How to perform Analytics testing on your website and tools
Using Metrics to Investigate, Evaluate and Decide 2010 Nonprofit Technology and Communications ConferenceRemix*Refresh*Reload: Balancing New Media and Traditional Strategy March 24, 2010
Who We Are: About Tunheim Partners Well-regarded thinking and crisp execution –these are the building blocks of Tunheim Partners. Our clients turn to us to help them capitalize on important communications opportunities. We respond with insightful counsel and service to help them achieve their objectives.
Presenters David Erickson, director e-Strategy, Tunheim Partners Gen X Uncle to Millennials 14 years Internet marketing experience Twitter: @derickson e-Strategy Internet Marketing Blog – e-StrategyBlog.com Kristin Gast, account representative, Tunheim Partners Millennial e-Strategy team member Experience in online marketing and communications Twitter: @kristingast Musings of a Twenty-Something – KristinGast.com
Measurement Goals Set a goal – In order to properly use analytic tools you need to first set a goal of what you want people to do on your site. Do you want them to fill out a form, make a purchase, etc. You will then base your strategies around this goal. Who is it you want to reach? Demographic Geographic Roles Donor Volunteer Media Legislature Why do you want to reach them? Create awareness Get donations Volunteers After you determined your goals you’ll be able to identify the proper channels
Web Analytics Google Analytics – google.com/analytics Webtrends – webtrends.com Clicky – getclicky Your Web site: Online hub Word of Mouth Broadcast media Print Email Search Social Media Google Webmaster Central - google.com/webmasters/ Google URL Builder Appears in Traffic Sources > Campaigns
Web Analytics Clicktale – Web analytics service that give you videos, charts and heatmaps showing how visitors are interacting with your Web site. Features include: Movies of your visitors browsing sessions to analyze their behavior (i.e. mouse movements, mouse clicks, scrolling actions and interactions with online forms) Heatmaps show where visitors click, where they look and how far down they scroll (i.e. where visitors stop and pay attention, what parts they skip, how far they scroll) Link Analytics shows interactions, hover and hesitation time Form Analytics reveals problem fields in online forms that cause visitors to leave Pricing – there is a free option, but it is limiting, especially if you have an active site.
Web AnalyticsClick to view videos showing theexact experience a user had onyour siteCheck out what country yourvisitors comes fromAmount of time people spent onyour siteHow are your visitors findingyour site?
Web AnalyticsClicktale’s Scrolling Heatmap Red = scrolled slowest, most engaged with site Blue = scrolled quickest, least engaged with site Business application • Put the most important information where people are already focusing their attention.
Web Analytics CrazyEgg – visuals and heatmaps of how your visitors are interacting with your page. Hover to reveal link click rates Business application • Which of your links are visitors clicking on? • What kind of information are they looking for when they visit your site?
Web Analytics CrazyEgg Heatmap Shows which parts of your page visitors are clicking on. Hot colors equal more clicks. Business application • Put your organization’s most important information where people’s eyes are naturally drawn.
Web Analytics CrazyEgg ConfettiAnother way to see whereyour visitors are clicking.Each dot represents aclick.Can sort by:• Referrer• Search engine• Search term• Time of day• Day of week• BrowserOther Web analytic tools: Get Clicky, Statcounter
Search Analytics Google Trends & Insight for search • Shows increases in search traffic for specific terms • Can sort by region or timeframe • Can compare multiple terms by adding a comma in your search inquiry Business application • Are you optimizing your page for the correct search terms at the correct time of year? • Are you reaching out to your key audience when they are most likely to be searching for you?Other search analytic tools: Keyword Discovery, Wordtracker
Competitive Analytics Google AdPlanner Gives statistics on various Web sites including: • Daily unique visitors • Gender • Age • Education • Household Income • Other sites visited Business application • Are your visitors the demographic that you expect them to be? • Are you reaching out to this demographic in your other marketing tactics? • What other sites are your visitors going to? • What demographic of people are visiting your competitors’ sites?
Competitive Analytics Compete Compare statistics on up to five different Web sites such as: • Daily unique visitors • Referral sources • Search terms
Blog Analytics FeedBurner • FeedBurner’s subscriber count is based on an approximation of how many times your RSS feed has been requested in a 24-hour period. • Subscribers is inferred from an analysis of the many different feed readers and aggregators that retrieve this feed daily. • Subscribers count is calculated by matching IP address and feed reader combinations, then using a detailed understanding of the multitude of readers, aggregators, and bots on the market to make additional inferences. • It can reflect the number of subscribers on a given day or the average number of subscribers over the course of time. Business application • People generally subscribe to only their favorite blogs. • Is the content on your blog appealing enough to people to make them want to get your posts directly to their reader?
Local Listing Analytics Google Local Business Center Business Application: • Insert brand-specific messages • Add photos of products, business, customers, etc. • Impressions/Actions/Driving Directions
Blog Analytics Backtype• Enter search term• Bring up comments people are making eitheron news articles, blogs or Twitter.Business application• Perfect for monitoring online chatter about agiven topic• Great tool to see what the masses are sayingduring a crisisOther blog analytics tools: Google Reader, Bloglines
Social Analytics Facebook – Interaction Graphs • Interactions occur when someone writes on your wall, comments on your post or likes your content. • Post quality measures how engaging your posts have been to Facebook users over a rolling seven-day period. Business application • Are your fans engaging with the content you are posting? • How are they engaged (i.e., are they reacting to your content or adding their own wall posts?
Social Analytics • Interaction graphs show how fans are interacting with your posts and consuming your material. • Can sort by interactions (total, comments, wall posts, likes), interactions per post, post quality, discussion posts, reviews and mentions. • Sort by timeframe to see how interactions change over time.
Social Analytics Facebook – Gender and Age Charts Active Fans = Fans who have written on your wall or engaged with your posts in the last week. Business application • Is this the gender breakdown you expected? • Is this the gender breakdown you want?
Social Analytics Facebook – Fan Graphs • Shows trends in user acquisition and subscription • Can sort by total fans/unsubscribed fans, new/removed fans, top countries, demographics, pageviews/unique pageviews, unsubscribes/resubscribes and media consumption • Change timeframe to see how interactions change over time.
Social Analytics Facebook – Post Insights • Facebook offers insights for individual posts for high volume pages • Impressions = raw number of times this story has been seen on your wall and in the news feed of your fans • Feedback is the number of comments and likes per impression Business application • Is there a certain type of post that is getting the most reaction out of your fans?
Social Analytics Twitter Search • Real-time results of what people are saying on Twitter about any topic • Also shows trending topics • Use advanced search option to limit results based on location, person, date, attitude and much more Business application • Are you creating the kind of chatter you want? • What are people saying about your organization and marketing tactics?
Social Analytics Ad.ly• Gives insight into when your content islikely to be re-tweeted and when yourfollowers are most engaged with you• Tells you who your most influentialfollowers areBusiness application• At what time of day should you besending the majority of your tweets?• Are there specific, influential followersyou should be paying attention to andmaking a point of interacting with?
Social Analytics TweetReach • Shows how many people have seen a phrase, hashtag or link on Twitter, based on tweets, mentions and re-tweets • Shows who is passing along your information. • Can also, search a Twitter user to see how influential they are. Business application • See how many people are seeing the information you’re tweeting about • Find out who the top Twitter users passing along your content are, these are your biggest advocates. • Are there people who are passing along similar content as yours who you have not engaged with yet? • Are your competitors links, hashtags and information traveling further than yours?
Social Analytics Twitter Grader• Calculates what kind of an impact a Twitter user hasby assigning a grade• The grade is determined based on number offollowers, power of followers, updates, updaterecency, follower/following ratio and engagement• It is then compared against all other Twitter usersthat also have a score.• So, a Twitter Grade of 80, means that 80% of otherusers got a lower score.• Lists “Twitter Elite” based on locationBusiness application• Are you making an impact on Twitter?• Are you reaching out to the Twitter Elite in yourarea?
Social Analytics YouTube • Determine what kind of an impact your videos are making based on views, ratings and comments. • Shows if and where your video has been shared • Lists what demographic your video is most popular with Business application • Are people watching your videos? • Are your videos appealing to your target audience? • Where are people sharing the videos?
Social Analytics YouTube • Advanced YouTube analytics give information on demographics, location • Hot spots shows what part of the video people are paying the most attention
Social Analytics Flickr • With a basic account you can look at number of views, number of people who call the photo a favorite, amount of comments, sentiment of comments. • With a paid pro account you get more stats including graphs showing what your most viewed photo is, etc. Business application • Are people seeing your photos? • Are they liking your photos?
Link Analytics Yahoo Site Explorer • Tells you who is linking to a Web page, article, press release, etc. • Take out links from your siteBusiness application• Find audiences for a particular topic• What type of interest has there been for apress release or news story you have beenmentioned in
Link Analytics Bit.ly• Shows how many people have clicked onyour link.• Top number is number of people who haveclicked on your link• Bottom number is all the clicks on theaggregate bit.ly link• Shows timeframe, location, where the link isbeing sharedBusiness application• Know how many people are looking at yourcontent• Make a unique link for your Facebook post,Tweet and E-mail newsletter and see whichtactic gets the most clicks Other link analytics: Delicious
E-mail Analytics Constant Contact MailChimp E-newsletter service that provides analytics on • Opens • Click through • Segmentation • A/B Testing
Thank you For a copy of this presentation go to: http://slideshare.net/tunheimpartners For more information contact: David Erickson 952-851-7242 email@example.com Twitter.com/derickson Kristin Gast firstname.lastname@example.org Twitter.com/kristingast Tunheim.com e-Strategy.com