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Are you using Google Analytics to enhance your admissions marketing? If not, you should be; it helps makes sure that your website is offering what your visitors are looking for. Google Analytics is a free tool that with a little assistance from your IT Webmaster allows you to evaluate your webpage. Dive in with experts Tonya Roth from the University of Wisconsin-Superior and Melissa Perez from the University of Wisconsin-Stout to learn how you can leverage Google Analytics to reevaluate web request forms, improve website layouts, and enhance reporting for marketing campaigns.
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Hobsons Connect and Google Analytics
Data-driven communication strategies
Tonya Roth, Director of Admissions, UW-Superior
Melissa Perez, Marketing Coordinator, UW-Stout
#hobsonsuw
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StatsUniversity of Wisconsin-Stout University of Wisconsin-Superior
Menomonie, Wisconsin Superior, Wisconsin
9,300 students 2,800 students
44 undergrad degrees, 23 graduate progs 30 undergrad degrees, 8 graduate progs
Polytechnic University Public, Liberal Arts
Connect, Marketing Solutions Connect, Marketing Solutions
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What is the problem?
• Underutilized web request form (as benchmarked by other institutions, since July 1, 2012) – 900 – UW-Superior– 676 – UW-Stout – 1,296 – UW-River Falls
– How we took Google Analytics data to make changes
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Overview•Terms
•Analytics– Free– Work with IT get code on your web pages (AND
HOBSONS pages/forms)
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Analytics to evaluate webpage
• Used to rearrange information on webpage– Paying for college – Info request page– Completing info request form– Top 5 business transactions (criteria, majors, visit,
scholarships, application process)
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• Up to date data will be added prior to presentation
Visitor Flow
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• Audience (visits)• New vs returning• Average visit duration• Bounce• Mobile• Country• City (advertising)• Sources (all traffic)• Social (Overview)
Google Analytics for the Admissions User
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• Audience (visits)• New vs returning• Average visit duration• Bounce• Mobile• Country• City (advertising)• Sources (all traffic)• Social (Overview)
Google Analytics for the Admissions User
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Google Analytics for the Admissions User
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• Visits• Bounce rates• Duration• Souces• Search Terms• Pageviews• Mobile views• Country• Browser
Dashboards
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Dashboards
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• Blogs– Open forum– More leads– Gaps– Build trust– Creativity
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Blog Strategy
• Keywords• Keywords in blog content• Keyword in title• Share• External website
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• Keywords• Keywords in blog content• Keyword in title• 38,116 views since July ’11• 13,098 Google Search• 9,578 Google Image Search
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Project Better Gown
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Search Terms
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• UW-Superior– Not a one time thing – EVALUATE– Not be afraid to try new things– Set goals for where to go (key search terms)
• UW-Stout– Data influences decision makers– Blogs rule – but they have to be relevant/updated– Ask questions when you see discrepancies
– #hobsonsuw
What we’ve learned
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What we’ve learned
