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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.

Web Analytics: Defining & Driving Key Performance Indicators for Your Higher Education Website’s Success

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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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Page 1: Web Analytics: Defining & Driving Key Performance Indicators for Your Higher Education Website’s Success

© 2014 PERCUSSION SOFTWARE, INC 1#TACCM14

Web Analytics: Defining & Driving Key Performance Indicators for Your Website’s Success

Alexis Karlin

Percussion Software, Inc.

Page 2: Web Analytics: Defining & Driving Key Performance Indicators for Your Higher Education Website’s Success

#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

Page 3: Web Analytics: Defining & Driving Key Performance Indicators for Your Higher Education Website’s Success

#TACCM14© 2014 PERCUSSION SOFTWARE, INC 3

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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#TACCM14© 2014 PERCUSSION SOFTWARE, INC 4

Web Analytics & Marketing Glossary

Page 5: Web Analytics: Defining & Driving Key Performance Indicators for Your Higher Education Website’s Success

#TACCM14© 2014 PERCUSSION SOFTWARE, INC 5

Today’s Agenda…

WhyVision

HowTactics

WhatStrategy

Page 6: Web Analytics: Defining & Driving Key Performance Indicators for Your Higher Education Website’s Success

#TACCM14© 2014 PERCUSSION SOFTWARE, INC 6

Today’s Agenda…

WhyVision

HowTactics

WhatStrategy

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#TACCM14© 2014 PERCUSSION SOFTWARE, INC 7

How Many of You Use Any Type of ANALYTICS to Measure Your Website’s

Success?

Page 8: Web Analytics: Defining & Driving Key Performance Indicators for Your Higher Education Website’s Success

#TACCM14© 2014 PERCUSSION SOFTWARE, INC 8

How many of you can ACCURATELY connect your Website Analytics with

Development and Admissions?

Page 9: Web Analytics: Defining & Driving Key Performance Indicators for Your Higher Education Website’s Success

#TACCM14© 2014 PERCUSSION SOFTWARE, INC 9

How Many of You Have Proposed a Marketing Project and Were

Unsuccessful due to Lack of DATA?

Page 10: Web Analytics: Defining & Driving Key Performance Indicators for Your Higher Education Website’s Success

#TACCM14© 2014 PERCUSSION SOFTWARE, INC 10

Today’s Agenda…

WhyVision

HowTactics

WhatStrategy

Page 11: Web Analytics: Defining & Driving Key Performance Indicators for Your Higher Education Website’s Success

#TACCM14© 2014 PERCUSSION SOFTWARE, INC 11

Page 12: Web Analytics: Defining & Driving Key Performance Indicators for Your Higher Education Website’s Success

#TACCM14© 2014 PERCUSSION SOFTWARE, INC 12

Key Performance Indicators are quantifiable measurements, agreed to

beforehand, that reflect the critical success factors of an organization.

Page 13: Web Analytics: Defining & Driving Key Performance Indicators for Your Higher Education Website’s Success

#TACCM14© 2014 PERCUSSION SOFTWARE, INC 13

Common KPIs

Page 14: Web Analytics: Defining & Driving Key Performance Indicators for Your Higher Education Website’s Success

#TACCM14© 2014 PERCUSSION SOFTWARE, INC 14

Page 15: Web Analytics: Defining & Driving Key Performance Indicators for Your Higher Education Website’s Success

#TACCM14© 2014 PERCUSSION SOFTWARE, INC 15

Common Web Traffic Metrics

• Overall number of visits

• Unique visitors

• Daily visitation volume

• Share of total site traffic

Page 16: Web Analytics: Defining & Driving Key Performance Indicators for Your Higher Education Website’s Success

#TACCM14© 2014 PERCUSSION SOFTWARE, INC 16

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#TACCM14© 2014 PERCUSSION SOFTWARE, INC 17

Common Web Engagement Metrics

• Within a single session– Number of pages viewed

– Total time spent – Time spent per page

Page 18: Web Analytics: Defining & Driving Key Performance Indicators for Your Higher Education Website’s Success

#TACCM14© 2014 PERCUSSION SOFTWARE, INC 18

Page 19: Web Analytics: Defining & Driving Key Performance Indicators for Your Higher Education Website’s Success

#TACCM14© 2014 PERCUSSION SOFTWARE, INC 19

Common Relevancy Metrics

• Bounce rate

• Page-one drop off rate

• Read-through rate

• Search engine ranking***

Page 20: Web Analytics: Defining & Driving Key Performance Indicators for Your Higher Education Website’s Success

#TACCM14© 2014 PERCUSSION SOFTWARE, INC 20

Page 21: Web Analytics: Defining & Driving Key Performance Indicators for Your Higher Education Website’s Success

#TACCM14© 2014 PERCUSSION SOFTWARE, INC 21

Common Social Media Metrics

• Social media referrals

• Social shares

• Conversions from Social Media

Page 22: Web Analytics: Defining & Driving Key Performance Indicators for Your Higher Education Website’s Success

#TACCM14© 2014 PERCUSSION SOFTWARE, INC 22

Conversions

Page 23: Web Analytics: Defining & Driving Key Performance Indicators for Your Higher Education Website’s Success

#TACCM14© 2014 PERCUSSION SOFTWARE, INC 23

Common Conversion Metrics

• Conversions from Calls to Action

• Form completion

• Enrollment

• Registrations to attend Campus Visits

Page 24: Web Analytics: Defining & Driving Key Performance Indicators for Your Higher Education Website’s Success

#TACCM14© 2014 PERCUSSION SOFTWARE, INC 24

Page 25: Web Analytics: Defining & Driving Key Performance Indicators for Your Higher Education Website’s Success

#TACCM14© 2014 PERCUSSION SOFTWARE, INC 25

KPIS

METRICS & MEASUREMENT

Page 26: Web Analytics: Defining & Driving Key Performance Indicators for Your Higher Education Website’s Success

#TACCM14© 2014 PERCUSSION SOFTWARE, INC 26

What’s Important to

Your School?

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#TACCM14© 2014 PERCUSSION SOFTWARE, INC 27

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Page 29: Web Analytics: Defining & Driving Key Performance Indicators for Your Higher Education Website’s Success

#TACCM14© 2014 PERCUSSION SOFTWARE, INC 29

Brand Awareness

Page 30: Web Analytics: Defining & Driving Key Performance Indicators for Your Higher Education Website’s Success

#TACCM14© 2014 PERCUSSION SOFTWARE, INC 30

Retention

Page 31: Web Analytics: Defining & Driving Key Performance Indicators for Your Higher Education Website’s Success

#TACCM14© 2014 PERCUSSION SOFTWARE, INC 31

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

Page 32: Web Analytics: Defining & Driving Key Performance Indicators for Your Higher Education Website’s Success

#TACCM14© 2014 PERCUSSION SOFTWARE, INC 32

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

Page 33: Web Analytics: Defining & Driving Key Performance Indicators for Your Higher Education Website’s Success

#TACCM14© 2014 PERCUSSION SOFTWARE, INC 33

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

Page 34: Web Analytics: Defining & Driving Key Performance Indicators for Your Higher Education Website’s Success

#TACCM14© 2014 PERCUSSION SOFTWARE, INC 34

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

Page 35: Web Analytics: Defining & Driving Key Performance Indicators for Your Higher Education Website’s Success

#TACCM14© 2014 PERCUSSION SOFTWARE, INC 35

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

Page 36: Web Analytics: Defining & Driving Key Performance Indicators for Your Higher Education Website’s Success

#TACCM14© 2014 PERCUSSION SOFTWARE, INC 36

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

Page 37: Web Analytics: Defining & Driving Key Performance Indicators for Your Higher Education Website’s Success

#TACCM14© 2014 PERCUSSION SOFTWARE, INC 37

Additional Sample Reports

October November December January February March-5% -6%

-57%

3%

23%

6%

Direct Traffic

Page 38: Web Analytics: Defining & Driving Key Performance Indicators for Your Higher Education Website’s Success

#TACCM14© 2014 PERCUSSION SOFTWARE, INC 38

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

Page 39: Web Analytics: Defining & Driving Key Performance Indicators for Your Higher Education Website’s Success

#TACCM14© 2014 PERCUSSION SOFTWARE, INC 39

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 - [email protected]

781.835.1226

Page 40: Web Analytics: Defining & Driving Key Performance Indicators for Your Higher Education Website’s Success

#TACCM14© 2014 PERCUSSION SOFTWARE, INC 40

See you tonight!

Page 41: Web Analytics: Defining & Driving Key Performance Indicators for Your Higher Education Website’s Success

#TACCM14© 2014 PERCUSSION SOFTWARE, INC 41

Any questions…