ANALYZING YOUR RESULTS Kelley Jarrett, Market Manager – Design

Billy Stephens, Account Manager – Design

Measuring performance and learning from your audiences behaviors and feedback.

R E V I S I T B E N C H M A R K S

• Revisit what SUCCESS means to you - Site engagement? - Site Satisfaction? - Site stickiness? - Brand Awareness?

• Consolidate and Remember Benchmarks - Last year’s annual online donations were ??? And worth % of total? - ???% of my supporters are involved in my online community - My average website satisfaction is at 6 out of 10 (survey) - The average time on our site last year was x minutes

• Plan to link EVERY new measurement back to KEY success metric

HOW CAN I GET STARTED?

P L A N Y O U R M E A S U R E M E N T S T R AT E G Y

Usability User Analysis Analytics

ANALYSIS OPTIONS - QUANTITATIVE

ANALYSIS OPTIONS - QUALITATIVE

Survey Poll Live Usability Monitoring Social Monitoring

Remember, EVERY tracked trend should link back to your key goals and what success means to you Figure out WHAT is valuable and track it

Figure out WHO is important and track them

Assess WHY important visitors do valuable things

Extrapolate HOW success is being measured

Determine WHEN to adapt your site to meet market trends

Meet your users WHERE they are already searching, consuming, interacting

Rinse and Repeat – there is no finish line.

PRIORITIZE YOUR GOALS

L E T ’ S F O C U S O N G O O G L E A N A LY T I C S …

Measuring impact and mission fulfillment “Is my site helping people understand the issue of hunger in America” “Do people actually like my blog post on NetWits ThinkTank?”

“Micro” tracking on an individual basis

Providing unlimited organizational resources to interrupt virtually unlimited data

CMS-specific considerations

Log File Analysis

is… Free, hosted web analytics tool Shows how visitors find and use your site Tracks performance of keywords, ads, referring sites Provides numerous tools and reports to analyze site Extremely scalable – tools for novice to expert users

is not…

GOOGLE ANALYTICS

Add JavaScript to bottom of layout or template in BBNC, or use global administrative option

Anonymous

No personally identifiable information is collected Data not accessible to staff or 3rd parties

Caveats

Like everything else on the Internet, requires users accept cookies If user disables JavaScript, neither Google Analytics nor BBNC will work No reporting tool is 100% accurate – focus on trends and statistics

GOOGLE ANALYTICS – HOW IT WORKS

GOOGLE ANALYTICS OVERVIEW

5 G O O G L E A N A LY T I C S R E P O R T S E V E RY N O N P R O F I T S H O U L D K N O W

What is it? •  Traffic – visits, pageviews, pageviews

per visit, bounce rate, average time spent on site, and percentage of new visits.

•  Referrals – Where people are coming from

•  Top Content – most viewed •  Keywords – most commonly used

search terms

What to do with? – •  Change the date range filter to include “Past Comparison” to show YOY •  Google defaults to the most recent month’s worth of data – increase to 3

months for better trends to survey peaks and valleys of traffic •  Peaks will showy what draws traffic – is it your e-newsletters or events? •  Use those pages to pull traffic to other areas on the site.

•  Click datapoints to add notes – “May eNews Sent” •  Use email scheduling to send a PDF of this report to key staff each month

GOOGLE ANALYTICS DASHBOARD

What is it? •  View the most or least viewed

webpages •  Presents an overview of

important data - unique views, exit rates, and bounce rates.

What to do with? – •  Ensure the most viewed pages include clear calls to action

•  Especially on pages with the highest exit rates: subscribe, register, donate, event registration, surveys.

•  For bounce rates over 65%, review each page’s entrance point •  Analyze and test how content, keywords or placement could improve rate

•  For least viewed pages, consider deleting, moving, promoting or linking. •  Sort by highest exit rate with an advanced filter for those viewed more than 10% of

total pageviews •  Shows pages in need of calls to action. •  These are often confirmation pages, and ideal for further engagement.

TOP CONTENT

What is it? – Shows details of how users are finding your website •  Direct links (bookmarks, email) •  Referral Links (sites and social) •  Search Engines

What to do with it? •  Direct – shows which Friendly URLs (eg; url.org/friendlyname) users access the

site using. When used specifically with offline campaigns, appeals or ads we can use as a source metric. Longer, hard-URLs, with high return rates suggest webpages that have been favorites or found from emails.

•  Referral – shows which sites users come from •  High referral page bounce rates = content adjustments needed. •  Partnership opps •  Social sites most used – opp for future campaigns.

•  Search engines – will help determine additional keyword usage and/or engine optimization in order to rank higher SEO

SOURCE REPORT

What is it? Provides top search terms used to find your website.

What to do with it? •  Learn how people are finding your website •  Understand what language they use to describe your issue and program(s), •  Determine if they are finding the content you want them to find with the keywords. With this knowledge, you can: •  Adjust keyword usage on pages you’d like ranked higher. •  Adjust your Page Title, Page Description, Headers , and first content paragraph,

to include successful keywords. •  Adjust your social monitoring activity to include successful keywords

KEYWORDS REPORT

What is it? – Uses Google algorithms to determine when something significant has occurred on your website. •  Peak in website visitors •  Page content average views change •  Average time spent on site increases •  Change in Source percentages

What to do with it? •  Turn it on under the “My Customizations” to be alerted via email when Google

determines a significant change has occurred. •  When you receive an alert, find the reason it’s happening and do it again! •  If there’s a peak in website visitors – try to tack it to an action. If you can’t, note

the time or external factors that may affect it.

INTELLIGENCE ALERTS

GOOGLE ANALYTICS TAKEAWAY

Implement in less than 30 minutes! Create free Google Analytics Account Insert code into your CMS

Schedule 1 hour a month to review Schedule the GA Overview to be emailed to all staff monthly Use Annotations to find out what YOU’RE doing to impact results Track priority metrics Use metrics to test and make changes!

Basics (Google Analytics)

Transactional Data (GA Goals & CRM Data)

Influencing Factors (Organizational Data)

•  Unique visitors •  Page visits •  Pages per visit •  Length of visit •  New vs. Returning Visitors •  Traffic Sources: Direct,

Referring or Search •  Visits by days of week,

month and hours of day •  Bounce Rate

•  New User Registrations •  Profile Updates •  eCommunications Updates •  Interest Updates •  Donations •  Event Registrations •  Form Submission

•  Email Appeals •  Newsletters •  Press releases •  News articles •  Events

GOOGLE ANALYTICS TAKEAWAY

Tracking the Basics – Use a Microsoft® Excel® spreadsheet to keep track off monthly and quarterly important data, including:

USEFUL RESOURCES

q  Forums – Discuss with others what works, what does not -  WebmasterWorld.com -  HighRankings.com -  SearchEngineWatch.com

q  Conversion University -  http://www.google.com/support/conversionuniversity/?hl=en

q  Google Analytics YouTube Channel -  http://www.youtube.com/googleanalytics