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PAST
Former Site
Former Portal
New Site
New Portal
3 EXTERNAL WEBSITES
DYNAMIC MEDIA
TOTAL GRAPHIC REDESIGN
CONTINUAL INTERNAL USAGE
3000+ PAGES OF CONTENT
ONE SITE TO RULE THEM ALL
Student Reaction
Why the switch?
2010 - 2012
Last Two Years Analy6cs Pa8ern
PRESENT
Challenges • Residential Undergraduate
• Online & Continuing Education
• Graduate Studies
KPIs
• Program Finder
• Information For
• Click thru to social sites
• Video plays • Gallery views
Undergrad KPIs
• Contact Form
• UG Apply
• Request Information
• Visit Champlain
• Event Registrations • Downloads of PDFs
11%
~4%
.2%
If you don't know how to ask the right question, you discover nothing. W. Edward Deming
Champlain's Analytical Goals
• Allow for an accurate and thorough understanding of overall website performance, and traffic sources (paid and non-paid)
• Enable cross-domain tracking • Minimize need on human interaction • Support EASY and thorough reporting
Analytical Strategies
• 'Fresh' start to Google Analytics
• Define the KPIs that allow greater understanding of site
usage behavior and performance
• Set up profiles that will support easy segmentation of data
• Primarily use event reports to gain deeper look at behavior
and minimize human interaction with setup
• Setup conversion goals for commonly viewed KPIs
• Link Google AdWords to allow for seamless data capture
• Define plan for setting up Event and UTM codes
• Now cross tracking: ONE SITE TO RULE THEM ALL • Integrates with backend system • Auto Tracking URLs for events • Ability to tracking links that are leaving the site • Minimize the need for human interaction
Affordances of New Site
23.03%
That’s the paradox of data: a lack of it means you cannot make complete decisions, but even with a lot of data, you still get an infinitesimally small number of insights. Avinash Kaushik
Not everything that can be counted counts, and not everything that counts can be counted. Albert Einstein
If you torture the data long enough, it will confess. Ronald Coase
FUTURE
Monetization of Goals
Streamline Reporting Process
Social media's role in the entire student acquisition and retention lifecycle:
Initial audiences viewing Champlain Social media
Prospective applicant generation
Post acceptance communications
Alumni relations
Social Referrals to Champlain.edu
Social UTM UTM_Source, UTM_Medium, UTM_Term, UTM_Content, UTM_Campaign http://www.champlain.edu/mediation-degree/masters-mediation-and-applied-conflict-studies/online-information-session?utm_source=Facebook&utm_medium=CCGradstudies&utm_term=MS+in+Mediation+&+Applied+Conflict+Studies+online+info+session+&utm_content=Posted_4/22/13&utm_campaign=MS+in+mediation+&+applied+conflict+studies+info+session
Differentiate social media inbound from CPS/ Graduate / Undergraduate
• Provide access to pertinent information to their perspective
program of study. o Past student testimonials o Course descriptions
• Encourage visiting prospective student to take a called upon
action: o Request more information o Schedule a campus visit o Online Application
Ultimate Goal of Conversion Request more information Apply for admission Attend
Transition to data driven culture
• AB testing • Multi-variate testing • User testing
Which Test won: Champlain needs a similar process where the webmasters are looking at landing pages and optimize the page based on behavior of their target.
Website
Qualitative
(Why?)
e.g. UTM's
Quantitative (What?)
e.g. Focus Groups