.gov use ofe Analytics    

Google #localgov

 7 August 2009

ytics    

• Measurement• 'Value of click'• Reporting

 

• Web site improvement• Routes through site/processes• Usability• Comparison

ytics    

• YouTube lessons• Good online help• But more education for UK #localgov?

Getting started

Getting started• Check all pages tagged• Tag secure sites using the secure site code• Check site search tagged - what page they

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

 • Pay to check? • Authorised consultants

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• Online 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 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