Web Analytics for Non-ProfitsPresented by: Keidra Chaney

Outline

• My Web Analytics Journey

• Why Non-Profits should care about analytics

• Web Analytics 101

• Your Web Analytics Journey!

My Web Analytics Journey• Started as web content manager,

knowledge of HTML, CSS, a little PHP, blah ,blah.

• Google Analytics was my defense tool against random content changes!

• Self trained through books, courses and experience.

• Learned Javascript and Regular Expressions.

• Became a web analytics evangelist/nag at my workplace.

My Web Analytics Journey

Alzheimer’s Association:

•1 National Site

•70 Chapter Sites

•30 microsites

•Social Media

•E-mail

Web Analytics: Why Should You Care

• Web analytics is a tool to help you to understand how visitors interact with your website/content

• Analytics tracks metrics – or, measurements – of web traffic

• Analytics can help you get into the heads of your visitors

• Analytics can help you improve your website’s design and content for your audience

What Web Analytics won’t do:

• Track individual donor activity (you’ll need a CRM solution for that.)

• Drive traffic to your website (look into SEO/SEM strategy!)

• Perform magic (I can’t help you there.)

Cool Things You Can Find Out Using Web Analytics

• Find out what media campaigns (e-mail, social media, paid search - even print!) bring in traffic/conversions

• Identify what online visitors are your core supporters

• Monitor what website content is popular & most effective

• Find site errors (broken links, etc.)

Google Analytics Key Terms

• Visitor: An individual user of your site

• Visit/Session: Time from when a visitor enters and leaves your website

• Pageviews: Every time a visitor views a web page on a site

• Site Referrer: External web page that brought visitor to you

• Conversion: When a visitor completes an action (buys a product, subscribes to newsletter)

• Bounce Rate: Percentage of visitors that exit after only viewing one page of a website

Planning a Web Analytics Strategy

• What are your organization's overall goals?

• What visitor actions on the site will help achieve your goals? (ex. signing up, buying something?)

• What do visitors want to do when they come to your site?

• What is the purpose of your organization’s site/microsites? (ex. sell products, collect donations or content?)

• What information will decision-makers want to know?

Metrics and your site

Identify the key metrics that tell your how your site is performing against your set goals.

• Visitors

• Average Time on Site

• E-newsletter sign up

• Donor signups

What metrics you follow depend on the goals of your site.

Metrics and your site: Example

Metrics and your site: Conversions

Metrics and your site: Reports

Track trends: Set up an Excel spreadsheet, start tracking your key metrics month over month or week over week/month over month for shorter campaigns.

Google Analytics/Excel plugins to use: Tatvic, Excellent Analytics, Greasemonkey (for social media

metrics)

Google Analytics Fun Tool!Google “Google Analytics URL Builder “ learn how to place tags on your e-mails, social media links to track incoming traffic.

Going Further: Testing and Tagging

• A/B Testing/Multivariate Testing (testing multiple page elements)

• Heat Maps

• Campaign tagging and measurement (PPC, email, social media)

• Surveys and focus groups

Your Web Analytics Journey!!

Join Web Analytics Associationhttp://www.webanalyticsassociation.org

(lots of white papers and info)

Read and Watch Google Analytics Conversion Universitywww.google.com/support/conversionuniversity/

Participate in Analysis Exchangewww.analysis-exchange.com/

Your Web Analytics Journey!

• Books• Web Analytics 2.0 — Avinash Kaushik

• Always Be Testing — Brian Eisenberg

• Blogs• Web Analytics World: http://www.webanalyticsworld.com

• Web Analytics Demystified: http://blog.webanalyticsdemystified.com/weblog/

• Occam’s Razor: http://www.kaushik.net/avinash/

Thanks!

keidra@gmail.com

@kdc