Actionable Web Analytics for Higher Education

Joshua Ellis
E-Marketing Manager, Penn State Outreach

Shelby Thayer
Online Marketing Associate – Web Strategy, Penn State World Campus

October 6

What is analytics:

competitive intelligence

voice of customer

web site behavior onsite analytics

10/90 Rule

10 % tool

90% analysis

why measure

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.

User testing

How do you know if it works? Measure before and after. Use your KPI for goals with time frame.

Free usability test

  • Referring keywords

  • Internal site search keywords

  • Knowledgebase keyword phrasing


Possible segments: internal/external, in-state/out-of-state, search terms, frequent flyers

Referring Keywords

Internal site search

Site overlay (heat map)

It’s good but not perfect. Not good with javascript.