Make Quality Content Count With Web Analytics

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1 Make Quality Content Count with Web Analytics Rick edui 2011, October 14 #eduiconf

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3 So what? Exactly. 3

4 [Web analytics] changed the game for marketers and advertisers. But with respect to content quality, many practitioners are flip-flopping with regard to which numbers matter, and whether we can make use of them. Kristina Halvorson Content Strategy for the Web 4

5 What Why 5

6 Quantitative Qualitative 6

7 Web Analytics UX 7

8 Broadly speaking - and thanks largely to the ubiquity and ease of access to Google Analytics (GA) - businesses have become fixated by traffic volumes, bounces, sources, journeys and subsequent destinations and the like and aren't looking to learn more. Clare O Brien CDA 8

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10 Numbers rarely speak for themselves 2,000 page views 70% returning visitors 80% bounce rate 10

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13 To find answers with web analytics, start with meaningful content questions.

14 What analytics can't do Provide a complete content measurement solution Provide accurate data Adequately answer Why? 14

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16 What analytics can do Comparative analysis: measure content trends Quantitatively evaluate content quality Challenge and validate assumptions Demonstrate how content meets established business goals and users needs Enable content owners to measure the success of their own content 16

17 Goals Insights Top-down analytics Answer your questions 17

18 Discovery Search Bottom-up analytics Insights through discovery 18

19 Analytics can do more than report progress it can inform process. Research and discovery Messaging Content audits Content analysis Content governance 19

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21 Often numbers don t speak as loudly as they should because you are missing one simple ingredient: context. Avinash Kaushik Web Analytics

22 Without context, your data is meaningless.

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25 Goals provide context. Context provides meaning.

26 Analytics Analysis Framework 1 Business objectives What is the purpose of your website? 2 Goals What actions do you want people to take on your website to meet your business objectives? 3 Key Performance Indicators (KPIs) What relevant web metrics can be used to measure the efficacy of your website goals over time? 4 Targets What are the benchmarks for your KPIs? How do you rate success? 5 Segments What visitor attributes will provide meaningful insights? 26 Source:

27 Analytics Analysis Framework 1 Business objective Improve communications and feedback systems 2 Goals Read news blog Leave a comment 3 Key Performance Indicators (KPIs) Time on page Comment rate 4 Targets 2+ minutes per page 5% comment rate 5 Segments Visits from social media sites Visits to conversions 27 Source:

28 Analytics Analysis Framework 1 User Task Find tuition and expenses 2 Goals Successful site search Click on "quick link" 3 Key Performance Indicators (KPIs) Search queries rate Pageviews from quick link 4 Targets 90% success rate for cost-related queries 30% of traffic from quick links 5 Segments Visits from external traffic Visits to conversions 28 Source:

29 [A bottom-up approach] relies on pattern analysis and failure analysis to help you understand down approach. your users intent in qualitative ways that complement the top- Lou Rosenfeld Co-author, Information Architecture for the World Wide Web 29

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31 The challenges of qualitative research Data usually from small numbers Most methods take a snapshot in time Difficult to capture some behavior Setting sometimes artificial (e.g. lab tests) 31 Source:

32 Web analytics enables more comprehensive user research.

33 How web analytics can help Referring site traffic Search engine traffic Traffic by geographic location Traffic by technology 33

34 Message architecture Sample: Student-centered Empowering and valuable Community-minded Pioneering and resourceful Welcoming 34

35 Web analytics can validate assumptions and help prioritize brand attributes.

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40 Content audit Redundant Outdated Confusing Missing or hard-to-find 38

41 Web analytics can help identify and evaluate the impact of content problems.

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44 Content analysis Usefulness and relevance Clarity and accuracy Influence and engagement Completeness Voice and style Usability and findability 42 Source:

45 How do I know which part of our audience is getting our message? Are they sharing our ideas? 43

46 What type of content is most effective at driving inquiries? Which channel should we use to communicate with prospect students? 44

47 Are people finding our content through search? When they find it, is it relevant to them? 45

48 Augment qualitative analysis with web analytics for deeper content insights.

49 Content governance and measurement Measure business goals and users needs Demonstrate success Identify problems 47

50 Use web analytics to maintain content owners focus and demonstrate success.

51 Rewards Useful, purposeful content that meets business objectives and users needs More comprehensive user research Validate assumptions and help prioritize brand attributes 49

52 Rewards Help identify and evaluate the impact of content problems Augment qualitative analysis for deeper content insights Maintain content focus and demonstrate success 50

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54 Thanks! Rick 52