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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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WEB ANALYSISHOW TO MEASURE A WEBSITE’S PERFORMANCE
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about.me/johnwedderburn
wedderburnjohn@gmail.com
JOHN WEDDERBURN
• Web content management• Analytics• Social media • Higher education, biomedical and research sectors
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WEB ANALYTICS
Understanding of what web analytics is
What a metric is, and how to use them
Why you need to understand your business goals
Basic web analysis
Advanced web analysis
How to ask the right questions
How to create kick ass reports
Quick wins
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TAKE HOME MESSAGE
If you’re not measuring it, you’re not managing it
Picture: Adrian S Jones, Flickr
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MEET THE HIPPO
Highest Paid Person’s Opinion
Avinash Kauskik
Picture: Canopic, Flickr,
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DATA VS OPINIONS
You need to understand:
The purpose of your website
The performance of your website
How visitors convert to customers
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5 SECOND TEST…
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Souce:XKCD
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PUBLIC SECTOR VS PRIVATE SECTOR
Picture: bizbuzzmedia, Flickr
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BUSINESS GOALS – PRIVATE SECTOR
Increase revenue: The bottom line
Save staff time
Broaden the customer base
Increase online purchases by 10% over 6 months
Increase visits to the online support, resource and forum pages
Increase visits to the website from Google, both organicand paid search.
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PUBLIC SECTOR ORGANISATION GOALS
Save staff time
Ensure information is made freely available
Recruit new staff
Increase visitors from search from specific keywords and phrases
Increase visits to online tools and resources
Generate visits to onsite recruitmentadverts from social media sources
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LIBRARY GOALS
Build a sense of community among library users
Contribute to research, scholarly activities and teaching
Expedite access to scholarly resources at the point and place of need
Increase visits to the website from target demographics by 20%
Increase traffic to support guidesand online resources.Contact partners via social media
Increase the number of enquiries to the online catalogueby 20%.Increase the number of new visitors by 30%
WEB STRATEGY…EXPLAINS WHY YOU HAVE WEBSITE…AND HOW IT DELIVERS YOUR ORGANISATION’S GOALS…
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ASKING ’WHY?’
Why do we have a website?
Why do we want visitors?
Why do we want engagement?
Why do we want people to return to our content?
Solution – Make the ability the access our databases the key mission of our website
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ASKING WHY? WILL…
Define success
Create criteria for decision making
Align resources
Motivate staff
(David Allen, Getting Things Done)
Creates the foundation for future measurement
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WEB STRATEGY
Picture: nechbi, Flickr,
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Source: Bluewire media
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Source: Loveday and Niehaus
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Source: Loveday and Niehaus
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Source: yourseoplan.com Goals from: Cornell University Library
Expedite access to scholarly resources
Provide cutting edge facilities and services
Ensure stewardship of the university’s intellectual assets
Contribute to research, scholarship and teaching
Become an employer of choice
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CONVERSION
The act of making your prospect do what you want them to do
- Making a purchase
- Leaving an email address
- Downloading a brochure
- Accessing a database
- Logging in
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WHAT ARE THE KEY CONVERSIONS WHICH VISITORS WILL CARRY OUT ON YOUR WEBSITE?
…WITHOUT THIS CONTEXT ANALYSIS CANNOT BE COMPLETED…
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Source: yourseoplan.com
Student Recruitment
Non EU citizens Exiting tostudera
Programmedescription
Educationoverview
Employer ofchoice
Qualifiedgraduates
Onlineapplication
Job PageJobdescription
IP stewardshipUniversitystaff and students
Upload Upload page Page for staff
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• List the primary, and a few secondary goals of the website you have created
• For one or two of these goals identify the:
Target Audience. Conversion. Conversion Page. Landing page.
- Is the goal measurable?- What actions can be taken to develop the goal?
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FACTORS NEGATIVELY AFFECTING CONVERSION
Poor navigation
Lack of customer focus ’organisation’ rather than ’customer’ centric
Focus on ’look and feel’
Unclear ownership
WE NEED A REDESIGN….BECAUSE THE WEBSITE IS BORING
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HIPPO
” I don’t like that colour”
”The titles on our website pages are not the correct ones”
”We should have a picture of the director on the first page”
”The website is looking a bit old, we should do a redesign”OPIN
IONS
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DATA VS OPINIONS
• You need to own your website and its data
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Killer questions to the HIPPO:
- What are we trying to change? Or improve? Or Fix?- Why? How does this help our organisation’s goals?- How will we measure it?
Picture: Hyeenus, Flickr,
WEB ANALYTICS…HOW TO OWN YOUR WEBSITE…
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WEB ANALYTICS
Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage
Web analytics is the tool you will use to champion the user’s experience,show the value of your expertise, showcase the results of your colleagues’ hard work and make a case for getting a budget for developing your online activities
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TOOLSWebtrends
Google Analytics
Omniture
Facebook insights
Awstats
Youtube insights
Yahoo web analytics
Facebook analytics
Crazy egg
Kissinsights
4Q
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DATA PUKE• Difference between reporting and giving insights
It’s not called Web Reporting….
ANALYSE and ACT
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Question: ”Tell me the number of visits the website got”
Answer: ”What is the business
question you are trying to answer? Why are visits important to you?”
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HOW DATA IS OBTAINED
Types of tools:
- Logfile analysis
- Page tagging
Other sources of data:
- email response rates, usability test data, website, survey tools
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GOOGLE ANALYTICS
Uses a first party cookie and Javascript on the page
Important to know that:
- Leaves a cookie on the users computer
- Data is held elsewhere,
- Anonymous
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LIMITATIONS• Cookies can be deleted, or never installed
• The same visitor may use multiple computers and devices
• One computer may be used by many visitors
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DATA WILL NEVER BE 100% ACCURATE
Over time, trends will be precise
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VISITOR TRACKING IN THE PUBLIC SECTOR• Need to inform visitors that you are using cookies
In Sweden, Post and Telecom Agency is responsible for telling you how to manage visitor data
• Google requires you to say you are using Google Analytics
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COOKIES AND THE LAW
Directive 2009/136/EC
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WHO USES GOOGLE ANALYTICS?• Used by 57% of the top 10 000 websites
Source: trends.builtwith.com
• 8 of the top 10 universities in the world use GA
• 20 of 25 Swedish universities use GA
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WORDPRESS AND GOOGLE ANALYTICS
BASIC METRICS…DON’T JUST ASK HOW MANY VISITS WE GOT
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WHAT’S A METRIC?
A metric is a number
- A count
Page views
Visits
- A rate
Conversion rate
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• Goals• Bounces• Entrances• Exits• New visits• Page views• Time on page• Time on site• Visits
METRICS DIMENSIONS
• Browser• City• Continent• Domain• Keyword• Mobile• Page• Source
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Picture: RsMs, Flickr,
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THE VISIT
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VISIT, VISITS, VIEWS AND UNIQUE VISITORS
A visit – distinct entry and end, with several pages looked at
1 visit can include several page views
A unique visitor can make several visits during the same day
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VISITORS
A visit is a session on your website
- A page is landed on
- Cookie installed or activated
- Other pages looked at
- Exit or 30 mins elapse or the browser is closed
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PAGE VIEWS
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TIME ON SITE
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A QUICK DIGRESSION…
Sources: Not Quite the Average, Weinreich et al, 2008 Jakob Nielsen, useit.com
Users will read about 20% of the text on the average page
52% of visits were for less than 10 seconds
Website visit duration 2 minutes 34 seconds
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AVERAGES
Picture: Norte_it (Dario J Lagana, Flickr,
• Your website is not average,so don’t use average reports
• Just reporting averages will make it hard to show change
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VISITS ARE MISLEADING…
How many visits did our website get?
Jan – July 2011: 3 273 486 visits
…made by 769 752 people
587 881 of these people were from outside the organisation
481 551 visits were for more than 2 minutes and looked at 3+ pages
20% of the visitors only made 1 visit
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VISITOR SOURCE
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REFERRING WEBSITE
• Only referring sites
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BOUNCE RATE
Picture: Sean dreillinger, Flickr
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BOUNCE RATE• A visit which leaves after just one page…..
• A bounce rate of over 30% is worrying
’they came, they puked, they left’
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LOYALTY
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• Despite looking impressive, the visit metric is not that valuable by itself
• Metrics straight out of the box, cannot usually be actioned
- Too much noise….
SEGMENTS
…BECAUSE THERE’S NO SUCH THING AS AN AVERAGE WEBSITE OR AN AVERAGE VISITOR….
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Picture: victor_nuno, Flickr,
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INTERNATIONAL VISITORS…..
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REFINE YOUR DATA..
Segments could be:
• Visitors from Google
• International visitors
• Visitors from social media
• Visitors who read more than 3 pages of content
• Visitors who convert
• Visitors from mobile devices
Segments make metrics more effective by placing them into context
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INTERNATIONAL SEGMENT
Action: Continue to lever Facebook
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INTERNATIONAL SEGMENT
Action: Optimise landing pages
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KEY POINT
The application of a segment will give you more insights into your data
- Visitors who returned
- What content did they read?
- Visitors who came from search
- What pages did they land on first?
- Visitors who came from social media
- How long are they on the website?
- Do they convert?
CONVERSION
…WHAT DOES IT LOOK LIKE ON YOUR WEBSITE?...
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CONVERSIONS – GOALS AND SEGMENTS
Goal: Click on ’add to basket’
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CONVERSIONS
Types of conversion can include:
• Add more subscribers to a blog or newsletter
• Download a brochure
• Click on a Facebook share button
• Register for an event
• Make a purchase
Can be both micro or macro conversions
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WHERE DOES YOUR CONVERTING TRAFFIC COME FROM?
• Segment – International visitors from outside the European Union
Action: Maintain and develop content on sites sending converting traffic
IS YOUR CONTENT WORKING?….CONTENT IS KING….
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Word cloud created from keywords used to find website
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CONTENT PERFORMANCE
• Most viewed pages by International visitors to the website
CONTENT CHECKLIST
Sources
- Referring sites
- Keywords
- Visits
Landing Pages and Bounces
• Focusing on campaign and targeted traffic
Micro-conversions
ADVANCEDTRACKING…MEASURING OFFLINE, ONLINE
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OUTBOUND LINKSDOCUMENTS• Google Analytics will not automatically track:
- Documents
- Outbound links (exits from a link on your site)
• Tracking these, by using the ’events’ function will:
- Give true bounce rate
- Give intelligence on value of links
- Provide value of email, document etc links
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INBOUND LINKS• Track banner ads and other links to your site with URLs
containing unique tags
• Track links from brochures by using a unique URL which redirects to a URL you are tracking
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WHY?• Tracking banner ads and brochure links will enable you to
establish value
• 316 visits to the landing page• No conversion• Expensive
• 1 595 visits to the landing page• Bonus: approx. 2 % conversion• Cheap
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MEASURINGSOCIAL MEDIA…”HAVE WE GOT A FACEBOOK?”
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WHY?• Customer service
• Promotion
• Business intelligence
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SOCIAL MEDIA NEEDS PURPOSE1.Once we have a Facebook page, we’ll be able to…….
2. People will read our Facebook page, because it helps them to……..
3. After reading, we want Facebook page visitors to…..
4. …………., ……………., and …………….. will let people know we have a Facebook page
5. We will create ……. posts per month, with …….. In charge of editorial and ……….. In charge of analytics
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6. Sample posts, and their headlines, include…….
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FACEBOOK INSIGHTS
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Klout
Bit.ly (or other shorterner tool)
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Graph shows visits to the job description on our website:
Blue line is total visits to the job description.
Orange line is visits from social media.
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BLOG
Google analytics or similar
Wordpress comes with own analytics function
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YOUTUBE INSIGHTS
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MEASURING ’ENGAGEMENT’
Facebook:
- Friends is a crude measure
- Comments and type
- Views of tabs
- growth relative to peers/competitors
Twitter:
- @ and RTs
- amplification
Image: www.lumaxart.com
ROI OF SOCIAL MEDIA
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REPORTING
…ACTIONS, ACTIONS, ACTIONS
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REPORTING• Give insights
• Become an advocate for data based decisions
- Don’t wait to be asked
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KEY PERFORMANCE INDICATORS
Metrics that are used to help an organisation define and measure progress towards organisational goals
OR….
Measures that help you understand how you are doing
against your objectives
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Why are we online?
Visibility Lead Generation RecruitmentSo people know we exist Convert visitors into prospective students Send students to
studera.nuKey Performance Indicator:Visits from non-brand keywords and phrases
Key Performance Indicator:New visitor growth
Focusing on visits from:- Search- Referring sites- Target countries
Key Performance Indicator:Engagement on Facebook
Key Performance Indicator:Views of our most important content
Focusing on visits from:- Loyal visitors- Target countries- Search- Referring sites
Key Performance Indicator:Email contacts
Key Performance Indicator:Newsletter subscripton
Key Performance Indicator:Exits to studera.nu
Focusing on visits from:- Loyal visitors- Target countries- Search- Referring sites
Based on a model provided by Avinash Kaushik
BusinessGoal:
WHY?
Metrics:
Segments:
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TIME
During Jun – Aug 2011 our website received 3 274 visits from social media
- This is 50% more than the previous year
Placing data into the context of time makes it instantly more meaningful.
This is partly due to our investment in Facebook and Twitter
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WHY ARE YOU REPORTING?
Ask ’why’ or ’so what?’
We got 2000 visitors to the website last week.
So what?
This is a 25% increase from the same time last month – it’s due to the newcontent we commissioned and the distribution of it via Facebook
Or….
This is to be expected, as the summer holidays have ended
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WHAT HAPPENS TO YOUR REPORT?
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KILLER QUESTIONS…AND THE REPORTS THAT ANSWER THEM…
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ARE WE VISIBLE ON THE WEB?
• Traffic Sources report
Action: check referring sites and keywords in Google
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IS OUR CONTENT WORKING?• Landing Page report
Action: Optimise landing pages to reduce bounce rate
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SEARCH ENGINE OPTIMISATION
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WHICH SITES SEND US CONVERTING TRAFFIC?
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VISITOR PROFILEFor example, visitors from mobile devices:
Action: Check functionality of site on mobile devices and optimise for most used, Examine which content is most used (lesson plans in this example) and develop an app.
BENCHMARKING….IS HARD…
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GOOGLE TRENDS
REALITY CHECK…WAKE UP AND SMELL THE COFFEE…
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BECOMING A DATA EVANGELIST
Understand why you have a website
Know what the conversion points are
Measure the hell out of it
Analyse your data
Action and report your date – don’t wait to be asked
Advocate your data
Repeat
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Conversion University – Google
Occam’s Razor by Avinash Kaushik
Measuring Success by Brian Clifton
Trending Upwards by Shelby Thayer
Universityusability by John Wedderburn
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