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Measuring Website Success for Big Time Impact
 

Measuring Website Success for Big Time Impact

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If you aren't measuring your website, there's no way to know if it's helping your nonprofit in any way. And that's really the whole point of having a website in the first place.

If you aren't measuring your website, there's no way to know if it's helping your nonprofit in any way. And that's really the whole point of having a website in the first place.

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  • Introduce WIIntroduce DavidPass to Jonathan to introduce himselfPoint out Twitter handleTalk about how we want them to ask questionsKick us off
  • Make sure they know we’re talking about website measurementObjective – not biased by your opinions or desiresBased on what visitors are actually doing on your websiteCan use data to constantly refine your websiteGet feedback on all changes to decide if it helped or hurtMeasures impact of websiteImportant to fundersEveryone feels good when a nice, new website launchesBut not enough to feel goodIt should be helping you do more good
  • No standardized definitionWebsite data can be overwhelmingDefining success allows you to cut through the clutter
  • END:Now that we know what makes good goals, let’s talk about how we can go about measuring “website success”
  • We now have a concrete, measureable website goalIf we are achieving these website goals, we can reasonably say we are achieving website success.
  • But these are not measures of “website success”They can help us make changes to our website that will ultimately drive more success
  • Start with what matters and move from thereThese are often easy to measureCan be supporting metrics, but often celebrated as success metricsHand off to Jonathan“Talk more specifically about configuring your analytics tools and Google Analytics.”
  • We are going to talk about Google Analytics, but there are other tools and most of this functionality should be available.Some is more technical, some isn’t. You can search for a lot of things online and see how to do it.
  • Include analytics code on every page of your websiteMake sure code is copied to every page and templateYou can use it in templatesGoogle Analytics should show you a status message that says installed or “Receiving Data”- A lot of times we run into situations where the code is only in certain places, then you don’t have a complete picture.Page icons from http://www.iconfinder.com/search/?q=iconset%3AVistaICO_Toolbar-Icons (attribution needed)
  • Use example of how it might seem like you had really engaged visitors, but maybe not
  • Don’t talk about our clients
  • **Possibly add something to the visual that shows all the searches that have been done.- If you give conclusions, make sure you say why.Go over each of the terms (Total unique searches not included in visual)Total Unique Searches: Total Unique Searches is the number of times people searched your site. Duplicate searches within a single visit are excluded.ResultsPageviews / Search: Results Pageviews/Search is the average number of times visitors viewed a search results page after performing a search. Basically, the number of search results pages you viewed. A sign that they’re not finding what they’re looking for.% Search Refinements: % Search Refinements is the percentage of searches that resulted in another search ( i.e. a new search using a different term).Time after Search: The average amount of time visitors spent on your site after getting results for the search term.Search Depth: The average number of pages visitors viewed after getting results for the search term.You also get a list of all the phrases that people searchResource for setting up search on WordPress: http://andbreak.com/2010/03/google-analytics-tutorial-site-search/
  • Mention example of blog post on what to do if you find a stray dogGoogle Analytics icon from http://www.iconspedia.com/icon/google-analytics--737.htmlExcel icon from http://all-free-download.com/free-icon/icons/excel_100767.html
  • Tie to the fact that we specify a website visitor action
  • Walk through the setup:Most forms use URL destination for thank you page.Use head match in case there is some other text on the endEvent can be used for track downloads and other thingsThe funnel on the left shows the submission process and steps along the wayDefine funnelsRead about goal values:https://support.google.com/analytics/answer/2907896?hl=enhttp://blog.kissmetrics.com/google-analytics-goal-values/
  • / = home(exit) = leaves website altogetherTie to donation forms
  • You might be able to do similar things with other analytics tools
  • Make a note about cross-domain tracking here. Don’t include it in a slide though.Mention cross-domain tracking again at the end of the description.eCommerce image from http://www.beaconfire.com/blog/2011/02/better-donor-analytics-with-ecommerce/
  • iPhone icon is freeware: http://findicons.com/icon/249658/iphone?id=379519Round icons are also free to use: http://arbent.net/blog/social-media-circles-icon-set
  • Make sure to mention some tips on running A/B tests including only changing one thing, having enough traffic, and being creative.Also talk through some examples of potential tests: Number of form elements, button colors, donation textObama Photo from:http://kylerush.net/blog/optimization-at-the-obama-campaign-ab-testing/
  • Talk through example donation button and how we changed it to red. Red didn’t perform well.Experiments Report: http://support.google.com/analytics/answer/1745152?hl=en&ref_topic=1745207
  • You all have a million things to do, but Google Analytics can email you PDF reports directly to your inbox weekly, daily or whenever you’d likeChoose any report you wantYou can also email your team if you want
  • We could also use the picture of the kid on the cell phone at his computer.

Measuring Website Success for Big Time Impact Measuring Website Success for Big Time Impact Presentation Transcript

  • Measuring “Website Success” for Big Time Impact 1@wiredimpactDavid Hartstein & Jonathan GoldfordMEASURING “WEBSITE SUCCESS” FOR BIG TIME IMPACT
  • Measuring “Website Success” for Big Time Impact 2@wiredimpactWIRED IMPACTWe Make Websites for NonprofitsDavid HartsteinContent, MeasurementJonathan GoldfordProgramming, Usability
  • Measuring “Website Success” for Big Time Impact 3@wiredimpactWHAT WE’LL COVERThe importance of website measurementDefining “website success”Best practices for configuring analyticsGoogle Analytics features that matter
  • Measuring “Website Success” for Big Time Impact 4@wiredimpactTHE IMPORTANCE OF WEBSITE MEASUREMENT
  • Measuring “Website Success” for Big Time Impact 5@wiredimpactWHY IS MEASUREMENT IMPORTANT?• Objective• Based on visitor behavior• Allows for constantimprovement• Measures the impact ofyour websiteYour website should be helping you do more good
  • Measuring “Website Success” for Big Time Impact 6@wiredimpactTIPS FOR MAKING YOUR DATA MATTER• Set up a point person• Set a regular time to discuss data• Record data in one place• Pick key pieces of data (KPIs) to focus on• Set concrete goals• Tell the story behind the numbers
  • Measuring “Website Success” for Big Time Impact 7@wiredimpactDEFINING “WEBSITE SUCCESS”
  • Measuring “Website Success” for Big Time Impact 8@wiredimpactWHAT WE’LL COVERDefining your “website success”Setting solid website goalsFocusing on metrics that truly matter
  • Measuring “Website Success” for Big Time Impact 9@wiredimpactDEFINING YOUR “WEBSITE SUCCESS”• Allows you to focus on measuring what matters• Defined by your website goals• Allows you to know if your website is helping youserve your communityAn important process that is often skipped
  • Measuring “Website Success” for Big Time Impact 10@wiredimpactCHARACTERISTICS OF GOOD WEBSITEGOALS• Tied to organizational goals• Tied to specific website visitor actions• Quantified• Set in a timeframe• Ambitious, but realistic
  • Measuring “Website Success” for Big Time Impact 11@wiredimpactSTART WITH ORGANIZATIONAL GOALS• Generally will be in service of your mission• Benefit to organization should be clearExample:Raise more money through donations
  • Measuring “Website Success” for Big Time Impact 12@wiredimpactWebsite Visitor ActionOrganizational GoalTIE TO SPECIFIC VISITOR ACTIONA concrete action a website visitor can take on yourwebsiteRaise more moneythrough donationsVisitor completes donationprocess on websiteWhen an action is successfully completed it’scalled a conversionExample:
  • Measuring “Website Success” for Big Time Impact 13@wiredimpactQUANTIFY AND SET TIMEFRAME• Quantify to make it measureable• Set your goal in a timeframeExample:Raise $2,500 online per monthTimeframeQuantified
  • Measuring “Website Success” for Big Time Impact 14@wiredimpactAN EXAMPLEOrganization: Safe Homes for Animals (SHA)Mission: To rescue stray animals, place them into lovinghomes and teach pet owners how to better care fortheir animals
  • Measuring “Website Success” for Big Time Impact 15@wiredimpactSAFE HOMES FOR ANIMALSOrganizational Goal:Quantity and Time:Place more animals into loving homesSignup to adopt a specific animal10 website signups per monthWebsite Action:
  • Measuring “Website Success” for Big Time Impact 16@wiredimpactWHAT METRICS REALLY MATTER?Two types of metrics that matter:Success Metrics• The metrics that determine “website success”Supporting Metrics• Help tell the story of why you are or aren’t able to achieveyour success metrics
  • Measuring “Website Success” for Big Time Impact 17@wiredimpactEXAMPLE: SAFE HOMES FOR ANIMALSSuccess Metrics• Donations made on the website• Volunteers registered through the website• Registrations to adopt an animal on the website• Downloads of a PDF on how to care for your pets
  • Measuring “Website Success” for Big Time Impact 18@wiredimpactEXAMPLE: SAFE HOMES FOR ANIMALSSupporting Metrics Visitors that signup for ournewsletter are 15x more likely tobecome donors Visitors from social media signup to volunteer 3x more thanvisitors from our emails Driving more newsletter signups Driving more traffic from socialmedia Improving the experience ofvisitors coming from emailsWe Notice We Focus On
  • Measuring “Website Success” for Big Time Impact 19@wiredimpactWEBSITE DATA AS A STORYSuccess Metrics• The key plot pointsSupporting Metrics• Tell the story behind the numbers• Explain why you are or aren’t able to meet your goals• Inform website changes that will help you better meet yourgoals moving forward
  • Measuring “Website Success” for Big Time Impact 20@wiredimpactMeasure what really matters, not just what’s easyBEWARE OF “VANITY METRICS”Vanity MetricsThe metrics that make you feel good but don’t truly benefityour organization in their own rightWebsite Visits Pages Per VisitSocial Media Followers Email Newsletter Signups
  • Measuring “Website Success” for Big Time Impact 21@wiredimpactBEST PRACTICES FOR CONFIGURING ANALYTICS
  • Measuring “Website Success” for Big Time Impact 22@wiredimpactWHAT WE’LL COVERInclude analytics code everywhereRemove visitors that skew resultsPrevent unusable dataSet up search trackingAnnotate your analyticsSet up goals and funnels
  • Measuring “Website Success” for Big Time Impact 23@wiredimpactINCLUDE ANALYTICS CODE EVERYWHEREEvery Page, Blog Post, Donation Screen
  • Measuring “Website Success” for Big Time Impact 24@wiredimpactREMOVE VISITORS THAT SKEW RESULTSTraffic frominterestedSHAvisitorsSHAstaffvisitsWebcompanytrafficMarketingdirector’shometrafficTrafficfromanotherdomainTraffic frominterestedSHAvisitors
  • Measuring “Website Success” for Big Time Impact 25@wiredimpactPREVENT UNUSABLE DATA All, unfiltered, website traffic  No staff visits tracked No web company visits tracked No visits from the marketingdirector’s house tracked No other domains trackedThis is the profile you use foranalysis.Traffic frominterestedSHA visitorsTrafficfrominterestedSHAvisitors SHAstaffvisitsWebcompanytrafficMarketingdirector’shometrafficTrafficfromanotherdomainCreate two profiles and leave one unfilteredAll WebsiteTrafficFiltered Traffic
  • Measuring “Website Success” for Big Time Impact 26@wiredimpactSET UP SEARCH TRACKINGSetting up search is pretty easy…And you get a wealth of information…All you need for WordPressLearn what people find interesting, what’s missing and whatphrases are used to talk about your organization
  • Measuring “Website Success” for Big Time Impact 27@wiredimpactANNOTATE YOUR ANALYTICSKeep a record of everything done that may affect your trafficTrack directly in Google Analytics or in ExcelWhat should you be tracking? When your website launches When you publish a new blog post When you start promoting a major event When you run a direct mail campaign Any other major event that could affectwebsite traffic
  • Measuring “Website Success” for Big Time Impact 28@wiredimpactSET UP GOALSOur SHA Success Metrics• Donations made on the website• Volunteers registered through the website• Registrations to adopt an animal on the website• Downloads of a PDF on how to care for your petsGoals are not tracked automatically in Google Analytics
  • Measuring “Website Success” for Big Time Impact 29@wiredimpactSET UP GOALS AND FUNNELSTracking a contact form submission in GoogleAnalytics.Thank you for contacting us. We will be intouch with you shortly.Contact Formwww.sha.org/contact/Thank You Pagewww.sha.org/thank-you-contact/
  • Measuring “Website Success” for Big Time Impact 30@wiredimpactSET UP GOALS AND FUNNELSTracking a contactform submission inGoogle AnalyticsGoal funnels show how manypeople abandon at a step in theprocess
  • Measuring “Website Success” for Big Time Impact 31@wiredimpactSET UP GOALS AND FUNNELSFunnels allow you to see how many abandon and wherethey go. Wouldn’t this be cool with a donationprocess?
  • Measuring “Website Success” for Big Time Impact 32@wiredimpactOther Resources for Learning About Goals:Google Analytics Goals HelpA Beginner’s Guide to Setting Goals in Google AnalyticsA Guide to: Goals and Funnels in Google AnalyticsRemember to create goals through your analytics tool for eachwebsite goal you developed
  • Measuring “Website Success” for Big Time Impact 33@wiredimpactGOOGLE ANALYTICS FEATURES THAT MATTER
  • Measuring “Website Success” for Big Time Impact 34@wiredimpactWHAT WE’LL COVEReCommerce TrackingAdvanced SegmentsContent ExperimentsReport Emailing
  • Measuring “Website Success” for Big Time Impact 35@wiredimpactECOMMERCE TRACKINGIt’s not just for eCommerce businesses. You can use itfor donations too.The data you’ll see also includes… The number of days from first visit to donation Which pages lead to the most donations Which traffic sources are driving donations A wealth of other data
  • Measuring “Website Success” for Big Time Impact 36@wiredimpactCompare traffic from differentsegmentsADVANCED SEGMENTSAdvanced segments allow you to analyze specific types ofvisitors.View most reports for a chosensegment of visitors
  • Measuring “Website Success” for Big Time Impact 37@wiredimpactMobile Traffic See how engagementchanges for mobilevisitors See what contentmobile visitors areviewing See how conversionrates change formobile visitorsEmail NewsletterSignups See what pages aredriving email signups See where visitors arelocated See which trafficsources are drivingsignupsVisitors fromTwitter See how Twitter trafficcompares to othersources See how engagedTwitter traffic is See what contentTwitter visitors arelanding on
  • Measuring “Website Success” for Big Time Impact 38@wiredimpactCONTENT EXPERIMENTSA/B testing allows you to test the results of one small change on awebpage by showing users two versions of the same page.A BThe photo from version B increased conversions by 19%
  • Measuring “Website Success” for Big Time Impact 39@wiredimpactCONTENT EXPERIMENTSGoogle Analytics includes Content Experimentsfor you to run A/B tests.Features include… Email notification of the winner of the experiment Ability to adjust percentage of visitors who see experiment Ability to stop an experiment at any point
  • Measuring “Website Success” for Big Time Impact 40@wiredimpactREPORT EMAILINGYou have a million things to do. Emails are a good reminder.
  • Measuring “Website Success” for Big Time Impact 41@wiredimpactWE’RE DONE! WHO HAS QUESTIONS?If you have questionsdon’t hesitate to reach out.wiredimpact.cominfo@wiredimpact.com@wiredimpact
  • Measuring “Website Success” for Big Time Impact 42@wiredimpactDavid Hartstein & Jonathan GoldfordMEASURING “WEBSITE SUCCESS” FOR BIG TIME IMPACT
  • Measuring “Website Success” for Big Time Impact 43@wiredimpactATTRIBUTIONhttp://www.flickr.com/photos/aussiegall/286709039/http://www.flickr.com/photos/79286287@N00/201605058/http://www.flickr.com/photos/mcgraths/3266611552/http://www.flickr.com/photos/heavyweightgeek/2334939683http://www.flickr.com/photos/calleephoto/5040199394/http://www.iconfinder.com/search/?q=iconset%3AVistaICO_Toolbar-Iconshttp://www.iconspedia.com/icon/google-analytics--737.htmlhttp://all-free-download.com/free-icon/icons/excel_100767.htmlhttp://www.beaconfire.com/blog/2011/02/better-donor-analytics-with-ecommerce/http://findicons.com/icon/249658/iphone?id=379519http://arbent.net/blog/social-media-circles-icon-sethttp://kylerush.net/blog/optimization-at-the-obama-campaign-ab-testing/http://support.google.com/analytics/answer/1745152?hl=en&ref_topic=1745207