A mystery no more…Web Analytics

Why should we bother with web analytics?

What should I be measuring?

What needs to go on my dashboard?

Thinking about your own dashboard requirements

Agenda

How well do we know our Facebook fans?

Galaxy is the clear winner here

Bounty Galaxy M&MsMaltesters Mars Snickers Twix Wispa0

400

800

1200

1600

60

1760

920

12601100

800 800

440

Scope Facebook Users by Chocolate

Our fan base also prefers tennis

over football

And EastEnders over Corrie

Wouldn’t it be great if we could see more than text, images and links

Why should I care about web analytics?

We should all be asking questions to understand our contacts better

How many people visit our site?

How do visitors find our site?

What do visitors do on the site?

2,000+ pages

Have we been successful?

What do we already know about our contacts?

Taking IG donators as an example…

Q. What do we know about our Individual Givers who donate to Scope?

We know most are female…

…fall into the yummy mummy segment

And also give to children’s charities

We can build on this knowledge

75% new mums

We can look at likely user journeys

No it’s not a whale. Most people see our Facebook posts at 9pm

12am 3am 6am 9am 12pm 3pm 6pm 9pm 12pm

5,814 people

The average number of people who saw posts on Facebook in an hour

0

1k

2k

3k

4k

5k

6k

What are people searching for and when!

Cerebral palsy

Social care

Average 2005 2007 2009 2011 2013

http://adwords.google.co.ukhttp://www.google.co.uk/trends

Systems. Lots of systems.

As with Sherlock there are tools for making evidence-based decisions

There are quite a few systems…

The primary one is Google Analytics but don’t forget the others…

Facebook Insights...

…Email marketing platforms

…Online ad management systems

…and social media tools

So…

What do I measure?!?!

Q. Which metrics come to mind when you think of website statistics?

Visitors

Pageviews

Traffic sources e.g. Google search or Facebook

Marketing metrics

Content metrics

Average time on page

Bounce rate

Pages per visit

Returning visitors

This information does not determine whether we’ve done well or not!

?

Place your focus on the most important information…

Place your focus on the most important information…Goals!

Actions we deem to be valuable

eConsultancy Blog Post, June 2011

http://econsultancy.com/uk/blog/7657-92-1-marketings-dirty-little-statistic-5

For every £92 spent acquiring customers, £1 is spent converting them

Tip:

Focus on the end goal first

Focus on goals and then delve into content and marketing metrics

Looking at goals by traffic source to see the performance of your channels

We can identify leaky buckets for conversions

External example funnel

Step 2 – Select payment method

Step 1 - Login

Step 3 – Checkout confirmation

Step 4 –Goal

Ensure goals are set up to measure your campaign activity

www.scope.org.uk/about-us/work-uswww.scope.org.uk/about-us/work-us?utm_campaign=vacancy_ad&utm_source=disability_now&utm_medium=banner

Use tagged URLs to track campaign performance

Don’t use

yourcharity.org.uk

VC

www.scope.org.uk/about-us/work-uswww.scope.org.uk/about-us/work-us?utm_campaign=vacancy_ad&utm_source=disability_now&utm_medium=banner

Use tagged URLs to track campaign performance

But I can only track online activity right?

But I can only track online activity right? – Wrong!

www.scope.org.uk/about-us/work-us?utm_campaign=vacancy_ad&utm_source=careers_fair&utm_medium=flyer

Use URL redirects and tagged URLs to track offline performance

www.scope.org.uk/apply

And finally…Dashboards

Dashboards – easily focusing your attention on what’s important

Without the gobbledygook how are we doing? Have we been successful?

Tip:

Do place your bottom-line metrics right at the top of your dashboard

What do I need to tweak?

Tip:

Don’t include too many metrics on your dashboard(s)

Resist the temptation!

Is this good? Bad? Or indifferent?

Tip:

Do compare metrics over different time periods and against benchmarks

Tips review:11. Focus on the end goal first

2. Do place your bottom-line metrics right at the top of your dashboard

3. Don’t include too many metrics on your dashboard(s)

4. Do compare metrics over different time periods and against benchmarks

Now it’s your turn…

Creating dashboards

Get in groups of 6

Pick 6 metrics you would like to have for your team’s digital dashboard:

10mins to complete your dashboard.

2 teams to present for 3 mins.

Groups

Group No.

Department

1 Fundraising Events

2 Individual Giving

3 Retail

4 Corporate Partnerships

5 HR

6 Help and Information team

Metric 1

Metric 3

Metric 4

Metric 2 Metric 5

Metric 6

__________________ Dashboard

Web analyticsVisits

Pageviews

Average time on site

Pages per visit

% Returning visits

Traffic sources

Goals

Google PPCPPC- Impressions

PPC - Clicks

PPC - Click-through rate

PPC - Cost-per-click

PPC - Goals

FacebookLikes

Facebook fans

Facebook shares

TwitterFollowers

No of tweets

Retweets

Mentions

Email marketingEmail - Open rate

Email - Click-through rate

Email - Unsubscribe rate

Email - Complaint rate

Thanks for listening. Any questions?

Aytug OzeliDigital Marketing and Advertising Specialist

Email: aytug.ozeli@scope.org.uk

DDI: 020 7619 7153

aytugozeli

linkedin.com/aytugozeli