Use Google Analytics to Improve Your Website & Attract More Members

  • Published on
    08-Apr-2017

  • View
    985

  • Download
    1

Transcript

US Call in #: +1 (646) 307-1716CANADA Call in #: 1 (647) 497-9389Access Code: 984-070-797Use Google Analytics to Improve Your Website & Attract More MembersFeature Presenter: Eric Squair (Data Habits)Thursday, September 17th, 20153:00 4:00 PM (ET)Build. Connect. Grow. Membership & more.@wildapricot #webinarchat@DataHabitsLearn best practices for your industryGain real life takeaways that you can implement today!We often to forget the most obvious question and it is important to start by asking some key questions. Some baseline information is needed to provide a framework for making decisions during the planning and execution phases.Without knowing why, how will you know if your event was a success?Additionally: Not only do you need the answers to these questions, you need to ensure that all stakeholders are in agreement with the answers. Solve this challenge by asking the same questions of your organizations senior management as well as volunteer leaders to ensure you come to a unified answer. It is acceptable to have multiple goals or priorities as long as they are not in conflict with each other and everyone is aware.wildapricot.comLori SmithSmiley ApricotCommunity ManagerTerry IbeleApricot-in-trainingDigital CoordinatorMeet the Apricots@wildapricot #webinarchat@DataHabitsUS Call in #: +1 (646) 307-1716CANADA Call in #: 1 (647) 497-9389Access Code: 984-070-797Learn best practices for your industryGain real life takeaways that you can implement today!We often to forget the most obvious question and it is important to start by asking some key questions. Some baseline information is needed to provide a framework for making decisions during the planning and execution phases.Without knowing why, how will you know if your event was a success?Additionally: Not only do you need the answers to these questions, you need to ensure that all stakeholders are in agreement with the answers. Solve this challenge by asking the same questions of your organizations senior management as well as volunteer leaders to ensure you come to a unified answer. It is acceptable to have multiple goals or priorities as long as they are not in conflict with each other and everyone is aware.wildapricot.comEarn CAE Credits!@wildapricot #webinarchat@DataHabitsUS Call in #: +1 (646) 307-1716CANADA Call in #: 1 (647) 497-9389Access Code: 984-070-797Learn best practices for your industryGain real life takeaways that you can implement today!We often to forget the most obvious question and it is important to start by asking some key questions. Some baseline information is needed to provide a framework for making decisions during the planning and execution phases.Without knowing why, how will you know if your event was a success?Additionally: Not only do you need the answers to these questions, you need to ensure that all stakeholders are in agreement with the answers. Solve this challenge by asking the same questions of your organizations senior management as well as volunteer leaders to ensure you come to a unified answer. It is acceptable to have multiple goals or priorities as long as they are not in conflict with each other and everyone is aware.wildapricot.comWe are recording this webinarYes! We will be sharing the recording of this webinar with you in a follow up email sent out tomorrow. You can also find this recording, along with announcements of upcoming expert webinars on our website: wildapricot.com/community/expert-webinar-seriesUS Call in #: CANADA Call in #:Access Code: @wildapricot #webinarchat@webbrightwildapricot.comOur Presenter Today: Eric Squair, Data HabitsEric Squair helps clients make smarter decisions about their online work. One of his favourite ways to do this is by teaching people how to use the powerful website measurement tool Google Analytics.He has over a decade of experience working at nonprofits and as an independent consultant with organizations such as Greenpeace, Amnesty International and several political campaigns. Currently he offers workshops, coaching and consulting on web analytics to nonprofits and independent businesses. You can find Eric online at datahabits.comUS Call in #: +1 (646) 307-1716CANADA Call in #: 1 (647) 497-9389Access Code: 984-070-797wildapricot.comSeptember 2015Eric Squair | eric@datahabits.comMeasuring Your Wild Apricot Site with Google AnalyticsThanks for inviting me, Dont worry about writing everything down, you will be emailed these notes after the session.Google Analytics for Wild Apricot| DataHabits.com/WildApricotGoogle AnalyticsThis is how Google Analytics makes most of us feel: were not even really sure what were looking for, but we know this is a cool tool and we want to understand how to get useful, actionable information out of it.Google AnalyticsHere are your responses to the question: what do you want out of this session?I can help the first three responses, email me at eric@datahabits.com if you have very specific questions about your results.Google Analytics for Wild Apricot | DataHabits.com/WildApricotGoogle Analytics, simplifiedThis is where we want to get to: a simple report that shows us what we are doing to generate new members. I can show you how to get this information from Google Analytics with two simple techniques: well cover the first technique today in detail, and explain the basics of the second technique. You will be able to tell whats generating new member signups, email signups, downloads, donations.Google Analytics for Wild Apricot | DataHabits.com/wildapricotTodays Session1. What is Google Analytics?2. Technique 1: Set Goals3. Technique 2: Track your outreach4. The most important report in Google AnalyticsThis is what were going to cover in the next 40 minutes. Well look at what Google Analytics is and isnt, and then look at two very key techniques that will make Google Analytics much easier to use and much more powerful. Well finish by looking at what kind of powerful data these two techniques will generate, and how they will take your use of Google Analytics - and your social media - to the next level.Google Analytics for Wild Apricot | DataHabits.com/WildApricotA web-based tool that records (anonymously) visits to your websiteGoogle Analytics is...Web-based means you log in to a website to see your site data.Anonymous recording means that each person is tracked in detail, BUT there is no particular identifying details attached: you cant find out names, email addresses or any other identifying information.Visits to your website means any time someone comes to one page or more of your site. All kinds of data is recorded: browser used, operating system, all pages visited, previous site, search terms used to find your site, even if you have visited the site in the past few months.Analytics helps you see how and why people are visiting your site, so you can improve your sites appeal to your audience.Google Analytics for Wild Apricot | DataHabits.com/wildapricotSome code you place on your websiteGoogle Analytics is...This is the second important part: some code you place on your website. Note:- It needs to be the right code!- You need to place it on anything you want to track: you cant put it on a PDF or on your Facebook fan page, so those things cant be thoroughly tracked like your website.- It is tracking your website (not your Facebook page or your twitter feed) so it assumes your website is where the important stuff happens- donations, signups, advocacy actions.Put tracking code at Settings > Site > Global JavascriptStep-by-step instructions at datahabits.com/WildApricotHow to Set up Google AnalyticsThis is the second important part: some code you place on your website. See Step-by-step instructions at DataHabits.com/WildApricot Note:- It needs to be the right code: Google Analytics has been upgraded in the past 2 years: its best to check its the same code in your account as the one on your site.- You need to place it on anything you want to track: you cant put it on a PDF or on your Facebook fan page, so those things cant be thoroughly tracked like your website.- It is tracking your website (not your Facebook page or your twitter feed) so it assumes your website is where the important stuff happens- donations, signups, advocacy actions.Technique 1: Set GoalsSome definition of success for your site. Successful completion of a goal is a conversionA goal is completed any time somebody does something on your website that you really want them to do: join your organization, donate, subscribe to an email newsletter, download a report, buy something, etc.CHAT: What goals can you think of for your website??How To Track GoalsEasiest when you have a finish lineHow do we set up goals in Google Analytics to track conversions?The easiest to track is when you have a confirmation page, often a thank you for signing up / donating / downloading page that shows ONLY to people who have converted. In this case, for a free membership signup, you end up at a page at the addressDataHabits.com/Sys/ProfileThis URL is only shown the very first time you sign up: every time after that a Membership ID is attached to the URL.We are going to use this to record when people see this registration confirmation page in Google Analytics. The Finish Linedatahabits.WildApricot.org/Sys/ProfileWith Wild Apricot sites, for a free membership you end up at the page your site.com/Sys/ProfileFor a paid membership, you end up at yoursite.com/Sys/Profile/FinancesNext we make sure that Google Analytics records a signup every time someone sees one of these exact pages.We go to Admin > Goals > New Goal > Destination Goal > and enter the URL we want to track in the form field.See step-by-step instructions at DataHabits.com/WildApricotDestination Goal = Finish LineAdmin > Goals > + NEW GOAL > Destination With Wild Apricot sites, for a free membership you end up at the page your site.com/Sys/ProfileFor a paid membership, you end up at yoursite.com/Sys/Profile/FinancesNext we make sure that Google Analytics records a signup every time someone sees one of these exact pages.We go to Admin > Goals > New Goal > Destination Goal > and enter the URL we want to track in the form field.See step-by-step instructions at DataHabits.com/WildApricotConversions Dashboardbit.ly/gaconversiondashHeres a dashboard to show you your source of signups (once you set up goals for your site): http://bit.ly/gaconversiondashNote that you will have to have set up a goal in Google Analytics to see any data in this dashboard!Technique 2: Track OutreachAdd some information to each link you send out, telling Analytics who is clickingGoogle Analytics for Wild Apricot | DataHabits.com/wildapricotYou add information to each link you send out, and this tells Google Analytics exactly who is clicking on which links to come to your website.Otherwise, Google Analytics has no way of knowing if the traffic from Facebook is from an ad, a promoted post or a simple social update.This technique of adding tracking information to each link is called campaign taggingCampaigns ReportAvailable under Acquisitions > CampaignsThis is what were after: data that shows us exactly whats contributing to our online efforts and whats not. Once were tracking conversions and tagging every link we send out, we can see what were doing thats resulting in new memberships, signups and advocacy actions.Its the key to and moving beyond simply measuring how many likes and followers we have and into tracking the value of our digital marketing to our organization.The Key Reporthttp://bit.ly/mostimportantreportConversions > Goals > Overview > By Source / MediumThis is the most important report you can get in Google Analytics. It tells you where your conversions are coming from, and whats driving them.Now you know whether all that time spent posting to Facebook, or Twitter or running ads is working for you.You cant get this information any other way!Google Analytics for Wild Apricot | DataHabits.com/learnWhat we covered:1. What is Google Analytics?2. Technique 1: Set Goals to track conversions3. Technique 2: Track your outreach with campaign tagging4. Measure conversions from outreachHeres what we covered today.Google Analytics for Wild Apricot | DataHabits.com/learnResources specific to Wild Apricot websites: DataHabits.com/wildapricotIncludes free tutorials on how to make sense of Google AnalyticsI have created free Google Analytics tutorials that cover everything we discussed today, broken down into step-by-step instructions. You learn how to set up goals in Google Analytics, how to use campaign tagging consistently and how to view segments of your audience to generate insights.You can sign up to receive them at DataHabits.comQuestions?datahabits.com/wildapricotTwitter: @DataHabitseric@datahabits.comPlease email me with any questions you have about what we covered today.We have recorded this webinar and will be sharing it with you. Build. Connect. Grow. Membership & more.You can also find this recording on our website: www.wildapricot.com/community/expert-webinar-seriesTHANK YOU!@wildapricot #webinarchat@webbrightwildapricot.comSign up for our Mini-Course!wildapricot.comSign up for a demo with Wild Apricot!In this demo, you will learn how to:add and/or import contacts to your membership databasecreate and modify membership levels, fees and renewal policiesmanage events using the events modulecompose and sendout email blasts to different member groupsmanage your finances...plus get all your questions answered on the spot.A Live Demo with MilanWild Apricot Technology ConsultantNext Demo: Friday, September 18th at Noon (ET) Register here: wildapricot.com/wild-apricot-demo-registrationwildapricot.comBuild. Connect. Grow. Membership & more.Thank you for participating in our webinar.www.wildapricot.com Try our free 30 day trial risk free!Rated #1 in Capterras Top Membership Management Software three years in a row.wildapricot.comLearn best practices for your industryGain real life takeaways that you can implement today!We often to forget the most obvious question and it is important to start by asking some key questions. Some baseline information is needed to provide a framework for making decisions during the planning and execution phases.Without knowing why, how will you know if your event was a success?Additionally: Not only do you need the answers to these questions, you need to ensure that all stakeholders are in agreement with the answers. Solve this challenge by asking the same questions of your organizations senior management as well as volunteer leaders to ensure you come to a unified answer. It is acceptable to have multiple goals or priorities as long as they are not in conflict with each other and everyone is aware.wildapricot.comLearn best practices for your industryGain real life takeaways that you can implement today!We often to forget the most obvious question and it is important to start by asking some key questions. Some baseline information is needed to provide a framework for making decisions during the planning and execution phases.Without knowing why, how will you know if your event was a success?Additionally: Not only do you need the answers to these questions, you need to ensure that all stakeholders are in agreement with the answers. Solve this challenge by asking the same questions of your organizations senior management as well as volunteer leaders to ensure you come to a unified answer. It is acceptable to have multiple goals or priorities as long as they are not in conflict with each other and everyone is aware.wildapricot.comLearn best practices for your industryGain real life takeaways that you can implement today!We often to forget the most obvious question and it is important to start by asking some key questions. Some baseline information is needed to provide a framework for making decisions during the planning and execution phases.Without knowing why, how will you know if your event was a success?Additionally: Not only do you need the answers to these questions, you need to ensure that all stakeholders are in agreement with the answers. Solve this challenge by asking the same questions of your organizations senior management as well as volunteer leaders to ensure you come to a unified answer. It is acceptable to have multiple goals or priorities as long as they are not in conflict with each other and everyone is aware.wildapricot.comwildapricot.comwildapricot.comThanks for inviting me, Dont worry about writing everything down, you will be emailed these notes after the session.This is how Google Analytics makes most of us feel: were not even really sure what were looking for, but we know this is a cool tool and we want to understand how to get useful, actionable information out of it.Here are your responses to the question: what do you want out of this session?I can help the first three responses, email me at eric@datahabits.com if you have very specific questions about your results.This is where we want to get to: a simple report that shows us what we are doing to generate new members. I can show you how to get this information from Google Analytics with two simple techniques: well cover the first technique today in detail, and explain the basics of the second technique. You will be able to tell whats generating new member signups, email signups, downloads, donations.This is what were going to cover in the next 40 minutes. Well look at what Google Analytics is and isnt, and then look at two very key techniques that will make Google Analytics much easier to use and much more powerful. Well finish by looking at what kind of powerful data these two techniques will generate, and how they will take your use of Google Analytics - and your social media - to the next level.Web-based means you log in to a website to see your site data.Anonymous recording means that each person is tracked in detail, BUT there is no particular identifying details attached: you cant find out names, email addresses or any other identifying information.Visits to your website means any time someone comes to one page or more of your site. All kinds of data is recorded: browser used, operating system, all pages visited, previous site, search terms used to find your site, even if you have visited the site in the past few months.Analytics helps you see how and why people are visiting your site, so you can improve your sites appeal to your audience.This is the second important part: some code you place on your website. Note:- It needs to be the right code!- You need to place it on anything you want to track: you cant put it on a PDF or on your Facebook fan page, so those things cant be thoroughly tracked like your website.- It is tracking your website (not your Facebook page or your twitter feed) so it assumes your website is where the important stuff happens- donations, signups, advocacy actions.This is the second important part: some code you place on your website. See Step-by-step instructions at DataHabits.com/WildApricot Note:- It needs to be the right code: Google Analytics has been upgraded in the past 2 years: its best to check its the same code in your account as the one on your site.- You need to place it on anything you want to track: you cant put it on a PDF or on your Facebook fan page, so those things cant be thoroughly tracked like your website.- It is tracking your website (not your Facebook page or your twitter feed) so it assumes your website is where the important stuff happens- donations, signups, advocacy actions.A goal is completed any time somebody does something on your website that you really want them to do: join your organization, donate, subscribe to an email newsletter, download a report, buy something, etc.CHAT: What goals can you think of for your website??How do we set up goals in Google Analytics to track conversions?The easiest to track is when you have a confirmation page, often a thank you for signing up / donating / downloading page that shows ONLY to people who have converted. In this case, for a free membership signup, you end up at a page at the addressDataHabits.com/Sys/ProfileThis URL is only shown the very first time you sign up: every time after that a Membership ID is attached to the URL.We are going to use this to record when people see this registration confirmation page in Google Analytics. With Wild Apricot sites, for a free membership you end up at the page your site.com/Sys/ProfileFor a paid membership, you end up at yoursite.com/Sys/Profile/FinancesNext we make sure that Google Analytics records a signup every time someone sees one of these exact pages.We go to Admin > Goals > New Goal > Destination Goal > and enter the URL we want to track in the form field.See step-by-step instructions at DataHabits.com/WildApricotWith Wild Apricot sites, for a free membership you end up at the page your site.com/Sys/ProfileFor a paid membership, you end up at yoursite.com/Sys/Profile/FinancesNext we make sure that Google Analytics records a signup every time someone sees one of these exact pages.We go to Admin > Goals > New Goal > Destination Goal > and enter the URL we want to track in the form field.See step-by-step instructions at DataHabits.com/WildApricotHeres a dashboard to show you your source of signups (once you set up goals for your site): http://bit.ly/gaconversiondashNote that you will have to have set up a goal in Google Analytics to see any data in this dashboard!You add information to each link you send out, and this tells Google Analytics exactly who is clicking on which links to come to your website.Otherwise, Google Analytics has no way of knowing if the traffic from Facebook is from an ad, a promoted post or a simple social update.This technique of adding tracking information to each link is called campaign taggingThis is what were after: data that shows us exactly whats contributing to our online efforts and whats not. Once were tracking conversions and tagging every link we send out, we can see what were doing thats resulting in new memberships, signups and advocacy actions.Its the key to and moving beyond simply measuring how many likes and followers we have and into tracking the value of our digital marketing to our organization.This is the most important report you can get in Google Analytics. It tells you where your conversions are coming from, and whats driving them.Now you know whether all that time spent posting to Facebook, or Twitter or running ads is working for you.You cant get this information any other way!Heres what we covered today.I have created free Google Analytics tutorials that cover everything we discussed today, broken down into step-by-step instructions. You learn how to set up goals in Google Analytics, how to use campaign tagging consistently and how to view segments of your audience to generate insights.You can sign up to receive them at DataHabits.comPlease email me with any questions you have about what we covered today.wildapricot.comwildapricot.comwildapricot.comwildapricot.com