ANALYZING YOUR RESULTS
Kelley Jarrett, Market Manager – Design
Billy Stephens, Account Manager – Design
Measuring performance and learning
from your audiences behaviors and
feedback.
•
Revisit what SUCCESS means to you
-
Site engagement?
-
Site Satisfaction?
-
Site stickiness?
-
Brand Awareness?
•
Consolidate and Remember Benchmarks
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Last year’s annual online donations were ??? And worth % of total?
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???% of my supporters are involved in my online community
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My average website satisfaction is at 6 out of 10 (survey)
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The average time on our site last year was x minutes
•
Plan to link EVERY new measurement back to KEY success
metric
Usability
User Analysis
Analytics
ANALYSIS OPTIONS - QUALITATIVE
Survey
Poll
Live Usability Monitoring
Social Monitoring
Remember, EVERY tracked trend should link back to your
key goals and what success means to you
Figure out
WHAT
is valuable and track it
Figure out
WHO
is important and track them
Assess
WHY
important visitors do valuable things
Extrapolate
HOW
success is being measured
Determine
WHEN
to adapt your site to meet market trends
Meet your users
WHERE
they are already searching,
consuming, interacting
Rinse and Repeat – there is no finish line.
Measuring impact and mission fulfillment
“Is my site helping people understand the issue of hunger in America”
“Do people actually like my blog post on NetWits ThinkTank?”
“Micro” tracking on an individual basis
Providing unlimited organizational resources to interrupt virtually unlimited data
CMS-specific considerations Log File Analysis
is…
Free, hosted web analytics tool
Shows how visitors find and use your site
Tracks performance of keywords, ads,
referring sites
Provides numerous tools and reports to analyze site
Extremely scalable – tools for novice to expert users
is not…
Add JavaScript to bottom of layout or template in BBNC, or use global administrative option
Anonymous
No personally identifiable information is collected
Data not accessible to staff or 3rd parties
Caveats
Like everything else on the Internet, requires users accept cookies
If user disables JavaScript, neither Google Analytics nor BBNC will work
No reporting tool is 100% accurate – focus on trends and statistics
5 G O O G L E A N A LY T I C S R E P O R T S E V E RY
N O N P R O F I T S H O U L D K N O W
What is it?
• Traffic – visits, pageviews, pageviews
per visit, bounce rate, average time spent on site, and percentage of new visits.
• Referrals – Where people are coming
from
• Top Content – most viewed
• Keywords – most commonly used
search terms
What to do with? –
• Change the date range filter to include “Past Comparison” to show YOY
• Google defaults to the most recent month’s worth of data – increase to 3
months for better trends to survey peaks and valleys of traffic
• Peaks will showy what draws traffic – is it your e-newsletters or events?
• Use those pages to pull traffic to other areas on the site.
• Click datapoints to add notes – “May eNews Sent”
• Use email scheduling to send a PDF of this report to key staff each month
What is it?
• View the most or least viewed
webpages
• Presents an overview of
important data - unique views, exit rates, and bounce rates.
What to do with? –
• Ensure the most viewed pages include clear calls to action
• Especially on pages with the highest exit rates: subscribe, register, donate,
event registration, surveys.
• For bounce rates over 65%, review each page’s entrance point
• Analyze and test how content, keywords or placement could improve rate
• For least viewed pages, consider deleting, moving, promoting or linking.
• Sort by highest exit rate with an advanced filter for those viewed more than 10% of
total pageviews
• Shows pages in need of calls to action.
• These are often confirmation pages, and ideal for further engagement.
What is it? – Shows details of how
users are finding your website • Direct links (bookmarks, email)
• Referral Links (sites and social)
• Search Engines
What to do with it?
• Direct – shows which Friendly URLs (eg; url.org/friendlyname) users access the
site using. When used specifically with offline campaigns, appeals or ads we can use as a source metric. Longer, hard-URLs, with high return rates suggest
webpages that have been favorites or found from emails. • Referral – shows which sites users come from
• High referral page bounce rates = content adjustments needed.
• Partnership opps
• Social sites most used – opp for future campaigns.
• Search engines – will help determine additional keyword usage and/or engine
optimization in order to rank higher SEO
What is it?
Provides top search terms used to find your website.
What to do with it?
• Learn how people are finding your website
• Understand what language they use to describe your issue and program(s),
• Determine if they are finding the content you want them to find with the keywords.
With this knowledge, you can:
• Adjust keyword usage on pages you’d like ranked higher.
• Adjust your Page Title, Page Description, Headers , and first content paragraph,
to include successful keywords.
• Adjust your social monitoring activity to include successful keywords
What is it? – Uses Google algorithms to determine when something significant has
occurred on your website. • Peak in website visitors
• Page content average views change
• Average time spent on site increases
• Change in Source percentages
What to do with it?
• Turn it on under the “My Customizations” to be alerted via email when Google
determines a significant change has occurred.
• When you receive an alert, find the reason it’s happening and do it again!
• If there’s a peak in website visitors – try to tack it to an action. If you can’t, note
the time or external factors that may affect it.
GOOGLE ANALYTICS TAKEAWAY
Implement in less than 30 minutes!Create free Google Analytics Account Insert code into your CMS
Schedule 1 hour a month to review
Schedule the GA Overview to be emailed to all staff monthly
Use Annotations to find out what YOU’RE doing to impact results Track priority metrics
Basics
(Google Analytics)
Transactional Data (GA Goals & CRM Data)
Influencing Factors (Organizational Data)
• Unique visitors
• Page visits
• Pages per visit
• Length of visit
• New vs. Returning Visitors
• Traffic Sources: Direct,
Referring or Search
• Visits by days of week,
month and hours of day
• Bounce Rate
• New User Registrations
• Profile Updates • eCommunications Updates • Interest Updates • Donations • Event Registrations • Form Submission • Email Appeals • Newsletters • Press releases • News articles • Events
GOOGLE ANALYTICS TAKEAWAY
Tracking the Basics – Use a Microsoft® Excel® spreadsheet to keep
USEFUL RESOURCES
q Forums – Discuss with others what works, what does not
- WebmasterWorld.com
- HighRankings.com
- SearchEngineWatch.com
q Conversion University
- http://www.google.com/support/conversionuniversity/?hl=en
q Google Analytics YouTube Channel