Higher Ed Boot Camp: Google Analytics for NetCommunity

Margo Anderson, Client Manager | Page #1 © 2010 Blackbaud

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© 2008 Blackbaud

Intro to Google Analytics

Margo Anderson – Internet Solutions Client Manager

http://www.gorillafund.org/index.php


Remove distractions from your environment

Close mail or other programs you may have opened other

than Live Meeting

Respond to the polls and questions

Raise your hand electronically to ask a question

Mute your phone

“Netiquette”


Today’s Session Agenda

Introductions

Review the Google Analytics interface

Methods to improve GA stats

Provide practical examples

Review benchmarking datasheet


About the Host

Margo Anderson

Internet Solutions Client Manager Manager of Blackbaud’s internet solutions

service bureau offering (Data Management

Services for Internet Solutions)

Passionate about online fundraising

and email marketing

5 years of experience working with

Blackbaud NetCommunity

Loves the outdoors!


Who uses Google Analytics Today?

Use your voting buttons!


Google Analytics – what is it?

Free, hosted web analytics tool

Shows how visitors find and use your site

Tracks performance of key words, ads, referring sites

Provides LOTS of tools and reports to analyze site

Scalable – novice to expert use


How it Works

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, Google

Analytics will not work

No reporting tool is 100% accurate –

focus on trends and statistics


How to add to BBNC

Version 6.15

Administration > Sites > Select Site > Add Script


Why Is This Cool?

Understand Users and Behavior

Interpret and Analyze

Data

Make Better Decisions


Google Analytics User Interface


Google Analytics Dashboard




Segments



Visits: number of times

someone interacted with your

website


Adding Annotations



Pageviews: how many pages

were viewed during those visits



Page/Visit: average number of

pages viewed during each visit



Bounce Rate: the percentage

of those visits in which the

person instantly left your site



Avg. Time on Site: how long

people stayed on your site



New Visits: how many visits

were from people who visited

your site for the first time



New Visits: how many visits

were from people who visited

your site for the first time



Number of visitors

(both old and new)



Map of where

(geographically) are your

visitors coming from



Traffic Source: Where (on the

web) are you visitors coming from



Specifies the top five most

viewed content pages over the

time period you're looking at


Top Content Pages


Demonstration


How to Improve Stats


Bounce Rate

Understanding Bounce Rate –A general guide to the bounce rate percentage is

below:

30% is considered normal and no action is needed.

50% means you should consider reviewing data further and make

appropriate changes to page

70% means the page is not retaining visitors and something must be

changed.

How to Reduce Bounce Rate

1. Make sure keywords are relevant to the content

2. Create reader-friendly content

3. Place your call to action close to the top

4. Update your content

5. Have clear navigation


Site Visits

How to Increase Site Visits

Provide quality and relevant content

Improve search engine ranking

Get linked

Good email campaign

Put web address on everything!


Pop Quiz


A Few Examples – Pop Quiz

High traffic + high bounce rate =

High returning + low new =

High direct links + low referring links =

Specific keyword + high bounce rate =

Internal search keywords =

Site overlay =

no clear “call to action”

increase acquisition efforts

poor SEO / affiliate traffic

increase content quality

what visitors are looking for

literally see what is / is not

working


Benchmarking


Benchmarking Worksheet

Monthly Basis

Track

Web Stats

Email Stats

Online Transaction

User Logins and Online

Community usage


Benchmarking Worksheet

Understanding the Basics

What are your prime hours, days of week, and days of the month for

visitor usage?

How many unique visitors, how often do they visit, for how long?

What are the most viewed pages? Are they consistently most

viewed or do they change weekly or monthly?

What are the least viewed pages? Consider revising, re-marketing

or removing.

What search engines are most used, keywords searched, browsers

being used?


Questions?


A Word From Our SponsorsDMS for Internet Solutions allows nonprofits with our Internet products to offload recurring, ongoing functions

associated with web/email management and day-to-day operations.

Data Services Email Management

Assistance in processing Blackbaud

NetCommunity transactions within The Raiser’s

Edge.

Configuring The Raiser’s Edge to support new

Blackbaud NetCommunity parts

Reporting and List Generation Services

Segmentation and list preparation

Split testing

Copy editing (including conditional email

content)

Email template development

Email testing

Opt-out and Bounce management

Content Management Online Strategic Oversight

Copy editing

Create new pages and templates

Configure and style Blackbaud NetCommunity

parts

Maintain and update information architecture

Refresh content and images (i.e., replace

expired content)

Share Blackbaud NetCommunity best practices

in relation to the organization’s audience and

organizational priorities

Provide quarterly updates of internet trends

and evolving technologies that impact the

organization’s business objectives

Maintain web presence on the leading-edge of

solution functionality

Distribute monthly analytics reports of relevant

web and email metrics


Resources

Conversion University

http://www.google.com/support/conversionuniversity/?hl=en

Google Analytics YouTube Channel

http://www.youtube.com/googleanalytics

http://www.google.com/support/conversionuniversity/?hl=en

http://www.youtube.com/googleanalytics

Documents

Higher Ed Boot Camp: Google Analytics for NetCommunity