5 ways to improve your higher ed website with google analytics with becky vardaman of converge...
DESCRIPTION
In this presentation, 5 Ways To Improve Your Higher Ed Website With Google Analytics, Becky will take attendees through a deeper look at how Google Analytics can help improve their website and where to start!TRANSCRIPT
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Five Ways to Improve Your Higher Ed Website with Google Analytics
Becky Vardaman– Vice President of Strategy
July 9, 2014
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• Yes, you need (strategic) Google Analytics• Set up can be... complicated• Your goal should be Goals• Traffic Sources matter• Customize
5 Things to Know
#AnalyticsHigherEd
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#1) Yes, You Need Google Analytics
#AnalyticsHigherEd
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Because The Internet #AnalyticsHigherEd
*Source: Noel-Levitz 2014 E-Expectations Report
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Data > Pretty Much Everything Else
#AnalyticsHigherEd
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Why Do We Have a Website?
#AnalyticsHigherEd
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A Process, Not a Task
#AnalyticsHigherEd
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You Don’t Hear From Everyone You’ve Turned Off
#AnalyticsHigherEd
Sometimes they just don’t call.
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#AnalyticsHigherEd
You: Is our website important?Doubter: Yes, of course.
You: How much time, money and energy do we currently spend on our website?Doubter: So much. Look at this project timeline, this contract and these fees!
You: Wouldn’t our time, money and energy be better spent if we had clear digital goals and data to support our marketing decision making?Doubter: Of course. But how?
You: Google Analytics, a free tool, can help. Here’s how...Doubter: Wow, you deserve a raise and a closer parking spot!
Have This Conversation
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#2) Set Up Can Be... Complicated
#AnalyticsHigherEd
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#AnalyticsHigherEd
Perfect World
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#AnalyticsHigherEd
Higher Education
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#AnalyticsHigherEd
Things to consider:
• Account Structure • Domains • Subdomains• Self referrals• Universal Analytics
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http://www.convergeuniversity.edu/loginProtocol
Subdomain
Root Domain
subdirectory
#AnalyticsHigherEd
Anatomy of a URL
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#AnalyticsHigherEd
Account Structure
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#AnalyticsHigherEd
Root Domains
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#AnalyticsHigherEd
Subdomains
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Subdomain & Domains Currently in UA? Used? Purpose? Include or Separate or 301 Create ViewCareercoaches.ntc.eduCourseschedule.ntc.eduDairylandacademy.orgNotes02.ntc.edu/intranet2Ntcptl9u.aurora.tcReplay.ntc.eduwww.ntc.eduwww.sparkintomanufacturing.comMprtoolkit.ntc.eduwampen
#AnalyticsHigherEd
Make A Map
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#AnalyticsHigherEd
Finding the Domains & Subdomains
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#AnalyticsHigherEd
Finding the Domains & Subdomains
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#AnalyticsHigherEd
Finding the Domains & Subdomains
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#AnalyticsHigherEd
Self Referrals
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Do You Have Them?
#AnalyticsHigherEd
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Where Do They Come From?
#AnalyticsHigherEd
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Tracking Code Missing Or Not Working
#AnalyticsHigherEd
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Tracking Code Missing Or Not Working
#AnalyticsHigherEd
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Tracking Code Missing Or Not Working
#AnalyticsHigherEd
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Inconsistent Tracking Code Configuration
#AnalyticsHigherEd
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#AnalyticsHigherEd
Inconsistent Tracking Code Configuration
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#AnalyticsHigherEd
Inconsistent Tracking Code Configuration
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Subdomain & Domains Currently in UA? Used? Purpose? Include or Separate or 301 Create ViewCareercoaches.ntc.eduCourseschedule.ntc.eduDairylandacademy.orgNotes02.ntc.edu/intranet2Ntcptl9u.aurora.tcReplay.ntc.eduwww.ntc.eduwww.sparkintomanufacturing.comMprtoolkit.ntc.eduwampen
#AnalyticsHigherEd
Back to Subdomains
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#AnalyticsHigherEd
Universal Analytics
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#AnalyticsHigherEd
What’s New?
1. The Measurement Protocol2. Offline Conversion Import3. Sever-side Sessionization4. Custom Dimensions and Custom Metrics5. Dimension Widening6. Cost Data Import
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#AnalyticsHigherEd
Universal Analytics To The Rescue!
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#AnalyticsHigherEd
Universal Analytics To The Rescue!
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#AnalyticsHigherEd
Universal Analytics TakeawaysThis is coming.You will need to get on board (eventually).There are some great tools yet to be released… stay tuned.
Migration:November 2012: Private BetaApril 2013: Public BetaSummer-Fall 2013: Gradual roll out of features.
Should We Switch?1. How much customization have you already done to Google Analytics?2. How much time and/or experience does you or your team have?3. Both? Upgrade Center?
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Google Tag Manager
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Google Tag Manager
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Google Tag Manager
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#3) Your Goal Should Be Goals
#AnalyticsHigherEd
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#AnalyticsHigherEd
What Are Our Website Audiences?
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#AnalyticsHigherEd
Why Do We Have a Website?
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Web Analytics Framework
1 Business Objectives
2 Website Goals
3Key Performance
Indicators (KPIs)
4 Targets
5 Segments
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Types of goals
URL destination Goal completed when visitor views defined URL
Time on siteGoal completed when visitor spends X amount of
time on site
Pages / visitGoal completed when visitor views X number of
pages on site
EventGoal completed when visitor takes a predefined
action
#AnalyticsHigherEd
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#AnalyticsHigherEd
Is This Good or Bad?
•2,000 page views•70% returning visitors•80% bounce rate
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#4) Traffic Sources Matter
#AnalyticsHigherEd
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#AnalyticsHigherEd
Where To Find Traffic Sources
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#AnalyticsHigherEd
Types of Traffic
DirectVisitors who come directly to the website using
the domain name.
Search enginesBy default, GA tracks 20+ different search
engines.
ReferralsLinks that appear on
other websites.
Campaigns Custom! You decide.
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Campaign Trackinghttp://www.convergeuniversity.edu/admissions?utm_source=facebook&utm_medium=social&utm_campaign=fall-2013-campaign&utm_content=video1
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Why It Matters So Much to Higher Ed Marketing
•Which traffic sources convert best on goals?•At what rate? Over time?•Which traffic sources do we spend money
on?•Which traffic sources do we spend time on?•What unexpected trends can we capitalize
on?
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#5) Customize
#AnalyticsHigherEd
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Make It Your Own
#AnalyticsHigherEd
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Events
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Events
#AnalyticsHigherEd
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Dashboards
#AnalyticsHigherEd
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Dashboards
#AnalyticsHigherEd
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Dashboards
Where to start?
• Goals• Current reporting (replace with a dashboard)• Content heavy sections of your site (blog, news)• Content contributors• A specific Campaign• A specific Traffic Source (social media, ppc, referrals)• Inbound marketing process (attract, convert, delight)
#AnalyticsHigherEd
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• Yes, you need (strategic) Google Analytics• Set up can be... complicated• Your goal should be Goals• Traffic Sources matter• Customize
Wrapping Up: 5 Things to Know
#AnalyticsHigherEd
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Google Analytics Two-Day Workshop
#AnalyticsHigherEd
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#AnalyticsHigherEd
www.convergeconsulting.org/converge2014