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The advanced web analytics presentation from the Penn State Web Conference on June 7, 2010.
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Advanced Web Analytics
Shelby Thayer
Joshua Ellis
Outreach Marketing and Communications
Before we even mention measuring a website, we need to truly understand
the purpose of the website.
Increase:ProspectsApplicantsEnrollmentsDonationsAlumni memberships
Improve:Customer serviceUser engagement
Key Performance Indicators
Measures to use to see if your website is meeting its objective(s).
Increasing Applicants
• % visits that view “apply” page
• % visits that complete the goal (convert)
• % visits that view “apply” page but don’t complete the goal (fallout)
Improve Customer Service
• % visits using chat
• % visits using knowledge base
• % visits subscribing to alerts
Increase User Engagement
• Average time on site
• Average page depth
• % visits that comment on the blog
• % visits from RSS feeds
• % visits that download a PDF
Competitive Intelligence(Alexa, Hitwise, Compete, etc.)
Voice of Customer(Feedback forms, surveys, usability testing, etc.)
Web site BehaviorOnsite Analytics
(Google Analytics, Omniture, Webtrends, etc.)
Web site BehaviorOnsite Analytics
(Google Analytics, Omniture, Webtrends, etc.)
Data Limitations
Data Limitations
Accurate Precise
Accurate vs. Precise• Being precise is predictable and reproducible.• Trends are the key.
Source: Web Analytics 2.0, Avinash Kaushik (images from Wikimedia Commons)
Trends vs. Hard Numbers
Always use trends – what’s changed?• Our visits increased by 5% over last month.
• Our bounce rate is down 4% over last week.
• 35% of visits are from search engines – this is up 7% from last month (great job PPC team!)
Hard Numbers – Essential for Context
Trends are important, but hard numbers give context.
Hard Numbers – Essential for Context
Trends are important, but hard numbers give context.
Analytics and Marketing Efforts
Optimize marketing efforts across all marketing channels.• Email• Paid Keywords• Banner Ads• Print Collateral• Social Media
Track Everything
Use Google’s URL Builder to track links from campaigns from any channel.
Even if you’re using a URL shortener – use a trackable URL as well.
What’s the point when we can use URL shorteners?
URL shorteners only track to your site. They don’t track on your site.
You need to track beyond the click-through.
Use Vanity URLs
www.mysite.psu.edu/vanity
Beyond the Click-through
If you bring a million people to your website, does it matter if they don’t do anything on your website?
But all my “actions” happen off-site.
If you can put code on the third-party site, you can use the Google Analytics Tracking Code (slightly modified) to capture information on the third-party site.
No access to third-party site?
Measure to the point of going off-site to complete action.
• Use GaAddons.js• Use onClick or onSubmit event handler
If possible, put the “thank you” page on your website.
Micro and Macro Conversions
Macro conversions – the big goal (apply, donate, enroll, download, comment, view details page)
Micro and Macro Conversions
Micro conversions – smaller, but important actions (download, click link to application, view video, view the “donate” page)
Credit Allocation
Which campaign gets credit for a conversion?
•Visit #1 – click on a paid keyword (doesn’t convert)•Visit #2 – click on a banner (convert!)
Use “utm_nooverride=1” within the trackable URL
Be consistent if you use this!
Segmentation
Absolutely nothing is more important in analytics than segmentation. Why? Because monoliths don't come to our websites. Yet most of our reporting and analysis happens at the aggregate level.
Avinash Kaushik, Web Analytics 2.0
Segmentation
NY Yankees team batting average = .273
• 1, 2, 3 batters average .354• 4, 5, 6 batters average .289• 7, 8, 9 batters average .139
Segmentation
Segmentation
Total website pages per visit = 4
Returning visitor pages per visit = 8• Coming from campaigns = 10• Organic = 6
Mobile device visitor pages per visit = 1
Segmentation
Now that you have your segments, go back to your website goals and KPIs. Split them out by segment.
Goal: Increase online applicantsKPI: % visits that view apply page• new vs. returning• campaign vs. organic traffic• campaign A vs. campaign B
SEO and Brand
Measuring SEO
Webmaster Tools• Links to your site• SERP impressions vs. clicks• Duplicate title and meta descriptions• Crawl errors• Crawl stats
Analytics Tool• Traffic from search engines• Traffic organic vs. paid search • Branded vs. generic terms (compare performance)• Internal site search keywords
SEO and Landing/Entry Pages
On page optimization is crucial to SEO
• Bounce rates• Conversion rates• Optimize the right pages for the right terms
• “keyword X” – all organic should be going to the same landing/entry page.
Measuring Brand
• Direct traffic (typing in URL, bookmarking)• Traffic from branded keywords• Conversions from branded vs. generic
keywords
total direct traffic + total traffic from branded keywords
total visits from search engines + total direct traffic
Monetize, Monetize, Monetize
• Page Value ($Index)
• How much does poor design cost?
Page Value ($Index)
Give your goal a value. Then you can see what pages are contributing most to your goal.
How much does poor design cost?
Resources
http://delicious.com/shelbythayer/psuweb10-wa
http://webstandards.psu.edu/analytics
Thank You
Shelby Thayer (@shelbythayer)Joshua Ellis (@apostate)
Questions?