.gov use ofe Analytics    

Socitm Insight: How to build website take-up - best practice & networking event

 2 June 2009

Better Connected: I have issues

•  Hitwise basis for 'take-up' numbers for regions, 'top 20'

•  Publishing has no 'definition of usage'•  Google Analytics shows major differences

 

 

 

 

 

 

Discrepancy?

Much lower 'per capita' GA website use ('take-up') than Hitwise suggests

NegativesNegatives?

32% of the Top 500 Web Sites

 

• Fast - uses Google data centres• 90 standard reports with 125+ metrics

and dimensions • Uses 1st party cookies - like other

vendors• All have issues such as JavaScript

errors, redirects, untagged pages and slow client-side load times.

• Provides 'not share data' option (but miss benchmarking benefit)

• All other vendors store data• Free because it a 'loss-leader' for other

business areas - like AdWords

Getting started• Take the free starter course from

Google• YouTube interface tutorial • Correct your installation and inclusion of

link tags (example email)

• Use the egov Victoria Resource Centre

Getting started• Check all pages tagged• Tag secure sites using the secure site

code• Use ecommerce tracking codes• Check site search tagged - what page

they were on when they made the search and what page they chose in the search results

Getting moving• Filter out to segment users - multiple

profiles• Create separate profiles filtering internal

traffic from static IP address(') - which can vary

• Could also use for filtering incoming traffic from other councils

Getting moving• Create 'sales funnels' (goals)• From a sign-up page to the "thank you"

page• Forms• Payment processes• Track document downloads, email clicks

or specific links. Adding a small piece of JavaScript to any link will tell Google to track when someone clicks on that link.

Getting moving• Use with Google Website Optimizer to

create an optimization plan for your site• Compare to other council's designs /

content / CTA• Use in iteration / guerrilla testing to

willow designs• e.g. bounce rate ('I came, got confused /

bored, left') - going down or up 

Getting good• Advanced segmentation - subset of

visitors whose behavior you would like to see and analyze

• Export to Excel / PDF and automate the process, email to colleagues

• Can use with Youtube

Getting goodUsing consultants to:

• Validate and troubleshoot your installation

• Integrate your analytics data with other data sources or CRM (it is supported by many of them)

• Optimize your marketing efforts• Train your staff on how to use Analytics• Respond to support tickets, phone calls

and provide on-site consulting

Negatives

They should pay me for this