5/28/2014 - In the Introduction to Web Analytics Part 1 Laura Quinn, Executive Director at Idealware, and Teri Ross, Program Director at Illinois Legal Aid Online, present an overview of what you can do with website analytics and what you should actually do with website analytics. They discuss many features of Google Analytics, how they can be used, and their limitations.
1. What are web analytics?
Google analytics gives users data about their site. Examples include who is visiting a site and what they are looking at. It give users statistics and enables them to take action to meet goals, to track trends and gaps, and to make comparisons. Google Analytics uses html tracking codes on each page of your website and the code informs google when someone visits that page. You will need someone with a little bit of HTML knowledge to get started with Google Analytics, but it shouldn't take too long to get set up.
2. Some statistics-and live demos
Types of stats:
visitors/users-number of people who have seen your site
page views-number of pages that were viewed by any visitor
visits/sessions-The number of trips made to the site
choose any timeframe to analyze.
compare two time periods
export anything from any page
email statistics to yourself or other people in the organization weekly/quarterly/daily
**IMPORTANT TAKE AWAY: THESE NUMBERS HAVE VERY LITTLE MEANING IN ISOLATION The numbers and percentages have no intrinsic value. Use to make comparisons and to better understand how people use your website.
** Analytics are bad at telling you why certain things happen. Better information can come from surveys, interviews, focus groups, user testing, and more!
Session Duration: how long someone spends on your site. Not always accurate because someone could visit a page and leave it open. More helpful to look at how many pages a user looks at while on your site.
Bounce Rate: Rate at which someone looks at one page from you site, and leaves. Google doesn't distinguish a good bounce from a bad bounce. Someone could "bounce" from your site because they found the answer to their question without having to visit multiple pages.
Entry/Exit pages: the pages from which visitors entered or left the site.
Landing Pages: what content people are coming to when they first enter your site. Are these good pages for people to land on? Do these pages give info about the organization? Is the navigation easy to use?
Visitor Statistics: statistics about your audience
Visitor info: where are they located, what software/hardware are they using. Are most people viewing your site from mobile devices/tablets/specific browsers?
New vs. returning: how many users are new and how many are returning. This data can be skewed by public computers which can falsely report returning visitors.
Traffic: basically a search engine term for how people are getting to your site
- Via other websites (partners/lsntap/lsc)
-Keywords people use to look for your site-click analysis/user flow (could become rabbit hole)
-Where people are coming from
-Referrals- people tend to look at more pages from a referral (encourage others to link to your site)
User flow: see where people go from page to page
How to use these stats:
Set goals- track when somebody hits the e-news thank you page
Customize your Google Analytics dashboard so you are finding the most useful numbers for your organization
3. Setting up Google Analytics
Someone with html knowledge will need to do a little work before you can use Analytics. They will need to imbed code in every page of your site.
Note that Google Analytics doesn't track those who have turned off cookies
4. Beyond the Free Packages
Google Analytics is not ideal for people with very specialized needs and can be difficult to keep up with frequent changes to the features and interface
Enterprise Level provides support, configuration help, and sophisticated support for pages behind password protection.
5. Three ways to look at Analytics
a. Analytics as therapy. Your page is getting hits! (not very productive)
b. Analytics as exploration. See what has changed. Look for patterns over time. (useful)
c. Analytics for action: what can we provide that will drive people to our site. How can we change to make the site easier to navigate?
6. Connecting Statistics to Goals
Methodology: define a question, explore, hypothesize, take action, measure.
What website features inspire visitors to donate?
Are we getting a return on our investment for specific actions?
Led Digital Marketing Efforts of Top 500 e-Retailers.
Worked with Top Brands at Leading Agencies.
Successfully Managed Over $50 million in Digital Ad Spend.
Developed Strategies and Processes that Enabled Brands to Grow During an Economic Downturn.
Taught Advanced Internet Marketing Strategies at the graduate level.
Your Cart 0
Manage research, learning and skills at defaultLogic. Create an account using LinkedIn or facebook to manage and organize your IT knowledge. defaultLogic works like a shopping cart for information -- helping you to save, discuss and share.