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Web Analytics for Recruitment Success

With a focus on Google Analytics, this presentation recommends the information available that is most valuable to understand the marketing effectiveness of student recruitment websites.

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Web Analytics for Recruitment Success

  1. 1. Web Analytics for Recruitment Success ©Robert E. Johnson, Ph.D. 2010 Marketing to Adult Students Education Dynamics – Aslanian Conferences Chicago, Illinois June 3-4 , 2010
  2. 2. The first imperative… Don’t drown in data…
  3. 3. The second imperative… Know what to ask for…
  4. 4. The third imperative… Filter out internal traffic…
  5. 5. When you start… stats, stats, stats
  6. 6. Don’t bother with screen resolutions…
  7. 7. Or different browser versions…
  8. 8. Marketing director must set priority… <ul><li>(1) The “beat reporter” approach </li></ul><ul><ul><li>Follow everything happening, all the time </li></ul></ul><ul><li>(2) The “investigative reporter” approach ◄ </li></ul><ul><ul><li>What’s important to know? Why is that the case? </li></ul></ul><ul><li>Marketing director as news editor: </li></ul><ul><ul><li>Assign the story to watch </li></ul></ul><ul><ul><ul><ul><li>Melissa Burdon, </li></ul></ul></ul></ul><ul><li>Select “most important” or “need to know” items from everything that’s possible. </li></ul>
  9. 9. Key metrics recommended… <ul><li>Page views </li></ul><ul><ul><li>“We buck the myth that page views are a dead metric” for key pages that “feed our conversion funnel.” </li></ul></ul><ul><ul><li>REJ note: watch trends over time </li></ul></ul><ul><li>Average time on a page </li></ul><ul><ul><li>“If you have a 3 minute video on a page, and users are spending only 15 seconds on it, you might consider improving it.” </li></ul></ul>
  10. 10. Key metrics recommended… <ul><li>Browser compatibility every 6 months… </li></ul><ul><ul><li>“ We are starting to notice more mobile browsers (iPhone, blackberry, etc) so this is a trend to watch. It will require a mobile web strategy eventually.” </li></ul></ul><ul><ul><ul><li>First noted in 2008 </li></ul></ul></ul><ul><li>Even more important in 2010… and 2011 </li></ul><ul><ul><ul><li>Mobile access is growing but not yet dominant </li></ul></ul></ul><ul><ul><ul><li>Gather facts for future resource allocation </li></ul></ul></ul>
  11. 11. Key metrics recommended… <ul><li>Trend over time… or compare periods </li></ul><ul><ul><li>Analytics most valuable for trends </li></ul></ul><ul><ul><li>Don’t obsess on daily or weekly stats unless tracking a specific campaign </li></ul></ul><ul><li>New visitors… </li></ul><ul><ul><li>“Landing pages”… where they start </li></ul></ul><ul><ul><li>“Bounce rate”… from the landing pages </li></ul></ul><ul><ul><li>Navigation </li></ul></ul>
  12. 12. Important first marketing metrics: New visitors and the bounce rate… <ul><li>Bounce rate… </li></ul><ul><ul><li>Percent of new visitors who left an entry page (i.e., home page or other “landing page”) without going anywhere else on your website. </li></ul></ul><ul><li>Good bounce rate </li></ul><ul><ul><li>Under 35% </li></ul></ul><ul><ul><li>20% is superlative </li></ul></ul>
  13. 13. Set to report “New Visitors”
  14. 14. Where do “new visitors” start?
  15. 15. What did they do after arriving?
  16. 16. “ Search” can influence entry pages… <ul><li>Undergraduate </li></ul><ul><li>Graduate </li></ul><ul><li>Departments </li></ul><ul><li>Schools & Colleges </li></ul><ul><li>Athletics </li></ul><ul><li>Human Resources </li></ul><ul><li>Faculty Central </li></ul><ul><li>Degree Programs </li></ul><ul><li>And a “search” box </li></ul>
  17. 17. Track interest in degree programs…
  18. 18. What does a marketer need to know? At the start, best to focus on a few elements
  19. 19. Set goals… <ul><li>Your web marketing goals might include… </li></ul><ul><ul><li>Watching a video </li></ul></ul><ul><ul><li>Reading a blog </li></ul></ul><ul><ul><li>Taking an online campus tour </li></ul></ul><ul><ul><li>Completing an inquiry form </li></ul></ul><ul><ul><li>Registering for a campus program </li></ul></ul><ul><ul><li>Subscribing to a newsletter </li></ul></ul><ul><ul><li>Applying for admission </li></ul></ul>
  20. 20. Set analytics for your recruitment pages… <ul><li>For access to results for admissions and recruitment pages. </li></ul><ul><li>Ask IT to set your analytics to only report your pages. </li></ul><ul><li>Access this yourself or ask for regular reports. </li></ul>
  21. 21. Filter out internal use in your reports… <ul><li>Data on internal use is always there. </li></ul><ul><li>After you set the filter, you’ll never see it. </li></ul><ul><li>Get internal use out of your marketing information. </li></ul>
  22. 22. What marketing info from this page?
  23. 23. Let’s make a list… <ul><li>How did visitors get here? </li></ul><ul><li>How many were new? </li></ul><ul><li>What did they do? </li></ul><ul><ul><li>Watch the video </li></ul></ul><ul><ul><li>Print the page </li></ul></ul><ul><ul><li>Email to someone </li></ul></ul><ul><ul><li>Follow a link? </li></ul></ul><ul><ul><ul><li>Online MBA curriculum </li></ul></ul></ul><ul><ul><ul><li>Integrates content </li></ul></ul></ul><ul><ul><ul><li>Residence experiences </li></ul></ul></ul><ul><li>Take an action? </li></ul><ul><ul><li>Read FAQs </li></ul></ul><ul><ul><li>Ask for information </li></ul></ul><ul><ul><li>Apply for admission </li></ul></ul>
  24. 24. Start at the dashboard page…
  25. 25. How did the visitors get here? <ul><li>Direct traffic </li></ul><ul><ul><li>Typed .edu address or print/radio/email </li></ul></ul><ul><li>Referring sites </li></ul><ul><ul><li>People online elsewhere who linked from other websites, including Twitter </li></ul></ul><ul><li>Search </li></ul><ul><ul><li>Importance of organic search to your traffic </li></ul></ul><ul><ul><li>Or paid campaigns </li></ul></ul>
  26. 26. What keywords did they use to search? <ul><li>Review top keywords for possible later use in… </li></ul><ul><ul><li>Online advertising </li></ul></ul><ul><ul><li>Print and radio advertising </li></ul></ul><ul><ul><li>Billboards </li></ul></ul>
  27. 27. Reporting features vary… <ul><li>Date range feature </li></ul><ul><li>Compare two metrics at the same time </li></ul><ul><li>Line chart, pie chart, bar chart </li></ul><ul><li>Email and export capability (PDF to print) </li></ul>
  28. 28. More Key Performance Indicators (KPI)
  29. 29. Start tracking for mobile access… <ul><li>Will grow in 2010 and 2011… </li></ul><ul><ul><li>How fast isn’t clear </li></ul></ul><ul><li>Test your site from the devices people are using </li></ul><ul><li>Objective data for site design resources </li></ul><ul><li>Track monthly </li></ul>
  30. 30. Where do your visitors live? Distance learning? International recruitment?
  31. 31. Popularity of individual web pages… <ul><li>What pages are visited most often? </li></ul><ul><ul><li>How long do people stay on them? </li></ul></ul><ul><ul><li>Do they exit from these pages or move to other pages? </li></ul></ul><ul><li>Identify pages you’d like people to visit that are being ignored </li></ul>
  32. 32. Trend data for average time on site… <ul><li>Average time on site is 1.06 minutes </li></ul><ul><li>Is this good or bad? </li></ul><ul><ul><li>Depends on why they visited </li></ul></ul><ul><ul><li>These visits were to see Link of the Week page </li></ul></ul><ul><ul><li>Read and link away </li></ul></ul>
  33. 33. What happens with your own search? <ul><li>Marketing research </li></ul><ul><ul><li>What do people look for on your site? </li></ul></ul><ul><ul><li>What words do they use to find it? </li></ul></ul><ul><ul><li>Does your “search” give the right answer? </li></ul></ul><ul><ul><li>Are your “Quick Links” accurate? </li></ul></ul><ul><li>Need special tech help to set this up </li></ul>
  34. 34. The proverbial summary… <ul><li>Pick a few key points to follow at the start… </li></ul><ul><ul><li>Make sure they include the bounce rate for new visitors </li></ul></ul><ul><ul><li>Consider pages most often visited and time spent </li></ul></ul><ul><li>Monitor what people are doing with site search </li></ul><ul><li>Filter out internal users </li></ul><ul><li>Track monthly and watch trends </li></ul><ul><li>Attention to access from mobile browsers </li></ul>
  35. 35. Getting up to speed and staying there… Recommendations from the brain trust…
  36. 36. An informal brain trust… Without responsibility for this presentation <ul><li>Notes and experiences shared by… </li></ul><ul><ul><li>Bates College </li></ul></ul><ul><ul><ul><li>Jay Collier, Web Communications Manager </li></ul></ul></ul><ul><ul><li>Juniata College </li></ul></ul><ul><ul><ul><li>Gabe Welsch, Assistant Vice President of Marketing </li></ul></ul></ul><ul><ul><ul><li>Rick Stutz, Coordinator of E-Communications </li></ul></ul></ul><ul><ul><li>St. Edward’s University </li></ul></ul><ul><ul><ul><li>Carmella Manges, Director of E-marketing </li></ul></ul></ul><ul><ul><li>University of Missouri </li></ul></ul><ul><ul><ul><li>Lori Croy, Director of Web Communications </li></ul></ul></ul><ul><ul><li>University of Richmond </li></ul></ul><ul><ul><ul><li>Eric Palmer, Director of Web Services </li></ul></ul></ul>
  37. 37. Especially for Google Analytics…
  38. 38. Buy this book first…
  39. 39. A book to continue… Make sure you get 2 nd edition
  40. 40. For ongoing reading… ...
  41. 41. Glossary for reference…
  42. 42. Professional association…
  43. 43. Thank You! Bob Johnson, Ph.D. President Bob Johnson Consulting, LLC Marshall, MI 49068 248.766.6425 [email_address] Customer Carewords Website Research