5 ways to improve your higher ed website with google analytics with becky vardaman of converge...

62
Five Ways to Improve Your Higher Ed Website with Google Analytics Becky VardamanVice President of Strategy July 9, 2014

Upload: hannonhill

Post on 15-May-2015

559 views

Category:

Software


1 download

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

Page 1: 5 Ways To Improve Your Higher Ed Website With Google Analytics with Becky Vardaman of Converge Consulting

Five Ways to Improve Your Higher Ed Website with Google Analytics

Becky Vardaman– Vice President of Strategy

July 9, 2014

Page 2: 5 Ways To Improve Your Higher Ed Website With Google Analytics with Becky Vardaman of Converge Consulting

July 9, 2014 - 2

Welcome & Thank You

#AnalyticsHigherEd

Becky Vardaman

@[email protected]

Page 3: 5 Ways To Improve Your Higher Ed Website With Google Analytics with Becky Vardaman of Converge Consulting

July 9, 2014 - 3

• 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

Page 4: 5 Ways To Improve Your Higher Ed Website With Google Analytics with Becky Vardaman of Converge Consulting

July 9, 2014 - 4

#1) Yes, You Need Google Analytics

#AnalyticsHigherEd

Page 5: 5 Ways To Improve Your Higher Ed Website With Google Analytics with Becky Vardaman of Converge Consulting

July 9, 2014 - 5

Because The Internet #AnalyticsHigherEd

*Source: Noel-Levitz 2014 E-Expectations Report

Page 6: 5 Ways To Improve Your Higher Ed Website With Google Analytics with Becky Vardaman of Converge Consulting

July 9, 2014 - 6

Data > Pretty Much Everything Else

#AnalyticsHigherEd

Page 7: 5 Ways To Improve Your Higher Ed Website With Google Analytics with Becky Vardaman of Converge Consulting

July 9, 2014 - 7

Why Do We Have a Website?

#AnalyticsHigherEd

Page 8: 5 Ways To Improve Your Higher Ed Website With Google Analytics with Becky Vardaman of Converge Consulting

July 9, 2014 - 8

A Process, Not a Task

#AnalyticsHigherEd

Page 9: 5 Ways To Improve Your Higher Ed Website With Google Analytics with Becky Vardaman of Converge Consulting

July 9, 2014 - 9

You Don’t Hear From Everyone You’ve Turned Off

#AnalyticsHigherEd

Sometimes they just don’t call.

Page 10: 5 Ways To Improve Your Higher Ed Website With Google Analytics with Becky Vardaman of Converge Consulting

July 9, 2014 - 10

#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

Page 11: 5 Ways To Improve Your Higher Ed Website With Google Analytics with Becky Vardaman of Converge Consulting

July 9, 2014 - 11

#2) Set Up Can Be... Complicated

#AnalyticsHigherEd

Page 12: 5 Ways To Improve Your Higher Ed Website With Google Analytics with Becky Vardaman of Converge Consulting

July 9, 2014 - 12

#AnalyticsHigherEd

Perfect World

Page 13: 5 Ways To Improve Your Higher Ed Website With Google Analytics with Becky Vardaman of Converge Consulting

July 9, 2014 - 13

#AnalyticsHigherEd

Higher Education

Page 14: 5 Ways To Improve Your Higher Ed Website With Google Analytics with Becky Vardaman of Converge Consulting

July 9, 2014 - 14

#AnalyticsHigherEd

Things to consider:

• Account Structure • Domains • Subdomains• Self referrals• Universal Analytics

Page 15: 5 Ways To Improve Your Higher Ed Website With Google Analytics with Becky Vardaman of Converge Consulting

July 9, 2014 - 15

15

http://www.convergeuniversity.edu/loginProtocol

Subdomain

Root Domain

subdirectory

#AnalyticsHigherEd

Anatomy of a URL

Page 16: 5 Ways To Improve Your Higher Ed Website With Google Analytics with Becky Vardaman of Converge Consulting

July 9, 2014 - 16

16

#AnalyticsHigherEd

Account Structure

Page 17: 5 Ways To Improve Your Higher Ed Website With Google Analytics with Becky Vardaman of Converge Consulting

July 9, 2014 - 17

#AnalyticsHigherEd

Root Domains

Page 18: 5 Ways To Improve Your Higher Ed Website With Google Analytics with Becky Vardaman of Converge Consulting

July 9, 2014 - 18

#AnalyticsHigherEd

Subdomains

Page 19: 5 Ways To Improve Your Higher Ed Website With Google Analytics with Becky Vardaman of Converge Consulting

July 9, 2014 - 19

19

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

Page 20: 5 Ways To Improve Your Higher Ed Website With Google Analytics with Becky Vardaman of Converge Consulting

July 9, 2014 - 20

20

#AnalyticsHigherEd

Finding the Domains & Subdomains

Page 21: 5 Ways To Improve Your Higher Ed Website With Google Analytics with Becky Vardaman of Converge Consulting

July 9, 2014 - 21

21

#AnalyticsHigherEd

Finding the Domains & Subdomains

Page 22: 5 Ways To Improve Your Higher Ed Website With Google Analytics with Becky Vardaman of Converge Consulting

July 9, 2014 - 22

22

#AnalyticsHigherEd

Finding the Domains & Subdomains

Page 23: 5 Ways To Improve Your Higher Ed Website With Google Analytics with Becky Vardaman of Converge Consulting

July 9, 2014 - 23

#AnalyticsHigherEd

Self Referrals

Page 24: 5 Ways To Improve Your Higher Ed Website With Google Analytics with Becky Vardaman of Converge Consulting

July 9, 2014 - 24

24

Do You Have Them?

#AnalyticsHigherEd

Page 25: 5 Ways To Improve Your Higher Ed Website With Google Analytics with Becky Vardaman of Converge Consulting

July 9, 2014 - 25

25

Where Do They Come From?

#AnalyticsHigherEd

Page 26: 5 Ways To Improve Your Higher Ed Website With Google Analytics with Becky Vardaman of Converge Consulting

July 9, 2014 - 26

26

Tracking Code Missing Or Not Working

#AnalyticsHigherEd

Page 27: 5 Ways To Improve Your Higher Ed Website With Google Analytics with Becky Vardaman of Converge Consulting

July 9, 2014 - 27

27

Tracking Code Missing Or Not Working

#AnalyticsHigherEd

Page 28: 5 Ways To Improve Your Higher Ed Website With Google Analytics with Becky Vardaman of Converge Consulting

July 9, 2014 - 28

28

Tracking Code Missing Or Not Working

#AnalyticsHigherEd

Page 29: 5 Ways To Improve Your Higher Ed Website With Google Analytics with Becky Vardaman of Converge Consulting

July 9, 2014 - 29

29

Inconsistent Tracking Code Configuration

#AnalyticsHigherEd

Page 30: 5 Ways To Improve Your Higher Ed Website With Google Analytics with Becky Vardaman of Converge Consulting

July 9, 2014 - 30

30

#AnalyticsHigherEd

Inconsistent Tracking Code Configuration

Page 31: 5 Ways To Improve Your Higher Ed Website With Google Analytics with Becky Vardaman of Converge Consulting

July 9, 2014 - 31

31

#AnalyticsHigherEd

Inconsistent Tracking Code Configuration

Page 32: 5 Ways To Improve Your Higher Ed Website With Google Analytics with Becky Vardaman of Converge Consulting

July 9, 2014 - 32

32

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

Page 33: 5 Ways To Improve Your Higher Ed Website With Google Analytics with Becky Vardaman of Converge Consulting

July 9, 2014 - 33

#AnalyticsHigherEd

Universal Analytics

Page 34: 5 Ways To Improve Your Higher Ed Website With Google Analytics with Becky Vardaman of Converge Consulting

July 9, 2014 - 34

34

#AnalyticsHigherEd

What’s New?

1. The Measurement Protocol2. Offline Conversion Import3. Sever-side Sessionization4. Custom Dimensions and Custom Metrics5. Dimension Widening6. Cost Data Import

Page 35: 5 Ways To Improve Your Higher Ed Website With Google Analytics with Becky Vardaman of Converge Consulting

July 9, 2014 - 35

35

#AnalyticsHigherEd

Universal Analytics To The Rescue!

Page 36: 5 Ways To Improve Your Higher Ed Website With Google Analytics with Becky Vardaman of Converge Consulting

July 9, 2014 - 36

36

#AnalyticsHigherEd

Universal Analytics To The Rescue!

Page 37: 5 Ways To Improve Your Higher Ed Website With Google Analytics with Becky Vardaman of Converge Consulting

July 9, 2014 - 37

37

#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?

Page 38: 5 Ways To Improve Your Higher Ed Website With Google Analytics with Becky Vardaman of Converge Consulting

July 9, 2014 - 38

Google Tag Manager

Page 39: 5 Ways To Improve Your Higher Ed Website With Google Analytics with Becky Vardaman of Converge Consulting

July 9, 2014 - 39

Google Tag Manager

Page 40: 5 Ways To Improve Your Higher Ed Website With Google Analytics with Becky Vardaman of Converge Consulting

July 9, 2014 - 40

Google Tag Manager

Page 41: 5 Ways To Improve Your Higher Ed Website With Google Analytics with Becky Vardaman of Converge Consulting

July 9, 2014 - 41

#3) Your Goal Should Be Goals

#AnalyticsHigherEd

Page 42: 5 Ways To Improve Your Higher Ed Website With Google Analytics with Becky Vardaman of Converge Consulting

July 9, 2014 - 42

42

#AnalyticsHigherEd

What Are Our Website Audiences?

Page 43: 5 Ways To Improve Your Higher Ed Website With Google Analytics with Becky Vardaman of Converge Consulting

July 9, 2014 - 43

43

#AnalyticsHigherEd

Why Do We Have a Website?

Page 44: 5 Ways To Improve Your Higher Ed Website With Google Analytics with Becky Vardaman of Converge Consulting

July 9, 2014 - 44

44

Web Analytics Framework

1 Business Objectives

2 Website Goals

3Key Performance

Indicators (KPIs)

4 Targets

5 Segments

Page 45: 5 Ways To Improve Your Higher Ed Website With Google Analytics with Becky Vardaman of Converge Consulting

July 9, 2014 - 45

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

Page 46: 5 Ways To Improve Your Higher Ed Website With Google Analytics with Becky Vardaman of Converge Consulting

July 9, 2014 - 46

46

#AnalyticsHigherEd

Is This Good or Bad?

•2,000 page views•70% returning visitors•80% bounce rate

Page 47: 5 Ways To Improve Your Higher Ed Website With Google Analytics with Becky Vardaman of Converge Consulting

July 9, 2014 - 47

#4) Traffic Sources Matter

#AnalyticsHigherEd

Page 48: 5 Ways To Improve Your Higher Ed Website With Google Analytics with Becky Vardaman of Converge Consulting

July 9, 2014 - 48

48

#AnalyticsHigherEd

Where To Find Traffic Sources

Page 49: 5 Ways To Improve Your Higher Ed Website With Google Analytics with Becky Vardaman of Converge Consulting

July 9, 2014 - 49

49

#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.

Page 50: 5 Ways To Improve Your Higher Ed Website With Google Analytics with Becky Vardaman of Converge Consulting

July 9, 2014 - 50

Campaign Trackinghttp://www.convergeuniversity.edu/admissions?utm_source=facebook&utm_medium=social&utm_campaign=fall-2013-campaign&utm_content=video1

Page 51: 5 Ways To Improve Your Higher Ed Website With Google Analytics with Becky Vardaman of Converge Consulting

July 9, 2014 - 51

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?

Page 52: 5 Ways To Improve Your Higher Ed Website With Google Analytics with Becky Vardaman of Converge Consulting

July 9, 2014 - 52

#5) Customize

#AnalyticsHigherEd

Page 53: 5 Ways To Improve Your Higher Ed Website With Google Analytics with Becky Vardaman of Converge Consulting

July 9, 2014 - 53

Make It Your Own

#AnalyticsHigherEd

Page 54: 5 Ways To Improve Your Higher Ed Website With Google Analytics with Becky Vardaman of Converge Consulting

July 9, 2014 - 54

Events

Page 55: 5 Ways To Improve Your Higher Ed Website With Google Analytics with Becky Vardaman of Converge Consulting

July 9, 2014 - 55

Events

#AnalyticsHigherEd

Page 56: 5 Ways To Improve Your Higher Ed Website With Google Analytics with Becky Vardaman of Converge Consulting

July 9, 2014 - 56

Dashboards

#AnalyticsHigherEd

Page 57: 5 Ways To Improve Your Higher Ed Website With Google Analytics with Becky Vardaman of Converge Consulting

July 9, 2014 - 57

Dashboards

#AnalyticsHigherEd

Page 58: 5 Ways To Improve Your Higher Ed Website With Google Analytics with Becky Vardaman of Converge Consulting

July 9, 2014 - 58

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

Page 59: 5 Ways To Improve Your Higher Ed Website With Google Analytics with Becky Vardaman of Converge Consulting

July 9, 2014 - 59

• 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

Page 60: 5 Ways To Improve Your Higher Ed Website With Google Analytics with Becky Vardaman of Converge Consulting

July 9, 2014 - 60

Google Analytics Two-Day Workshop

#AnalyticsHigherEd

Page 61: 5 Ways To Improve Your Higher Ed Website With Google Analytics with Becky Vardaman of Converge Consulting

July 9, 2014 - 61

#AnalyticsHigherEd

www.convergeconsulting.org/converge2014

Page 62: 5 Ways To Improve Your Higher Ed Website With Google Analytics with Becky Vardaman of Converge Consulting

July 9, 2014 - 62

Thank You & Questions

#AnalyticsHigherEd

Becky Vardaman

@[email protected]