Analytics for a Better Experience

It starts with having goals

Goals

Macro-level

Departmental goals

Institutional goals

Campaigns

Events

Micro-level Micro-level

Micro-levelMacro-level

Goals

Increase Donations

Departmental goals

Institutional goals

Campaigns

Events

Black Tie Event

Presidential Mailing

Campaign

Increase Annual Fund Contributions

If you can track it, you can measure it.

If you can measure it, you can improve upon it.

Set Up Google Analytics Goals

Compare Campaigns

Campaigns

Compare Mediums

Mediums

Compare Sources

Sources

Determine What Works

Goal URLs

Pages At-a-glance

Pages

Pages Comparison

Compare Landing Page Visits to Bounce Rate

Time On Page

Pages

Compare by Location

Geo-targeted Campaigns

Who are you targeting?

Multi-channel Funnels

Forms• Keep it to essential questions• Use Event Tracking to create the best form

funnel

Received an email

Went to a landing page

Engaged with the Site

DonatedRegistered

Repeat

Additional Suggestions

• Clear Calls to Action• Internal linking

Testing: Let the User Choose

Questions?

Go to http://goo.gl/X345s to sign up for a free, 20-minute analytics consultation.

Flickr Image References

• Slide 1: by DaGoaty (http://www.flickr.com/photos/dagoaty/4619800512/sizes/o/in/photostream/)

• Slide 2: by tim geers (http://www.flickr.com/photos/timypenburg/5249972460/sizes/o/in/photostream/)

• Slide 3: by OliBac (http://www.flickr.com/photos/olibac/4913461654/sizes/o/in/photostream/)

• Slide 25: by El Bibliomata (http://www.flickr.com/photos/fdctsevilla/4306301206/sizes/o/in/photostream/)

• Slide 28: by Joost J. Bakker Ijmuiden (http://www.flickr.com/photos/joost-ijmuiden/5619821352/sizes/o/in/photostream/)

• Slide 29: by Sean MacEntee (http://www.flickr.com/photos/smemon/5683575389/sizes/o/in/photostream/)