FUN WITH WEBSITE METRICS

What to track, how and why

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8th Be the Media! Conference, December, 2013

Agenda

Intros Why are you collecting metrics? Google Analytics (Tour) CrazyEgg/Optimizely Learn More

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About your presenter

Kathleen Pequeo: www.kathleenpequeno.com @kpequeno on Twitter

Have Goals for Your Site

What goals have you identified for your website?

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Have Goals for Your Site

Without goals, youre just running around on the field with a ball.

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Goals:

Should be: Measurable Relate to your program goals Achievable but not securely in your comfort zone Be clear: are you comparing to others or to yourself?
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Google Analytics Vocabulary

Unique Visitor: a user at a machine Visit: a visit to the site by a user (not hits) Bounce rate: a single page interaction without an action (as in, no Likes or email signups)

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Google Analytics Vocabulary

Goals: can be landing on a particular URL, time on site, Events: An action taken by the user on a page (submitting a form, viewing a file).

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Google Analytics: Overview

Google tends to group data into these categories:

Audience Acquisition (formerly Sources) Behavior (formerly Content)

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Google Analytics: Audience

Who is coming to your site? Where are they? How many pages do they visit? Are they returning visitors?

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Google Analytics: Acquisition

How did visitors find us? How many people come from social media? How many people visit from our emails?

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Google Analytics: Behavior

This used to be Content Which pages have the most interaction? What content is most popular? Which sections generate the longest visits?

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Google Analytics Tour

Lets take a look at it together.

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Dashboards

Why dashboards?

Because people like pictures.

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Dashboards

Where to get them? I have one at: http://bit.ly/kpdashboard www.dashboardjunkie.com Ask others for their dashboards Set up recurring emails of dashboards to key staff
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Google Analytics: Intelligence

Intelligence Alerts Take a look at these as part of your regular visits, Set up custom alerts connected to your goals.

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Other Metrics

What other things might you like to know about visitors?

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Other Analytics: CrazyEgg

http://www.crazyegg.com

Where exactly are people clicking on a page? How far down are people scrolling? How do different sources differ in user behavior?
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Other Analytics: Optimizely

Set up A/B testing for any feature on your site Does the placement of an object on the page matter? Does the color of a button matter?
www.optimizely.com

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Goals:
Followup: Take five minutes to start to draft goals for your organization. Start with what metrics you want to start measuring for your site. If you want feedback, email me at kathleen@kathleenpequeno.com

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Learn More

CrazyEgg blog: http://blog.crazyegg.com/ Beth Kanters blog: http://www.bethkanter.org/ My blog! www.kathleenpequeno.com/c/blog

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