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
What are people doing on your site?
Computers in Libraries 2011
Jeff WisniewskiUniversity of Pittsburgh
Darlene FichterUniversity of Saskatchewan
We can learn…
Who is coming to our site
What they’re doing
How long they stay
The systems they’re using to access our site
If they’re able to complete tasks
Friction points
Add tracking
* TIP
The tracking code can be “included” as part of your page template
Photo by BigTallGuy cc some rights reserved
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 they’re using
Traffic Sources How people are getting to and/or finding your site
Content What do people look at on your site
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 they’ve 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
Rule of thumb
TRENDS in the data are more important than the numbers themselves
Visitors
Photo reserved by Scott Clark Some rights
*TIP
New vs. returning, unique visitors, visitor loyalty all rely on cookie data.
Cookie caveats - browser specific:
They expire
They can be blocked or deleted
Public computers
Visitors
Visitor technical information
OS
Browser
Screen color & resolution
Flash
Java
Network properties - Connection speed, location
Mobile
Visitors: Browser
Visitors: Mobile
Visitors – Friction Points
Bounce rates – leave immediately
Site design – a good match for visitors?
– Screen size vs fixed width?
Site load time – yslow from developer.yahoo.com/yslow/
Expected location of access vs actual location
Content: Top Content
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?
Content – Friction Points
Lack of content
Demand for new content
Path data – optimal route?
Path data – red flag use of back buttons
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
Goals: Setting up goals and funnels
1. Name the goal something intuitive. In this example it might be “Class Registration”
2. Choose whether or you want the goal to be active (on) now
3. 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.
4. Enter the URL for this goal page
5. Under “Goal Funnel” click yes
6. 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.
Goals
Goals
Goals
*TIP
When you first begin collecting data, or change/add, set an alert for verification that it’s working as expected
Discussion
Photo by foxypar4 – cc some rights reserved
