ANALYZING YOUR RESULTS

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1 ANALYZING YOUR RESULTS Kelley Jarrett, Market Manager Design Billy Stephens, Account Manager Design

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3 Measuring performance and learning from your audiences behaviors and feedback.

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7 REVISIT BENCHMARKS

8 HOW CAN I GET STARTED? Revisit what SUCCESS means to you - Site engagement? - Site Satisfaction? - Site stickiness? - Brand Awareness? Consolidate and Remember Benchmarks - Last year s annual online donations were??? And worth % of total? -???% of my supporters are involved in my online community - My average website satisfaction is at 6 out of 10 (survey) - The average time on our site last year was x minutes Plan to link EVERY new measurement back to KEY success metric

9 PLAN YOUR MEASUREMENT STRATEGY

10 ANALYSIS OPTIONS - QUANTITATIVE Usability User Analysis Analytics

11 ANALYSIS OPTIONS - QUALITATIVE Survey Poll Live Usability Monitoring Social Monitoring

12 PRIORITIZE YOUR GOALS 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.

13 LET S FOCUS ON GOOGLE ANALYTICS

14 GOOGLE ANALYTICS 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 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

15 GOOGLE ANALYTICS HOW IT WORKS 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 3 rd 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

16 GOOGLE ANALYTICS OVERVIEW

17 5 GOOGLE ANALYTICS REPORTS EVERY NONPROFIT SHOULD KNOW

18 GOOGLE ANALYTICS DASHBOARD 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 scheduling to send a PDF of this report to key staff each month

19 TOP CONTENT 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.

20 SOURCE REPORT What is it? Shows details of how users are finding your website Direct links (bookmarks, ) 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 s. 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

21 KEYWORDS REPORT 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

22 INTELLIGENCE ALERTS 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 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.

23 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 ed to all staff monthly Use Annotations to find out what YOU RE doing to impact results Track priority metrics Use metrics to test and make changes!

24 GOOGLE ANALYTICS TAKEAWAY Tracking the Basics Use a Microsoft Excel spreadsheet to keep track off monthly and quarterly important data, including: Basics (Google Analytics) 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 Transactional Data (GA Goals & CRM Data) New User Registrations Profile Updates ecommunications Updates Interest Updates Donations Event Registrations Form Submission Influencing Factors (Organizational Data) Appeals Newsletters Press releases News articles Events

25 USEFUL RESOURCES q Forums Discuss with others what works, what does not - WebmasterWorld.com - HighRankings.com - SearchEngineWatch.com q Conversion University - q Google Analytics YouTube Channel -

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