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An overview of google analytics which I gave to students on the 'Digital Libary' course at Lund University.

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  • Definition ofmetric
  • The visit
  • (
  • The mostimportantlovelymetricof all – youcan do so muchwiththis….Seandreilinger
  • Driving insights – pictureof sweets, crowd or something
  • Examplereport
  • Purchase, order, download, enquiry, registration
  • Word cloud – websites, most social media platformsareaboutwords
  • Does it addvalueto the organisation? Canyou do anythingwith the data?
  • Data heavy from I-group
  • Youwill not changeyour organisationovernight
  • Library presentation

    1. 1. Web Analysis<br />Howtomeasure a website’sperformance<br />
    2. 2. about.me/johnwedderburn<br />wedderburnjohn@gmail.com<br />John Wedderburn<br />2<br /><ul><li>Web content management
    3. 3. Analytics
    4. 4. Social media
    5. 5. Highereducation, biomedical and research sectors</li></li></ul><li>WEB analytics<br />Understandingofwhat web analytics is<br />What a metric is,and howtousethem<br />Whyyouneedtounderstandyour business goals<br />Basic web analysis<br />Advanced web analysis<br />Howto ask the right questions<br />Howtocreate kick ass reports<br />Quick wins<br />3<br />
    6. 6. TakeHomeMessage<br />If you’re not measuring it, you’re not managing it<br />Picture: Adrian S Jones, Flickr<br />4<br />
    7. 7. Meet the HIPPo<br />HighestPaidPerson’s Opinion<br />AvinashKauskik<br />Picture: Canopic, Flickr, <br />5<br />
    8. 8. Data vs Opinions<br />Youneedtounderstand:<br /> The purposeofyourwebsite<br />The performanceofyourwebsite<br />Howvisitorsconverttocustomers<br />6<br />
    9. 9. 5 second Test…<br />7<br />
    10. 10. 8<br />
    11. 11. 9<br />
    12. 12. Souce:XKCD<br />10<br />
    13. 13. Public Sector vs Private Sector<br />Picture: bizbuzzmedia, Flickr<br />11<br />
    14. 14. Business Goals – Private Sector<br />Increaserevenue: The bottom line<br />Save stafftime<br />Broaden the customerbase<br />Increase online purchases by 10% over 6 months<br />Increase visits to the online support, resource and forum<br /> pages<br />Increase visits to the website from Google, bothorganic<br />and paidsearch. <br />12<br />
    15. 15. Public Sector Organisation Goals<br />Save stafftime<br />Ensure information is madefreelyavailable<br />Recruit new staff<br />Increase visits to online tools and resources<br />Increasevisitors from search from specific<br />keywords and phrases<br />Generate visits toonsiterecruitmentadverts from social media sources<br />13<br />
    16. 16. LibraryGoals<br />Build a sense ofcommunityamonglibraryusers<br />Contributeto research, scholarlyactivities and teaching<br />Expedite access toscholarlyresources at the point and placeofneed<br />Increase visits to the website from <br />targetdemographics by 20%<br />Increasetrafficto support guides<br />and online resources.<br />Contact partners via social media<br />Increase the numberofenquiriesto the online catalogueby 20%.<br />Increase the numberof new visitors by 30%<br />14<br />
    17. 17. Web strategy<br />…explainswhyyouhavewebsite…and how it deliversyourorganisation’sgoals…<br />
    18. 18. Asking ’Why?’<br />Why do wehave a website?<br />Why do wewantvisitors?<br />Why do wewantengagement?<br />Why do wewantpeopletoreturntoourcontent?<br />Solution – Make the ability the access ourdatabases the key mission ofourwebsite<br />16<br />
    19. 19. AskingWhy? Will…<br />Definesuccess<br />Createcriteria for decision making<br />Alignresources<br />Motivatestaff<br />(David Allen, GettingThingsDone)<br />Creates the foundation for futuremeasurement<br />17<br />
    20. 20. Web strategy<br />Picture: nechbi, Flickr, <br />18<br />
    21. 21. Source: Bluewire media<br />19<br />
    22. 22. Source: Loveday and Niehaus<br />20<br />
    23. 23. Source: Loveday and Niehaus<br />21<br />
    24. 24. 22<br />Expedite access toscholarlyresources<br />Providecuttingedgefacilities and services<br />Ensurestewardshipof the university’sintellectual assets<br />Contributeto research, scholarship and teaching<br />Become an employerof choice<br />Source: yourseoplan.comGoals from: Cornell University Library<br />
    25. 25. conversion<br />The actofmakingyourprospect do whatyouwantthemto do<br /><ul><li>Making a purchase
    26. 26. Leaving an email address
    27. 27. Downloading a brochure
    28. 28. Accessing a database
    29. 29. Logging in</li></ul>23<br />
    30. 30. Whatare the keyconversionswhichvisitorswillcarryout on yourwebsite?…withoutthiscontextanalysiscannot be completed…<br />24<br />
    31. 31. 25<br />Programmedescription<br />Educationoverview<br />Job<br />description<br />Exitingtostudera<br />Student <br />Recruitment<br />Qualified<br />graduates<br />Onlineapplication<br />Employerofchoice<br /> Non EU citizens<br />Job Page<br />University<br />staff and students<br />Page for staff<br />Upload<br />Upload page<br />IP stewardship<br />Source: yourseoplan.com<br />
    32. 32. <ul><li>List the primary, and a fewsecondarygoalsof the websiteyouhavecreated
    33. 33. For one or twoofthesegoalsidentify the:</li></ul>TargetAudience.Conversion. Conversion Page. Landingpage.<br />26<br /><ul><li>Is the goalmeasurable?
    34. 34. What actions can be taken todevelop the goal?</li></li></ul><li>FactorsNegativelyaffectingconversion<br />Poor navigation<br />Lack ofcustomer focus ’organisation’ ratherthan ’customer’ centric<br />Focus on ’look and feel’<br />Unclearownership<br />27<br />
    35. 35. Weneed a redesign<br />….because the website is boring<br />
    36. 36. 29<br />
    37. 37. HIPPO<br />” I don’t like thatcolour”<br />”The titles on ourwebsite pages are not the correctones”<br />”Weshouldhave a pictureof the director on the first page”<br />”The website is looking a bit old, weshould do a redesign”<br />OPINIONS<br />30<br />
    38. 38. Data vs Opinions<br /><ul><li>Youneedtoownyourwebsite and its data</li></ul>31<br />
    39. 39. Killer questionsto the HIPPO:<br /> - Whatarewetryingtochange? Or improve? Or Fix?<br /> - Why? Howdoesthishelpourorganisation’sgoals?<br /> - Howwillwemeasure it? <br />Picture: Hyeenus, Flickr, <br />32<br />
    40. 40. Web analytics<br />…howtoownyourwebsite…<br />
    41. 41. Web analytics<br />Web analytics is the measurement, collection, analysis and reportingof<br />internet data for purposesofunderstanding and optimizing web usage<br />Web analytics is the toolyouwilluseto champion the user’sexperience,<br />show the valueofyourexpertise, showcase the resultsofyourcolleagues’ <br />hard work and make a case for getting a budget for developingyour online activities<br />34<br />
    42. 42. Tools<br />Webtrends<br />Google Analytics<br />Omniture<br />Facebookinsights<br />Awstats<br />Youtubeinsights<br />Yahoo web analytics<br />Facebookanalytics<br />Crazy egg<br />Kissinsights<br />4Q<br />35<br />
    43. 43. 36<br />
    44. 44. Data puke<br /><ul><li>Differencebetweenreporting and givinginsights</li></ul>It’s not called Web Reporting….<br />ANALYSE and ACT<br />37<br />
    45. 45. 38<br />
    46. 46. Question: ”Tell me the numberofvisits the website got”<br />Answer: ”What is the business <br />questionyouaretryingtoanswer? <br />Whyare visits importanttoyou?”<br />39<br />
    47. 47. How Data is Obtained<br />Typesoftools:<br /> - Logfileanalysis<br />- Page tagging<br />Othersourcesof data:<br /> - email response rates, usability test data, website, survey tools<br />40<br />
    48. 48. Google Analytics<br />Uses a first party cookie and Javascript on the page<br />Importanttoknowthat:<br /> - Leaves a cookie on the users computer<br />- Data is heldelsewhere, <br />- Anonymous<br />41<br />
    49. 49. Limitations<br /><ul><li>Cookies can be deleted, or never installed
    50. 50. The same visitormayusemultiplecomputers and devices
    51. 51. One computer may be used by manyvisitors</li></ul>42<br />
    52. 52. Data will never be 100% Accurate<br />Over time, trends will be precise<br />43<br />
    53. 53. VisitorTracking in the Public Sector<br /><ul><li>Needtoinformvisitorsthatyouareusing cookies</li></ul> In Sweden, Post and Telecom Agency is responsible for tellingyouhowtomanagevisitor data<br /><ul><li>Google requiresyoutosayyouareusing Google Analytics</li></ul>44<br />
    54. 54. Cookies and the Law<br />Directive 2009/136/EC<br />45<br />
    55. 55. 46<br />
    56. 56. Whousesgoogleanalytics?<br /><ul><li>Used by 57% of the top 10 000 websites</li></ul> Source: trends.builtwith.com<br /><ul><li>8 of the top 10 universities in the worlduse GA
    57. 57. 20 of 25 Swedish universitiesuse GA</li></ul>47<br />
    58. 58. Wordpress and Google Analytics<br />48<br />
    59. 59. Basic metrics<br />…Don’t just ask howmany visits we got<br />
    60. 60. What’sa Metric?<br />A metric is a number<br /> - A count<br /> Page views<br /> Visits<br />- A rate<br />Conversion rate<br />50<br />
    61. 61. METRICS<br />DIMENSIONS<br /><ul><li>Goals
    62. 62. Bounces
    63. 63. Entrances
    64. 64. Exits
    65. 65. New visits
    66. 66. Page views
    67. 67. Time on page
    68. 68. Time on site
    69. 69. Visits
    70. 70. Browser
    71. 71. City
    72. 72. Continent
    73. 73. Domain
    74. 74. Keyword
    75. 75. Mobile
    76. 76. Page
    77. 77. Source</li></ul>51<br />
    78. 78. 52<br />Picture: RsMs, Flickr, <br />
    79. 79. The VISIT<br />53<br />
    80. 80. Visit, visits, views and Uniquevisitors<br />A visit – distinctentry and end, withseveral pages looked at<br />1 visit canincludeseveral page views<br />A uniquevisitorcan make several visits during the same day<br />54<br />
    81. 81. Visitors<br />A visit is a session on yourwebsite<br />- A page is landed on<br />- Cookie installed or activated<br />- Other pages looked at <br />- Exit or 30 mins elapse or the browser is closed<br />55<br />
    82. 82. Page Views<br />56<br />
    83. 83. Time on site<br />57<br />
    84. 84. A quick digression…<br />52% of visits were for less than10 seconds<br />Website visit duration 2minutes 34 seconds<br />Userswill read about20%of the text on the average page<br />Sources: Not Quite the Average, Weinreich et al, 2008 Jakob Nielsen, useit.com<br />58<br />
    85. 85. Averages<br /><ul><li>Yourwebsite is not average,so don’tuseaveragereports
    86. 86. Just reportingaverageswillmake it hard to show change</li></ul>Picture: Norte_it (Dario J Lagana, Flickr, <br />59<br />
    87. 87. Visits aremisleading…<br />Howmany visits didourwebsite get?<br />Jan – July 2011: 3 273 486 visits<br />…made by 769 752 people<br />587 881 ofthesepeoplewere from outside the organisation<br />481 551 visits were for morethan 2 minutes and looked at 3+ pages<br />20% of the visitorsonlymade 1 visit<br />60<br />
    88. 88. Visitor source<br />61<br />
    89. 89. Referringwebsite<br />62<br /><ul><li>Onlyreferring sites</li></li></ul><li>Bounce rate<br />Picture: Sean dreillinger, Flickr<br />63<br />
    90. 90. 64<br />
    91. 91. Bounce rate<br /><ul><li>A visit whichleavesafter just one page…..
    92. 92. A bounce rate of over 30% is worrying</li></ul> ’theycame, theypuked, theyleft’<br />65<br />
    93. 93. loyalty<br />66<br />
    94. 94. 67<br />
    95. 95. <ul><li>Despitelookingimpressive, the visit metric is not thatvaluable by itself
    96. 96. Metrics straight outof the box, cannotusually be actioned</li></ul> - Toomuchnoise….<br />68<br />
    97. 97. segments<br />…Becausethere’s no suchthing as an averagewebsite or an averagevisitor….<br />
    98. 98. Picture: victor_nuno, Flickr, <br />70<br />
    99. 99. International visitors…..<br />71<br />
    100. 100. Refineyour data..<br />Segments could be:<br /><ul><li>Visitors from Google
    101. 101. International visitors
    102. 102. Visitors from social media
    103. 103. Visitorswho read morethan 3 pages ofcontent
    104. 104. Visitorswhoconvert
    105. 105. Visitors from mobile devices</li></ul>72<br />Segments make metricsmoreeffective by placingthemintocontext<br />
    106. 106. International Segment<br />73<br />Action: Continueto lever Facebook<br />
    107. 107. International Segment<br />74<br />Action: Optimiselanding pages<br />
    108. 108. Key Point<br />The applicationof a segment willgiveyoumoreinsightsintoyour data<br /> - Visitorswhoreturned<br /> - Whatcontentdidthey read?<br />- Visitorswhocame from search<br /> - What pages didthey land on first?<br />- Visitorswhocame from social media <br /> - How long arethey on the website?<br /> - Do theyconvert?<br />75<br />
    109. 109. Conversion<br />…whatdoesit look like on yourwebsite?...<br />
    110. 110. Conversions – Goals and SEGMENTS<br />Goal: Click on ’addto basket’<br />77<br />
    111. 111. conversions<br />Typesofconversioncaninclude:<br /><ul><li>Addmoresubscribersto a blog or newsletter
    112. 112. Download a brochure
    113. 113. Click on a Facebooksharebutton
    114. 114. Register for an event
    115. 115. Make a purchase</li></ul>Can be bothmicro or macroconversions<br />78<br />
    116. 116. Wheredoesyourconvertingtraffic come from?<br /><ul><li>Segment – International visitors from outside the European Union</li></ul>79<br />Action: Maintain and developcontent on sites sendingconvertingtraffic<br />
    117. 117. Is yourcontentworking?<br />….content is king….<br />
    118. 118. 81<br />Word cloudcreated from keywordsusedtofindwebsite<br />
    119. 119. Contentperformance<br /><ul><li>Most viewed pages by International visitorsto the website</li></ul>82<br />
    120. 120. ContentChecklist<br />Sources<br />- Referring sites<br />- Keywords<br />- Visits<br />Landing Pages and Bounces<br />Focusing on campaign and targetedtraffic<br />Micro-conversions<br />
    121. 121. Advancedtracking<br />…measuringoffline, online<br />
    122. 122. OutboundlinksDocuments<br /><ul><li>Google Analyticswill not automaticallytrack:</li></ul> - Documents<br />- Outboundlinks (exits from a link on your site)<br /><ul><li>Trackingthese, by using the ’events’ functionwill:</li></ul>- Givetruebounce rate<br />- Giveintelligence on valueoflinks<br />- Providevalueof email, documentetclinks<br />85<br />
    123. 123. Inboundlinks<br /><ul><li>Track banner adsand otherlinkstoyour site with URLs containingunique tags
    124. 124. Tracklinks from brochures by using a unique URL whichredirectsto a URL youaretracking</li></ul>86<br />
    125. 125. Why?<br /><ul><li>Tracking banner ads and brochurelinkswillenableyoutoestablishvalue
    126. 126. 316 visits to the landing page
    127. 127. No conversion
    128. 128. Expensive
    129. 129. 1 595 visits to the landing page
    130. 130. Bonus: approx. 2 % conversion
    131. 131. Cheap</li></ul>87<br />vs<br />
    132. 132. Measuringsocial media<br />…”havewe got a facebook?”<br />
    133. 133. 89<br />
    134. 134. WHY?<br /><ul><li>Customer service
    135. 135. Promotion
    136. 136. Business intelligence</li></ul>90<br />
    137. 137. 91<br />
    138. 138. Social media needspurpose<br />92<br />1.Once wehave a Facebook page, we’ll be ableto…….<br />2. Peoplewill read ourFacebook page, because it helpsthemto……..<br />3. After reading, we want Facebook page visitors to…..<br />4. …………., ……………., and …………….. will let people know we have a Facebook page<br />5. We will create ……. posts per month, with …….. In charge of editorial and ……….. In charge of analytics<br />
    139. 139. 93<br />6. Sample posts, and theirheadlines, include…….<br />
    140. 140. FacebookInsights<br />94<br />
    141. 141. TWitter<br />Klout<br />Bit.ly (or othershorternertool)<br />95<br />
    142. 142. 96<br />Graph shows visits to the jobdescription on ourwebsite:<br />Blue line is total visits to the jobdescription.<br />Orange line is visits from social media.<br />
    143. 143. Blog<br />Google analyticsor similar<br />Wordpress comeswithownanalyticsfunction<br />97<br />
    144. 144. YouTubeInsights<br />98<br />
    145. 145. Measuring ’Engagement’<br />Facebook:<br />- Friends is a crudemeasure<br />- Comments and type<br />- Viewsoftabs<br />- growth relative topeers/competitors<br />Twitter:<br />- @ and RTs<br />- amplification<br />99<br />Image: www.lumaxart.com<br />
    146. 146. ROI of Social Media<br />
    147. 147. 101<br />
    148. 148. REporting<br />…Actions, actions, actions<br />
    149. 149. Reporting<br /><ul><li>Giveinsights
    150. 150. Become an advocate for data baseddecisions</li></ul>- Don’twaitto be asked<br />103<br />
    151. 151. KeyPerformanceIndicators<br />Metricsthatareusedtohelp an organisation define and measure progress towardsorganisationalgoals<br />OR….<br />Measuresthathelpyouunderstandhowyouaredoing<br />againstyourobjectives<br />104<br />
    152. 152. Whyarewe online?<br />WHY?<br />Business<br />Goal:<br />Visibility<br />Lead Generation<br />Recruitment<br />Send students to<br />studera.nu<br />So peopleknowweexist<br />Convertvisitorsintoprospective students<br />KeyPerformanceIndicator:<br />Visits from non-brand keywords and phrases<br />KeyPerformanceIndicator:<br />Engagement on Facebook<br />KeyPerformanceIndicator:<br />Viewsofourmostimportantcontent<br />KeyPerformanceIndicator:<br />Exitstostudera.nu<br />Metrics:<br />KeyPerformanceIndicator:<br />New visitorgrowth<br />KeyPerformanceIndicator:<br />Email contacts<br />KeyPerformanceIndicator:<br />Newsletter subscripton<br />Focusing on visits from:<br /><ul><li>Search
    153. 153. Referring sites
    154. 154. Target countries</li></ul>Focusing on visits from:<br /><ul><li>Loyalvisitors
    155. 155. Target countries
    156. 156. Search
    157. 157. Referring sites</li></ul>Focusing on visits from:<br /><ul><li>Loyalvisitors
    158. 158. Target countries
    159. 159. Search
    160. 160. Referring sites</li></ul>Segments:<br />Basedon amodelprovided by AvinashKaushik<br />105<br />
    161. 161. Time<br />During Jun – Aug 2011 ourwebsitereceived 3 274 visits from social media<br /> - This is 50% morethan the previousyear<br />Placing data into the contextoftime<br />makes it instantlymoremeaningful.<br />This is partlyduetoour investment in Facebook and Twitter<br />106<br />
    162. 162. Whyareyoureporting?<br />Ask ’why’ or ’so what?’<br />We got 2000 visitorsto the website last week.<br />So what?<br />This is a 25% increase from the same time last month – it’sdueto the newcontentwecommissioned and the distribution of it via Facebook<br />Or….<br />This is to be expected, as the summer holidayshaveended<br />107<br />
    163. 163. Whathappenstoyourreport?<br />108<br />
    164. 164. 109<br />
    165. 165. 110<br />
    166. 166. 111<br />
    167. 167. 112<br />
    168. 168. 113<br />
    169. 169. Killer questions<br />…and the reportsthatanswerthem…<br />
    170. 170. Arewevisible on the web?<br /><ul><li>TrafficSourcesreport</li></ul>Action: check referring sites and keywords in Google<br />115<br />
    171. 171. Is ourcontentworking?<br /><ul><li>Landing Page report</li></ul>Action: Optimiselanding pages toreducebounce rate<br />116<br />
    172. 172. Searchengineoptimisation<br />117<br />
    173. 173. Which sites sendusconvertingtraffic?<br />118<br />
    174. 174. VisitorPRofile<br />For example, visitors from mobile devices: <br />Action: Check functionalityof site on mobile devices and optimise for mostused,<br />Examinewhichcontent is mostused (lesson plans in thisexample) and <br />develop an app.<br />119<br />
    175. 175. Benchmarking<br />….is hard…<br />
    176. 176. Google Trends<br />121<br />
    177. 177. Reality check<br />…wakeup and smell the coffee…<br />
    178. 178. 123<br />
    179. 179. Becoming a data evangelist<br />124<br />Understandwhyyouhave a website<br />Knowwhat the conversionpointsare<br />Measure the hell outof it<br />Analyseyour data<br />Action and reportyour date – don’twaitto be asked<br />Advocateyour data<br />Repeat<br />
    180. 180. Conversion University – Google<br />Occam’sRazor by AvinashKaushik<br />MeasuringSuccess by Brian Clifton<br />TrendingUpwards by ShelbyThayer<br />Universityusabilityby John Wedderburn<br />125<br />

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