E-Marketing Manager, Penn State Outreach
Online Marketing Associate – Web Strategy, Penn State World Campus
What is analytics:
voice of customer
web site behavior onsite analytics
10 % tool
optimize marketing efforts
optimize user experience
Is your site effective? Forget about the site for a second. What are you business objectives? Once you have business then you can look at website objectives. Give it a time frame and make it measureable.
Key Performance Indicators (KPI)
Measures to use to see if your web site is meeting the objectives. Ask so what? If you can ask so what 3 times and get an actionable item each time then it is a KPI.
Segmentation is critical
look at trends before the campaign gets rolling.
If the trend is there it is a good objective.
Ex: you want to increase iPhone visits
100k visit today…or we increase 50% over yesterday or last month (time measurement)
Then they need context: Huge bounce rate got several click throughs or low bounce got a couple
But then go back and check: what causes the good and bad numbers.
Going through the numbers translates in to saving cost and time.
link to form > form > thankyou
check numbers where people stop in the stream.
How do you know if it works? Measure before and after. Use your KPI for goals with time frame.
Free usability test
Internal site search keywords
Knowledgebase keyword phrasing
Possible segments: internal/external, in-state/out-of-state, search terms, frequent flyers
Internal site search
Site overlay (heat map)