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
Trends
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.
Fallout
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
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Referring keywords
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Internal site search keywords
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Knowledgebase keyword phrasing
Segmentation
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.
Events
Funnels