Agenda
• Survey results – analytics use in Swedish Higher Education. 10 minutes
• Presentation. 15 minutes
• Discussion –
Best Practice?
Benchmarking network. 30 minutes
Benchmarking Network - Sharing data
• We create a network to share benchmarking data – subgroup of SUNIWEB
• Place our work into context– Evaluate our own efforts
– Help management
– Identify areas we can develop
– Share best practice
– Raise general quality of our websites
– Validate our own GA data
Survey of Swedish Higher Education
• 51 invitations, 25 responses
8 of the top 10 THES universities use Google Analytics
- % Conversion
- % Exits
Analytics
”If we don’t measure it, we can’t manage it”
- Return on investment
- Our value as webmasters,editors,marketeers
- The importance of our websites
Analytics
Measurement, collection, analysis and reporting of Internet data for the purposes of understanding and optimising website usage.
- visitors journey on the website
- conversions
- benchmarking against KPIs
Visits and Views
Visitors
• Unique visitors are not people– Problems with cookies
Visits
So What?
Goals
• Goal setting function – give it a value
• Goals– Make an application/exit to studera.nu
– Fill out a form
– Make an enquiry
– Download a pdf
– Consume and share news
– Downloads of research papers
– Successful searches
PDF Download
External Sites
Success of offsite/offline activities
• Marketing– Search Engine Marketing, adwords
– Banner advertising
– Offline advertising
– Social networking marketing
• Vanity URLs• www.lu.se/uniquename
• Redirect
• http://www.lu.se/o.o.i.s/10900?utm_source=Brochure&utm_medium=PDF&utm_campaign=Autumn09
Improving Our Content
• Performance of landing pages
• Effect of SEO
• Consequences of navigation and page layout
Landing Page Performance
Keywords - SEO
News
• Time on page
• Views
• Location of visitors
• % from search
• Conversions from news
• Sharing of news – social bookmarking
What Should We Report
• Views
• Visits
• Completed goals
• Success of marketing activities
Setting up your account/profiles
• Set up is important
Benchmarking Network
• Best Practice– What should we measure?– Which goals are relevant?– What, and why, should we report?– How can we improve content?
• Benchmarking - Could we share data?– Unique views/visits– Page views– % from search– Landing page bounce rates
– Validation of data, evaluation of our own efforts– Confidentiality – personal data, adwords, hacks, strategy?
• Size of the website
• Time period
• Cookies