Google Analytics - Web Managers Academy 2011 by Jeff Wisniewski and Darlene Fichter


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Web Managers Academy 3.0: Seamless Websites & Expanded Presence

Computers in Libraries 2011

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Google Analytics - Web Managers Academy 2011 by Jeff Wisniewski and Darlene Fichter

  1. 1. What are people doing on your site? Computers in Libraries 2011 Jeff Wisniewski University of Pittsburgh Darlene Fichter University of Saskatchewan
  2. 2. We can learn… <ul><li>Who is coming to our site </li></ul><ul><li>What they’re doing </li></ul><ul><li>How long they stay </li></ul><ul><li>The systems they’re using to access our site </li></ul><ul><li>If they’re able to complete tasks </li></ul><ul><li>Friction points </li></ul>
  3. 3. Add tracking
  4. 4. * TIP The tracking code can be “included” as part of your page template Photo by BigTallGuy cc s ome rights reserved
  5. 5. Menu translation Menu item English translation Dashboard General overview of site activity Intelligence Email and/or text alerts Visitors How man people, where they come from, what systems they’re using Traffic Sources How people are getting to and/or finding your site Content What do people look at on your site
  6. 7. Key metrics METRIC DEFINITION NOTE Bounce rate % of visits that immediately left High bounce rate can be good or bad Goal Page someone reaches once they’ve completed some task Hit Request for a file from a webserver Artifically inflated Pageview Display of a complete webpage Visits Series of pageviews from same visitor Within 30 minutes
  7. 8. Rule of thumb TRENDS in the data are more important than the numbers themselves
  8. 9. Visitors Photo reserved by Scott Clark Some rights
  9. 11. *TIP <ul><li>New vs. returning, unique visitors, visitor loyalty all rely on cookie data. </li></ul><ul><li>Cookie caveats - b rowser specific : </li></ul><ul><ul><li>They expire </li></ul></ul><ul><ul><li>They can be blocked or deleted </li></ul></ul><ul><ul><li>Public computers </li></ul></ul>
  10. 12. Visitors <ul><li>Visitor technical information </li></ul><ul><ul><li>OS </li></ul></ul><ul><ul><li>Browser </li></ul></ul><ul><ul><li>Screen color & resolution </li></ul></ul><ul><ul><li>Flash </li></ul></ul><ul><ul><li>Java </li></ul></ul><ul><ul><li>Network properties - Connection speed, location </li></ul></ul><ul><ul><li>Mobile </li></ul></ul>
  11. 13. Visitors: Browser
  12. 14. Visitors: Mobile
  13. 15. Visitors – Friction Points <ul><li>Bounce rates – leave immediately </li></ul><ul><li>Site design – a good match for visitors? </li></ul><ul><ul><li>Screen size vs fixed width? </li></ul></ul><ul><li>Site load time – yslow from </li></ul><ul><li>Expected location of access vs actual location </li></ul>
  14. 16. Content: Top Content
  15. 17. Content – Friction Points <ul><li>Are low use and high use pages likely? </li></ul><ul><li>Search engine keywords; mistaking site search for catalogue search, vice versa? </li></ul><ul><li>Search terms using different words than your labels and links? </li></ul><ul><li>Repeat the searches, are the results excellent? </li></ul>
  16. 18. Content – Friction Points <ul><li>Lack of content </li></ul><ul><li>Demand for new content </li></ul><ul><li>Path data – optimal route? </li></ul><ul><li>Path data – red flag use of back buttons </li></ul>
  17. 19. Goals <ul><li>A “goal” is the page which a visitor reaches once they have completed a desired action, such as a registration or download. </li></ul><ul><li>A “funnel” is the pages they need to visit on the way to a goal. </li></ul><ul><li>EXAMPLE: Library legislative history course sign up </li></ul>
  18. 20. Goals: Setting up goals and funnels <ul><li>Name the goal something intuitive. In this example it might be “Class Registration” </li></ul><ul><li>Choose whether or you want the goal to be active (on) now </li></ul><ul><li>Choose a type of goal. Most library scenario goals will probably fall under the “URL Destination” type, meaning the goal is to get the user to a specific place, in this case the “thank you for registering” page. </li></ul><ul><li>Enter the URL for this goal page </li></ul><ul><li>Under “Goal Funnel” click yes </li></ul><ul><li>On the following page add the URL(s) of the page(s) along the path a user would take to get from the homepage all the way through to the thank you page. </li></ul>
  19. 21. Goals
  20. 22. Goals
  21. 23. Goals
  22. 24. *TIP <ul><li>When you first begin collecting data, or change/add, set an alert for verification that it’s working as expected </li></ul>
  23. 26. Discussion Photo by foxypar4 – cc some rights reserved