytics than segmentation. Why? Because monoliths don't come to our websites. Yet most of our reporting and analysis happens at the aggregate level.
      • Avinash Kaushik, Web Analytics 2.0
  • 26. Segmentation
      • NY Yankees team batting average = .273
        • 1, 2, 3 batters average .354
        • 4, 5, 6 batters average .289
        • 7, 8, 9 batters average .139
  • 27. Segmentation
  • 28. Segmentation
      • Total website pages per visit = 4
        • Returning visitor pages per visit = 8
            • Coming from campaigns = 10
            • Organic = 6
          • Mobile device visitor pages per visit = 1
  • 29. Segmentation
      • Now that you have your segments, go back to your website goals and KPIs. Split them out by segment.
      • Goal : Increase online applicants
      • KPI : % visits that view apply page
        • new vs. returning
        • campaign vs. organic traffic
        • campaign A vs. campaign B
  • 30. SEO and Brand
  • 31. Measuring SEO
        • Webmaster Tools
        • Links to your site
        • SERP impressions vs. clicks
        • Duplicate title and meta descriptions
        • Crawl errors
        • Crawl stats
        • Analytics Tool
        • Traffic from search engines
        • Traffic organic vs. paid search
        • Branded vs. generic terms (compare performance)
        • Internal site search keywords
  • 32. SEO and Landing/Entry Pages
        • On page optimization is crucial to SEO
        • Bounce rates
        • Conversion rates
        • Optimize the right pages for the right terms
          • “ keyword X” – all organic should be going to the same landing/entry page.
  • 33. Measuring Brand
        • Direct traffic (typing in URL, bookmarking)
        • Traffic from branded keywords
        • Conversions from branded vs. generic keywords
        • total direct traffic + total traffic from branded keywords
        • total visits from search engines + total direct traffic
  • 34. Monetize, Monetize, Monetize
        • Page Value ($Index)
        • How much does poor design cost?
  • 35. Page Value ($Index)
        • Give your goal a value. Then you can see what pages are contributing most to your goal.
  • 36. How much does poor design cost?
  • 37.  
  • 38. Resources
      • http://delicious.com/shelbythayer/psuweb10-wa
      • http://webstandards.psu.edu/analytics
  • 39. Thank You
      • Shelby Thayer (@shelbythayer)
      • Joshua Ellis (@apostate)
      • Questions?