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Learn how using analytics can help you make better decisions and deliver higher ROI for your college’s website. Percussion Software will cover five easy ways to start using web analytics to increase your college’s student engagement and ultimately drive enrollment. Learn more here: http://www.percussion.com/edu
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© 2014 PERCUSSION SOFTWARE, INC 1#TACCM14
Web Analytics: Defining & Driving Key Performance Indicators for Your Website’s Success
Alexis Karlin
Percussion Software, Inc.
#TACCM14© 2014 PERCUSSION SOFTWARE, INC 2
Getting to know you…
8+ Years Web Analytics Experience
Web Developer
Web Producer
Digital Marketing Specialist
Digital Marketing & Operations Manager
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Percussion Software
Percussion Software makes it easy and affordable for higher education to create, publish, and share content that drives web traffic, engages visitors, and looks great on any device.
www.percussion.com
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Web Analytics & Marketing Glossary
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Today’s Agenda…
WhyVision
HowTactics
WhatStrategy
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Today’s Agenda…
WhyVision
HowTactics
WhatStrategy
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How Many of You Use Any Type of ANALYTICS to Measure Your Website’s
Success?
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How many of you can ACCURATELY connect your Website Analytics with
Development and Admissions?
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How Many of You Have Proposed a Marketing Project and Were
Unsuccessful due to Lack of DATA?
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Today’s Agenda…
WhyVision
HowTactics
WhatStrategy
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Key Performance Indicators are quantifiable measurements, agreed to
beforehand, that reflect the critical success factors of an organization.
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Common KPIs
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Common Web Traffic Metrics
• Overall number of visits
• Unique visitors
• Daily visitation volume
• Share of total site traffic
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Common Web Engagement Metrics
• Within a single session– Number of pages viewed
– Total time spent – Time spent per page
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Common Relevancy Metrics
• Bounce rate
• Page-one drop off rate
• Read-through rate
• Search engine ranking***
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Common Social Media Metrics
• Social media referrals
• Social shares
• Conversions from Social Media
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Conversions
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Common Conversion Metrics
• Conversions from Calls to Action
• Form completion
• Enrollment
• Registrations to attend Campus Visits
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KPIS
METRICS & MEASUREMENT
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What’s Important to
Your School?
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Brand Awareness
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Retention
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Student Enrollment
Web Traffic– Unique visitors
Engagement/Relevancy– Pages per visit
• The Google Benchmark is 4.5
Social Media– Social Shares
– Enrollment from social media
Conversions– Completed forms from calls-to-action
– Enrollment
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Alumni Donations
Web Traffic– Return visitors
– Share of total site traffic
Relevancy– Time on page
• The Google Benchmark is 5 mins 23 secs
Conversions– Donations
– Alumni event registration
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Brand Awareness
Web Traffic– Bounce rate
• Average bounce rate is 45%. The lowest bounce rate was 30%.
– Overall number of visits
Engagement– Number of pages viewed
Social Media– Social media referrals
Relevancy– Page-one drop off rate
– Read-through rate
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Retention
Engagement– In particular areas of your website
– Bounce rate on mobile
Social– Students communicating experiences
– Returning referrals
Offline– Are they calling with questions they
could have found on the website
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Recommendations for Building a Case
•Report Monthly
•Measure Weekly– Canary in the coal mine
•Remember to translate the data
•Always tie your data back to your original goals
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Sample Reports
October November December January February March-1
1,000
2,000
3,000
4,000
5,000
6,000 -9% 10% -8%-26% 39% 16% -2%
Absolute Unique Visitors
October November December January February March -
500
1,000
1,500
2,000
2,500
3,000
2,345 2,223
1,798
2,339 2,311 2,601
Visits from Search
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Additional Sample Reports
October November December January February March-5% -6%
-57%
3%
23%
6%
Direct Traffic
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Final Tips & Tricks
•Don’t be afraid of data…
•Embrace the data it will help you in the long run
•Educate those in your institution about how the web always relates to what they do
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Web Analytics Workshop
Working Session
•Perfecting Your KPIs
•Creating monthly reports
•Tips for finding the “canary in the coal mine”
Learn more:
www.percussion.com/edu - Alexis_Karlin@percussion.com
781.835.1226
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See you tonight!
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Any questions…
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