Fun With Website Metrics from "Be the Media" 8

8/13/2019 Fun With Website Metrics from "Be the Media" 8

1/21

FUN WITH

WEBSITE METRICS

8thBe the Media! Conference, December,

2013#BetheMedia2013

What to track, how and why


2/21

Agenda

Intros

Why are you collecting metrics?

Google Analytics (Tour)

CrazyEgg/Optimizely

Learn More

@kpequeno#bethemedia2013


3/21

About your presenter

Kathleen Pequeo: www.kathleenpequeno.com

@kpequeno on Twitter
http://www.kathleenpequeno.com/http://www.kathleenpequeno.com/


4/21

Have Goals for Your Site

What goals have you identified for your

website?



5/21

Have Goals for Your Site

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



6/21

Goals:

Should be:

Measurable

Relate to your program goals

Achievable but not securely in your comfortzone

Be clear: are you comparing to others or toyourself?



7/21

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)



8/21

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).



9/21

Google Analytics: Overview

Google tends to group data into these

categories:

Audience

Acquisition (formerly Sources)

Behavior (formerly Content)



10/21

Google Analytics: Audience

Who is coming to your site?

Where are they?

How many pages do they visit?

Are they returning visitors?



11/21

Google Analytics: Acquisition

How did visitors find us?

How many people come from social media?

How many people visit from our emails?



12/21

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?



13/21

Google Analytics Tour

Lets take a look at it together.



14/21

Dashboards

Why dashboards?


Because people like pictures.


15/21

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 keystaff

http://bit.ly/kpdashboardhttp://www.dashboardjunkie.com/http://www.dashboardjunkie.com/http://bit.ly/kpdashboard


16/21

Google Analytics: Intelligence

Intelligence Alerts

Take a look at these as part of your regular

visits,

Set up custom alerts connected to your goals.



17/21

Other Metrics

What other things might you like to know about

visitors?



18/21

Other Analytics: CrazyEgg

Where exactly are people clicking on a page?

How far down are people scrolling?

How do different sources differ in user

behavior?

@kpequeno

http://www.crazyegg.com

#bethemedia2013
http://www.crazyegg.com/http://www.crazyegg.com/


19/21

Other Analytics: Optimizely

Set up A/B testing for any feature on your site

Does the placement of an object on the pagematter?

Does the color of a button matter?


www.optimizely.com
http://www.optimizely.com/http://www.optimizely.com/


20/21

Goals:

Followup:

Take five minutes to start to draft goals for yourorganization. Start with what metrics you want

to start measuring for your site.

If you want feedback, email me at

[email protected]



21/21

Learn More

CrazyEgg blog:

http://blog.crazyegg.com/

Beth Kantersblog: http://www.bethkanter.org/

My blog!

www.kathleenpequeno.com/c/blog

http://blog.crazyegg.com/http://www.bethkanter.org/http://www.kathleenpequeno.com/c/bloghttp://www.kathleenpequeno.com/c/bloghttp://www.bethkanter.org/http://blog.crazyegg.com/

Documents

Fun With Website Metrics from "Be the Media" 8