Google Analytics - Web Managers Academy 2011 by Jeff Wisniewski and Darlene Fichter

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Web Managers Academy 3.0: Seamless Websites & Expanded Presence Computers in Libraries 2011 http://www.infotoday.com/cil2011/day.asp?day=Sunday

Transcript of Google Analytics - Web Managers Academy 2011 by Jeff Wisniewski and Darlene Fichter

  • 1. What are people doing on your site? Computers in Libraries 2011 Jeff Wisniewski University of Pittsburgh Darlene Fichter University of Saskatchewan

2. We can learn

  • Who is coming to our site
  • What theyre doing
  • How long they stay
  • The systems theyre using to access our site
  • If theyre able to complete tasks
  • Friction points

3. Add tracking 4. * TIP The tracking code can be included as part of your page template Photo byBigTallGuycc s ome rights reserved 5. Menu translation Menu item English translation Dashboard General overview of site activity Intelligence Email and/or text alerts Visitors How man people, where they come from, what systems theyre using Traffic Sources How people are getting to and/or finding your site Content What do people look at on your site 6. 7. Key metrics METRIC DEFINITION NOTE Bounce rate % of visits that immediately left High bounce rate can be good or bad Goal Page someone reaches once theyve completed some task Hit Request for a file from a webserver Artifically inflated Pageview Display of a complete webpage Visits Series of pageviews from same visitor Within 30 minutes 8. Rule of thumb TRENDS in the data are more important than the numbers themselves 9. Visitors PhotoreservedbyScott Clark Some rights 10. 11. *TIP

  • New vs. returning, unique visitors, visitor loyalty all rely on cookie data.
  • Cookie caveats - b rowser specific :
    • They expire
    • They can be blocked or deleted
    • Public computers

12. Visitors

  • Visitor technical information
    • OS
    • Browser
    • Screen color & resolution
    • Flash
    • Java
    • Network properties -Connection speed, location
    • Mobile

13. Visitors: Browser 14. Visitors: Mobile 15. Visitors Friction Points

  • Bounce rates leave immediately
  • Site design a good match for visitors?
    • Screen size vs fixed width?
  • Site load time yslow fromdeveloper.yahoo.com/yslow/
  • Expected location of access vs actual location

16. Content: Top Content 17. Content Friction Points

  • Are low use and high use pages likely?
  • Search engine keywords; mistaking site search for catalogue search, vice versa?
  • Search terms using different words than your labels and links?
  • Repeat the searches, are the results excellent?

18. Content Friction Points

  • Lack of content
  • Demand for new content
  • Path data optimal route?
  • Path data red flag use of back buttons

19. Goals

  • A goal is the page which a visitor reaches once they have completed a desired action, such as a registration or download.
  • A funnel is the pages they need to visit on the way to a goal.
  • EXAMPLE: Library legislative history course sign up

20. Goals: Setting up goals and funnels

  • Name the goal something intuitive. In this example it might be Class Registration
  • Choose whether or you want the goal to be active (on) now
  • Choose a type of goal. Most library scenario goals will probably fall under the URL Destination type, meaning the goal is to get the user to a specific place, in this case the thank you for registering page.
  • Enter the URL for this goal page
  • Under Goal Funnel click yes
  • On the following page add the URL(s) of the page(s) along the path a user would take to get from the homepage all the way through to the thank you page.

21. Goals 22. Goals 23. Goals 24. *TIP

  • When you first begin collecting data, or change/add, set an alert for verification that its working as expected

25. 26. Discussion Photo by foxypar4 cc some rights reserved