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Measuring your online effectiveness

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Measuring your online effectiveness

  1. 1. Measuring your online effectiveness (or never mind the bandwidth, feel the quality) Paul Henderson ruralnet|uk & RNUK Ltd [email_address]
  2. 2. Measuring stuff <ul><li>NOT for the sake of stats </li></ul><ul><li>NOT for techies (although…) </li></ul><ul><li>ONLY do it if you’re going to DO something with it </li></ul><ul><li>Be warned – it will make you focus on what your website is REALLY for </li></ul>
  3. 3. 5 Steps <ul><li>Goals: What is your website for? </li></ul><ul><li>Questions: What do you want to know? </li></ul><ul><li>Software: Google Analytics – free </li></ul><ul><li>Reports: To answer your questions </li></ul><ul><li>Actions: Make changes, act on your reports to meet your goals </li></ul>
  4. 4. Your dashboard 3 Key metrics + Unique visitors
  5. 5. Sources - keywords
  6. 6. Visitors - location
  7. 7. Techy details – influences design
  8. 8. Trends not raw ‘hits’
  9. 9. Any reports can be: <ul><li>Emailed (scheduled, automatically) </li></ul><ul><li>Exported (as CSV, PDF etc) </li></ul><ul><li>Added to the Dashboard (give access to the people responsible for content on the website) </li></ul>
  10. 10. Experts Online sources November 2007 March 2008
  11. 11. Actions: Making changes <ul><li>Example: </li></ul><ul><li>Design/navigation of menu/homepage </li></ul><ul><li>Registration form </li></ul><ul><li>What should we be measuring? </li></ul><ul><li>What are the effects before and after? </li></ul><ul><li>What does successful mean? </li></ul>
  12. 12. Experts Online – Register an interest Before After
  13. 13. Before After
  14. 14. Before After
  15. 15. Compare trends
  16. 16. xPRESS email vs web
  17. 17. What next? <ul><li>Start collecting data: http://analytics.google.com </li></ul><ul><li>Watch screencast: http:// analytics.wikispaces.com / Thanks to Beth Kanter & Laura Whitehead </li></ul><ul><li>What are your goals? </li></ul><ul><li>Ask yourself questions? </li></ul><ul><li>Think about reports </li></ul>

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