W EB A NALYTICS : W HERE VISITORS COME FROM, WHAT THEY DO, AND WHERE THEY GO ? W HAT CAN WE LEARN...
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Transcript of W EB A NALYTICS : W HERE VISITORS COME FROM, WHAT THEY DO, AND WHERE THEY GO ? W HAT CAN WE LEARN...
WEB ANALYTICS:WHERE VISITORS COME FROM,
WHAT THEY DO, AND WHERE THEY GO?WHAT CAN WE LEARN FROM IT?
Chuck DelCampProduct Manager, StudyAboad.com
Why are we doing this?
• Enable providers analyze effectiveness of campaigns
• Help provide ideas and methods to increase conversions from referral traffic
Web Analytics
• Starts with more questions than answers• Our goal is to understand our users– So that we can make better decisions• Partners• Our own sites
Google Analytics
• Easy to set up• Free• Assume that you already have GA tracking on
your site• Maximize value with simple steps
Information overload
• Visits• Exits• Returning/New
• Time on site• Bounces• Events• Goals• Source• Keyword• Pageviews
Great, what do we do with all this info?
Where did they come from? Where did they go?
So…What can we learn?
• What sources perform best?• What do users look for on our site?• Can they find what they are looking for?• How can we improve our sites?
Where did they Come from:Traffic Sources
Direct
CampaignsSearch (organic)
Referral
How do you know…guess?
A User clicks on your ad/listing. A click is recorded in our system.
The user visits your site; decides if they want to stay, tracking code begins to load
Tracking code loads, visit recorded in Google analytics.Cookie saved on user’s computer
They’re on your site, great-now what?
User visits landing page, reads about program, navigates to other pages
User begins to fill out form
User is directed to a thank you page after completing form. Yoursite.edu/thanks.html
But how do we figure that out?
• GoogleAnalytics
Traffic Sources: Explained
• Source– Where they came from
• Medium– Direct– Organic (Search)– Referral
• Campaign– Set by URL string
• Tracking Cookies– _utmz– 6 months
Campaigns-More Detail
• No Code Required• Customized link to your site
– Source– Medium– Campaign
http://yoursite.com/?utm_source=StudyAbroadCom&utm_medium=listing&utm_campaign=Paris
• These Parameters will over ride Source/Mediumhttp://support.google.com/analytics/bin/answer.py?hl=en&answer=1033867
Campaigns
What do we know about these visitors?
• Location• Time on site• Pageviews• Returning/new• Source• Time of day
So what do they do once they are on my site?
• Bounce• Time on site• Pageviews• Exits• New/Returning
• Secondary MetricsLagging Indicators
What do they do next?
• Nothing (bounce)• Go to another page
(time on site, pageviews/visit)
• Fill out a form (goal)• Other activities (events)• Exit (????)
Bounce Rate
• Single page visits• Visit quality
Going Deeper: Multiple page visits
• Time on site• Pageviews/visit• Returning• Measures of quality
Yeah, but what did they actually DO?
Goals• Set up in GA admin• Based on user
completing action• Not all actions can be
tracked
Events• Require coding/ access
to site html• Track any (in)action on
site
Goals
• Set up in GA Admin
• URL Destination– Thank-you page
• Visit Duration• Pages per visit
• Automatically track– Future events
Events
• Add _trackEvent code to any action on page using javascript
• Click, Link, Hover, Play Video, Download
– Category– Action– Label (optional)
<a href=“link.com“ onClick="_gaq.push(['_trackEvent', ‘Programs', ‘Link', ‘spain’]);">
Putting it all together
• Custom Reports– Static report format– Retroactive– Can be emailed on a
schedule
• Segments– Carry over to all GA
reports– Retroactive
Scheduling reports
Custom Segments
Tips
• Make sure your tracking code is on every page including all landing pages.
• Use a campaign ID to track your visits from StudyAbroad.com.
• Check your page load time. • Avoid redirects. • Create great content.
Heatmapping: Know even more
What can we do with all this?
• Make things better!• User point of view– What do they want?– What are they looking for?– What do you want them to do?
You had me at “Hello”
• Engaging headline• Page layout– Images
• Clear call to action
• Optimization
Which one won?
• 55 seconds longer on site• 1 pageview/visit increase• 9.1% more searches• 7.5% increase in inquiry submission
Engaging Headline
Call to action
Why am I here?What am I
supposed to do?
What do users want?
• Easy– Short forms– What am I supposed to do?– Help me find the information– Don’t waste my time– What’s in it for me?
n=87,151
Making it easy
• Removed unused fields• 9.9% increase in advances to step two• 1.8% increase in overall submissions
Your Turn
• Questions• Live Optimization
Reference• http://www.studyabroad.com/analytics-webinar.aspx
Reference• Campaigns
– http://support.google.com/analytics/bin/answer.py?hl=en&answer=1033867
• Event Tracking– https://
developers.google.com/analytics/devguides/collection/gajs/eventTrackerGuide
• Goals– http
://support.google.com/analytics/bin/answer.py?hl=en&answer=1032415• API Field Reference
– https://developers.google.com/analytics/devguides/reporting/core/dimsmets
• A/B Testing– http://www.optimizely.com
Reports and dashboards
• Referrer/Campaign performance– http://goo.gl/p3WW4
• Dashboard– http://goo.gl/yEzQz
Thanks for attending
We will email a link to this presentation and a complementary guide to analytics