Upload
avis-harper
View
221
Download
0
Tags:
Embed Size (px)
Citation preview
http://www.google.com/analytics/
Which account should be used?
Upon signing in, you will see a page that lists all the separate analytics accounts.
New agency accounts have been created by Mass.gov team to facilitate adoption.
“Stock” accounts will help ITD team address user issues since all accounts are
set up identically.
Intended for new users to familiarize themselves with the tool; advanced
users can customize accounts.
Data has been scrubbed to eliminate internal IP addresses; short timeframe,
but most representative of public visits. (Need ~3 months for useful data set.
Longer timeframes smooth out anomalies.)
(If looking for “/portal” page data, use lower Mass.gov folder “All Sites Cleaned” link.)
Analytics home page (EOPSS)
New accounts created on May 22.
Guide can be used with pre-existing accounts to help
mine legacy data.
4
Expanded “Content”
menu contains “In-Page
Analytics” button
(Click on “Public Safety”
banner if you see 404 Error page.)
Accessing In-Page Analytics (default view)
Click arrows to collapse top menu
5
In-Page Analytics (collapsed view)Drill down for specific agency site detail
6
Content Drill Down (DPS)
Indicates link of interest“below the fold”
15% of page visitors click on “DPS License
Lookup” link
7
Content Drill Down (DPS Licenses & Permits)
10% of page visitors click on this link for
license/fee chart
SUGGESTION: Add link
to “Most Requested” on EOPSS home page & Mega Drop-Down
Following the trail of highest-ranked page
elements leads to your pages’ most popular
features…
Are these being promoted on your agency
home page and/or in your Mega Drop-Down
menu options?
8
What about links with no values?
“Lottery results” &“Registry of Motor Vehicles”
link to non- “.gov” pages
(www.masslottery.com/games/)&
(www.massdot.state.ma.us/rmv/)respectively
and therefore can’t be tracked in In-Page Analytics.
“Next Page Path” data provides this insight.
9
Accessing “Next Page Path” data
Agencies should select their profile from drop-down menu
Click on page URL in “All Pages” sub-menu;
home page isn’t necessarily first in list
(In this example, we’re using the Mass.gov home page)
10
Accessing “Next Page Path” data (Step 2)
Click “Navigation Summary”
11
Accessing “Next Page Path” data (Step 3)
2.32% of traffic goes from Mass.gov/portal
to the RMV
2.15% of traffic goes to the lottery
Use this method to fill data gaps.
12
Page View data (EOPSS) in Chart form
Another way to access most
frequently viewed page data.
Note: “Unique Pageviews” = # of
individual visitors to page; “Pageviews” includes same user
visiting page multiple times.
13
How Are End-Users Accessing EOPSS Pages?
Select “Source” from “Traffic Sources”
sub-menu in “Secondary
dimensions” drop-down
Pinpoints which pages end-users
access via Google vs bookmarks
“(direct)”
IDs pages for SEO efforts
Related topic: ID’ing Traffic Sources (HED)
HED selected from “Accounts List” menu
Select “Traffic Sources” from LH menu;
default view (“Overview”)
is shown at right
More than half of traffic comes from organic search/
search engines(More on this later)
ID’ing Traffic Sources (HED)
Expand “Sources” menu;
select “All Traffic”
More than 3x traffic via Google
vs direct clicks
ID’ing Direct Traffic (HED)
Select “Direct” from
“Sources” menu
Direct traffic is primarily
bookmarks; fixing broken links
will reduce “Page Not Found”
results
ID’ing Referral Traffic (HED)
Select “Referrals” from
“Sources” menu
Referrals indicate from what other
sites visitors come to Mass.gov
Fill in search field to ID specific source
(if desired)
ID’ing Referral Traffic (HED)
~150 visitors in the last week came from an hud.gov webpage
Based on # of pages/visit (5.38),
average visit duration (5m 03s)
& low bounce rate (27%), one can
assess that site info serves visitors well.
High bounce rates, brief visits and low #
of pages may indicate issues with
content for non-transactional pages.
Organic Search vs Google Search Appliance (GSA) data
GSA data indicates what terms site
visitors enter in the “Search…” box
Organic search refers to site visitors
outside the Mass.gov
(or sub-agency) environment
GSA data (HED) – What terms searched?
To find out what terms site visitors
are using, click “Search Terms”
Ignore “Enter search terms”
value
Are these terms in your page content? Your Page Title? Page Description?
If so, it will be easier for constituents to find both internally and externally.
This is Search Engine Optimization (SEO)
GSA data (HED) – Refined Searches
Some searches don’t bring people to the
page they need.
Many will perform a second, related search;
this is “search refinement”
Change “Secondary dimension”
drop-down to “Refined Keyword”
(in “Site Search” expandable menu)
These are better keywords for
Page Titles, Description and content; although may be too granular to
have much impact
GSA data (HED) – On Which Pages is Search Used?
Find out on which pages users are
conducting searches.
Paired with search term data, provides
guidance for “Most Requested” &
Mega Drop-Down menu selects.
GSA data (HED) – Search Terms Used per Page
To access, change “Secondary dimension”
drop-down to “Search Term”
(in “Site Search” expandable menu)
“Start Page” data (LH-most column) changes because
pages are now ranked by weight (frequency)
of search term entered.
GSA data (HED) – Refined Searches
To access, change “Secondary dimension”
drop-down to “Refined Keyword”
(in “Site Search” expandable menu)
(Data may be too granular to have much impact)
“Start Page” data (LH-most column)
changes again because pages are now ranked by weight of refined search term used.
Organic Search data (HED)
Organic Search data includes all
search engines, not just Google
(Yahoo, Bing, etc.)
“Keywords” indicate most frequently
conducted external searches to access your agency pages.
Access via “Organic” link on “Search” sub-menu
Are these terms in your page content? Your Page Title? Page Description?
If so, it will be easier for constituents to find both internally and externally.
Tying it All Together: Page Title & Page Description
Page Title
Page Description
Page Titles & Descriptions that
clearly summarize info on a page entice more people to click through to your site, increasing page strength & rank;
good for SEO.
Lack of Page Description
creates ambiguity & confusion for
end-user.
Questions?