Improve Your Website Content and Have Fun in the Process! How Page-Level Analytics Tools Can Make Your Job Easy, Exciting, and Educational.

University websites are often created with certain marketing goals in mind: recruiting new students, communicating with current students and staff, building a positive brand, reaching out to alumni, and much more. However, without actively analyzing the traffic to your website, you will never fully understand if your efforts are successful. Through the use of web analytics, you can measure whether your goals are being met and take additional steps to advance your objectives. In this session, learn how to measure the success of your website and web operations using analytic tools. Go beyond site-level analyses, and learn how page-level analytics can help content contributors make informed decisions about each page’s material. Furthermore, learn how a web content management system can bridge webpage analytics with your social media platforms in order to provide holistic data about your webpages, webpage visitors, and social media efforts.

Transcript

1. website content How page-level analytics tools can make your job easy, exciting, and educational Shahab Lashkari Product Manager OmniUpdate, Inc @OUShahab Improve your have fun in the Process! and
2. The analytics process
3. Measure Analyze Change Cutroni, Justin. Google Analytics. California: O'Reilly, 2010.
4. Quantitative Qualitative vs ? Photos courtesy: Dave Dugdale and Patrick J. Lynch
5. 5 steps everyone should be doing
6. Define business requirements Analyze and document website architecture Configure Google Analytics and tag pages Tag marketing campaigns Create user accounts and configure reporting
7. What are you trying to accomplish? Who are your stakeholders? What data do they need to make better decisions? Define business requirements
8. Does the website span multiple domains? Does it span multiple subdomains? Is it a dynamic/pull site? (site.edu/page.php?pageid=1357) Does the site use any redirects? Analyze website architecture
9. Define goals and funnels Set filters Configure Site Search Tag pages Configure Google Analytics
10. Types of goals https://support.google.com/analytics/answer/3046660 *Funnels for Destination Goals
12. Identify different marketing activities (e.g. paid search, email marketing, etc.) to Google Analytics using link tagging Tag marketing campaigns
13. utm_campaign   utm_medium utm_source utm_content utm_term Link tagging Name of the marketing campaign (e.g. summer-push) Delivery medium (e.g. email, banner ad, etc.) Where it came from (e.g. Google, Facebook, etc.) The version of the ad Search term entered into search engine
14. Who should have access? Create custom reports based on business requirements Create user accounts and configure reporting
15. Photo courtesy: Aaron Ansarov
16. Custom Dashboards
17. Custom Dashboard Templates Basics: http://goo.gl/Lr1Vh Overview: http://goo.gl/gNOnV External only: http://goo.gl/9vd7u PR Pro: http://goo.gl/VCkfJ SEO: http://goo.gl/cHe6R Visitor’s Technology: http://goo.gl/6R2rQ
18. But what’s happening at the page level?
20. Visitors Flow
21. Let the CMS help
27. Questions?
28. Thank you! Shahab Lashkari Product Manager OmniUpdate, Inc @OUShahab