5 Ways To Improve Your Higher Ed Website With Google Analytics with Becky Vardaman of Converge Consulting

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In this presentation, 5 Ways To Improve Your Higher Ed Website With Google Analytics, Becky will take attendees through a deeper look at how Google Analytics can help improve their website and where to start!

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5 Ways To Improve Your Higher Ed Website With Google Analytics with Becky Vardaman of Converge Consulting

  1. 1. Five Ways to Improve Your Higher Ed Website with Google Analytics Becky Vardaman– Vice President of Strategy July 9, 2014
  2. 2. July 9, 2014 - 2 Welcome & Thank You #AnalyticsHigherEd Becky Vardaman @BeckyVardaman Becky@ConvergeConsulting.org
  3. 3. July 9, 2014 - 3 • Yes, you need (strategic) Google Analytics • Set up can be... complicated • Your goal should be Goals • Traffic Sources matter • Customize 5 Things to Know #AnalyticsHigherEd
  4. 4. July 9, 2014 - 4 #1) Yes, You Need Google Analytics #AnalyticsHigherEd
  5. 5. July 9, 2014 - 5 Because The Internet #AnalyticsHigherEd *Source: Noel-Levitz 2014 E-Expectations Report
  6. 6. July 9, 2014 - 6 Data > Pretty Much Everything Else #AnalyticsHigherEd
  7. 7. July 9, 2014 - 7 Why Do We Have a Website? #AnalyticsHigherEd
  8. 8. July 9, 2014 - 8 A Process, Not a Task #AnalyticsHigherEd
  9. 9. July 9, 2014 - 9 You Don’t Hear From Everyone You’ve Turned Off #AnalyticsHigherEd Sometimes they just don’t call.
  10. 10. July 9, 2014 - 10 #AnalyticsHigherEd You: Is our website important? Doubter: Yes, of course. You: How much time, money and energy do we currently spend on our website? Doubter: So much. Look at this project timeline, this contract and these fees! You: Wouldn’t our time, money and energy be better spent if we had clear digital goals and data to support our marketing decision making? Doubter: Of course. But how? You: Google Analytics, a free tool, can help. Here’s how... Doubter: Wow, you deserve a raise and a closer parking spot! Have This Conversation
  11. 11. July 9, 2014 - 11 #2) Set Up Can Be... Complicated #AnalyticsHigherEd
  12. 12. July 9, 2014 - 12 #AnalyticsHigherEd Perfect World
  13. 13. July 9, 2014 - 13 #AnalyticsHigherEd Higher Education
  14. 14. July 9, 2014 - 14 #AnalyticsHigherEd Things to consider: • Account Structure • Domains • Subdomains • Self referrals • Universal Analytics
  15. 15. July 9, 2014 - 15 1 http://www.convergeuniversity.edu/login Protocol Subdomain Root Domain subdirectory #AnalyticsHigherEd Anatomy of a URL
  16. 16. July 9, 2014 - 16 1 #AnalyticsHigherEd Account Structure
  17. 17. July 9, 2014 - 17 #AnalyticsHigherEd Root Domains
  18. 18. July 9, 2014 - 18 #AnalyticsHigherEd Subdomains
  19. 19. July 9, 2014 - 19 1 Subdomain & Domains Currently in UA? Used? Purpose? Include or Separate or 301 Create View Careercoaches.ntc.edu Courseschedule.ntc.edu Dairylandacademy.org Notes02.ntc.edu/intranet2 Ntcptl9u.aurora.tc Replay.ntc.edu www.ntc.edu www.sparkintomanufacturing.c om Mprtoolkit.ntc.edu wampen #AnalyticsHigherEd Make A Map
  20. 20. July 9, 2014 - 20 2 #AnalyticsHigherEd Finding the Domains & Subdomains
  21. 21. July 9, 2014 - 21 2 #AnalyticsHigherEd Finding the Domains & Subdomains
  22. 22. July 9, 2014 - 22 2 #AnalyticsHigherEd Finding the Domains & Subdomains
  23. 23. July 9, 2014 - 23 #AnalyticsHigherEd Self Referrals
  24. 24. July 9, 2014 - 24 2 Do You Have Them? #AnalyticsHigherEd
  25. 25. July 9, 2014 - 25 2 Where Do They Come From? #AnalyticsHigherEd
  26. 26. July 9, 2014 - 26 2 Tracking Code Missing Or Not Working #AnalyticsHigherEd
  27. 27. July 9, 2014 - 27 2 Tracking Code Missing Or Not Working #AnalyticsHigherEd
  28. 28. July 9, 2014 - 28 2 Tracking Code Missing Or Not Working #AnalyticsHigherEd
  29. 29. July 9, 2014 - 29 2 Inconsistent Tracking Code Configuration #AnalyticsHigherEd
  30. 30. July 9, 2014 - 30 3 #AnalyticsHigherEd Inconsistent Tracking Code Configuration
  31. 31. July 9, 2014 - 31 3 #AnalyticsHigherEd Inconsistent Tracking Code Configuration
  32. 32. July 9, 2014 - 32 3 Subdomain & Domains Currently in UA? Used? Purpose? Include or Separate or 301 Create View Careercoaches.ntc.edu Courseschedule.ntc.edu Dairylandacademy.org Notes02.ntc.edu/intranet2 Ntcptl9u.aurora.tc Replay.ntc.edu www.ntc.edu www.sparkintomanufacturing.c om Mprtoolkit.ntc.edu wampen #AnalyticsHigherEd Back to Subdomains
  33. 33. July 9, 2014 - 33 #AnalyticsHigherEd Universal Analytics
  34. 34. July 9, 2014 - 34 3 #AnalyticsHigherEd What’s New? 1. The Measurement Protocol 2. Offline Conversion Import 3. Sever-side Sessionization 4. Custom Dimensions and Custom Metrics 5. Dimension Widening 6. Cost Data Import
  35. 35. July 9, 2014 - 35 3 #AnalyticsHigherEd Universal Analytics To The Rescue!
  36. 36. July 9, 2014 - 36 3 #AnalyticsHigherEd Universal Analytics To The Rescue!
  37. 37. July 9, 2014 - 37 3 #AnalyticsHigherEd Universal Analytics Takeaways This is coming. You will need to get on board (eventually). There are some great tools yet to be released… stay tuned. Migration: November 2012: Private Beta April 2013: Public Beta Summer-Fall 2013: Gradual roll out of features. Should We Switch? 1. How much customization have you already done to Google Analytics? 2. How much time and/or experience does you or your team have? 3. Both? Upgrade Center?
  38. 38. July 9, 2014 - 38 Google Tag Manager
  39. 39. July 9, 2014 - 39 Google Tag Manager
  40. 40. July 9, 2014 - 40 Google Tag Manager
  41. 41. July 9, 2014 - 41 #3) Your Goal Should Be Goals #AnalyticsHigherEd
  42. 42. July 9, 2014 - 42 4 #AnalyticsHigherEd What Are Our Website Audiences?
  43. 43. July 9, 2014 - 43 4 #AnalyticsHigherEd Why Do We Have a Website?
  44. 44. July 9, 2014 - 44 44 Web Analytics Framework 1 Business Objectives 2 Website Goals 3 Key Performance Indicators (KPIs) 4 Targets 5 Segments
  45. 45. July 9, 2014 - 45 Types of goals URL destination Goal completed when visitor views defined URL Time on site Goal completed when visitor spends X amount of time on site Pages / visit Goal completed when visitor views X number of pages on site Event Goal completed when visitor takes a predefined action #AnalyticsHigherEd
  46. 46. July 9, 2014 - 46 4 #AnalyticsHigherEd Is This Good or Bad? • 2,000 page views • 70% returning visitors • 80% bounce rate
  47. 47. July 9, 2014 - 47 #4) Traffic Sources Matter #AnalyticsHigherEd
  48. 48. July 9, 2014 - 48 4 #AnalyticsHigherEd Where To Find Traffic Sources
  49. 49. July 9, 2014 - 49 4 #AnalyticsHigherEd Types of Traffic Direct Visitors who come directly to the website using the domain name. Search engines By default, GA tracks 20+ different search engines. Referrals Links that appear on other websites. Campaigns Custom! You decide.
  50. 50. July 9, 2014 - 50 Campaign Tracking http://www.convergeuniversity.edu/admissions?utm_source=facebook&utm_medium=social&utm_campaign=fall-2013- campaign&utm_content=video1
  51. 51. July 9, 2014 - 51 Why It Matters So Much to Higher Ed Marketing • Which traffic sources convert best on goals? • At what rate? Over time? • Which traffic sources do we spend money on? • Which traffic sources do we spend time on? • What unexpected trends can we capitalize on?
  52. 52. July 9, 2014 - 52 #5) Customize #AnalyticsHigherEd
  53. 53. July 9, 2014 - 53 Make It Your Own #AnalyticsHigherEd
  54. 54. July 9, 2014 - 54 Events
  55. 55. July 9, 2014 - 55 Events #AnalyticsHigherEd
  56. 56. July 9, 2014 - 56 Dashboards #AnalyticsHigherEd
  57. 57. July 9, 2014 - 57 Dashboards #AnalyticsHigherEd
  58. 58. July 9, 2014 - 58 Dashboards Where to start? • Goals • Current reporting (replace with a dashboard) • Content heavy sections of your site (blog, news) • Content contributors • A specific Campaign • A specific Traffic Source (social media, ppc, referrals) • Inbound marketing process (attract, convert, delight) #AnalyticsHigherEd
  59. 59. July 9, 2014 - 59 • Yes, you need (strategic) Google Analytics • Set up can be... complicated • Your goal should be Goals • Traffic Sources matter • Customize Wrapping Up: 5 Things to Know #AnalyticsHigherEd
  60. 60. July 9, 2014 - 60 Google Analytics Two-Day Workshop #AnalyticsHigherEd
  61. 61. July 9, 2014 - 61 #AnalyticsHigherEd www.convergeconsulting.org/converge2014
  62. 62. July 9, 2014 - 62 Thank You & Questions #AnalyticsHigherEd Becky Vardaman @BeckyVardaman Becky@ConvergeConsulting.org

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