SAGA Web Analytics Project - PhaseOne Implementation & Recommendations

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Madeline Bailey
7 years ago
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1 SAGA Web Analytics Project - PhaseOne Implementation & Recommendations Prepared for: Daniel Boileau, SAGA 1

2 Objectives Initial Discovery calls with Daniel B. revealed where SAGA is at in the web analytics lifecycle currently as well as objectives for the site. Implementation Objectives Audit onsite code to reveal any current analytics implementations. Implement Google Analytics code in site header. Website Objectives To better understand behavioral metrics on website visitors. To better understand what content is drawing the most attention. To drive increased education and awareness To increase traffic Increase conversions 2

3 Implementation The initial audit of the website revealed that there was currently no analytics code running on the website. Therefore behavioral data was not being collected. This finding provided us with action items for phase one. Phase One Implementation Items Completed: Google code matching the SAGA Google Analytics account was implemented in the site header - This ensures that all of the pages using the current template through the Joomla CMS will automatically be tagged and collect visitor behavior information. 3

4 Implementation Added a custom PHP extension to the Joomla CMS - This allows segmented data to be passed to Google Analytics for a more rich data set. For example, the drill-down in Google reporting now shows the ever important educational traffic numbers going to the advice and about sections. 4

5 Implementation Created Analytics module, targeted to all pages containing the base code. Edited template to reference analytics position Added jquery to Template 5

6 Implementation Added tracking for all PDF files automatically across the site - This implementation will ensure that downloads are tracked without having to set up separate tracking on each object individually. Reporting in Google Analytics 6

7 Implementation Installed X-Map Module & customized URL - Joomla module that allows for site map link has been installed as well as a friendly URL. Friendly URL Site Map Links 7

8 Recommendations, Implementation The initial implementation that has now been completed will already provide very rich and actionable data. However, there are additional items that can improve reporting including: Event Tracking - gives the website owner or analyst the ability to track specific events on the website. Some potential events to track would be: Clicks out to social networks Clicks to Contact SAGA Goal Tracking - Goal tracking allows us to count the number of targeted actions your website visitors are taking. We recommend: Tracking newsletter subscriptions Tracking PDF Downloads (Part of custom implementation - See Slide 6) 8

9 Recommendations, Implementation In addition to Goal Tracking we ve also spoken about including a search function on the SAGA website. This needs to be done in two phases; Installing the search function and setting up the search tracking feature within Google Analytics. We believe this will provide rich data about what people are looking for as well as improving site usability. Search Two possible areas for search buttons. Sliding contact info to left. Search 9

10 Recommendations, Traffic Building Building organic search traffic is not a known science. However there are some best practices that produce results: The two big R s - The two big R s are (R)ecency and (R)elevancy. Google and other search engines reward up-to-date relevant content. SAGA is a resource for content on Greyhound adoption and care. Google will reward the relevancy. However, the more frequently the site is updated will give Google and others signals showing fresh content. Make content snackable. If an article runs longs then break it up into two blog posts. Take photos of events and run human interest stories that feature the subject matter for types of content that are compelling and informative. Local Keywords - When writing content be sure to use local keywords in the content and meta-data. This helps drive more targeted traffic. 10

11 Recommendations, Traffic Building Continued: Google Grants Program -Google rewards non-profits that are progressive in the digital space and doing good things for the world. SAGA can apply at grants. These does not seem to be any limitations on country or area so being based in Canada does not seem to be a hindrance. Google provides free advertising dollars to help promote the causes. Local keywords should be used here. Link Building/Social Sharing - Creating good content is the number one link building method. Be a resource and people will link to you and share your content. However, there are thousands of Greyhound groups out there. All are hyper-local and many are willing to share links on their lists of resources. This will not only help locals discover SAGA but will bring awareness to your resources. See content sharing slide

12 Social Sharing & Permalinks Social Sharing Make Donation Learn About Adoption Calls-to-Action Make Persistent/ Allow Autofollow Create page permalink (SEO) 12

13 Contact Info: Mentor: Shawn C. Reed Facebook: Contact Info: Student: Keith Burtis Facebook: 13

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