Chuck DelCamp Product Manager, StudyAboad.com

1. Web Analytics:Where visitors come from, what they do, and where they go?What can we learn from it? Chuck DelCamp Product Manager, StudyAboad.com

2. Why are we doing this? Enable providers analyze effectiveness of campaigns Help provide ideas and methods to increase conversions from referral traffic

3. Web Analytics • Starts with more questions than answers • Our goal is to understand our users • So that we can make better decisions • Partners • Our own sites

4. Google Analytics Easy to set up Free Assume that you already have GA tracking on your site Maximize value with simple steps

6. Information overload • Visits • Exits • Returning/New • Time on site • Bounces • Events • Goals • Source • Keyword • Pageviews

7. Great, what do we do with all this info? Where did they come from? Where did they go?

8. So…What can we learn? What sources perform best? What do users look for on our site? Can they find what they are looking for? How can we improve our sites?

9. Where did they Come from:Traffic Sources Direct   Campaigns Search (organic)   Referral

10. How do you know…guess? A User clicks on your ad/listing. A click is recorded in our system. Tracking code loads, visit recorded in Google analytics. Cookie saved on user’s computer The user visits your site; decides if they want to stay, tracking code begins to load

11. They’re on your site, great-now what? User visits landing page, reads about program, navigates to other pages User is directed to a thank you page after completing form. Yoursite.edu/thanks.html User begins to fill out form

12. But how do we figure that out? • GoogleAnalytics

13. Traffic Sources: Explained • Source • Where they came from • Medium • Direct • Organic (Search) • Referral • Campaign • Set by URL string • Tracking Cookies • _utmz • 6 months

14. Campaigns-More Detail • No Code Required • Customized link to your site • Source • Medium • Campaign http://yoursite.com/?utm_source=StudyAbroadCom&utm_medium=listing&utm_campaign=Paris • These Parameters will over ride Source/Medium http://support.google.com/analytics/bin/answer.py?hl=en&answer=1033867

15. Campaigns

16. What do we know about these visitors? • Location • Time on site • Pageviews • Returning/new • Source • Time of day

17. So what do they do once they are on my site? • Bounce • Time on site • Pageviews • Exits • New/Returning • Secondary MetricsLagging Indicators

18. What do they do next? • Nothing (bounce) • Go to another page (time on site, pageviews/visit) • Fill out a form (goal) • Other activities (events) • Exit (????)

19. Bounce Rate • Single page visits • Visit quality

20. Going Deeper: Multiple page visits • Time on site • Pageviews/visit • Returning • Measures of quality

21. Yeah, but what did they actually DO? Goals • Set up in GA admin • Based on user completing action • Not all actions can be tracked Events • Require coding/ access to site html • Track any (in)action on site

22. Goals • Set up in GA Admin • URL Destination • Thank-you page • Visit Duration • Pages per visit • Automatically track • Future events

23. Events • Add _trackEvent code to any action on page using javascript • Click, Link, Hover, Play Video, Download • Category • Action • Label (optional) <a href=“link.com“onClick="_gaq.push(['_trackEvent', ‘Programs', ‘Link', ‘spain’]);">

24. Putting it all together • Custom Reports • Static report format • Retroactive • Can be emailed on a schedule • Segments • Carry over to all GA reports • Retroactive

26. Scheduling reports

28. Custom Segments

29. Tips Make sure your tracking code is on every page including all landing pages. Use a campaign ID to track your visits from StudyAbroad.com. Check your page load time. Avoid redirects. Create great content.

30. Heatmapping: Know even more

31. What can we do with all this? • Make things better! • User point of view • What do they want? • What are they looking for? • What do you want them to do?

32. You had me at “Hello” • Engaging headline • Page layout • Images • Clear call to action • Optimization

35. Which one won? 55 seconds longer on site 1 pageview/visit increase 9.1% more searches 7.5% increase in inquiry submission

36. Call to action Engaging Headline Why am I here? What am I supposed to do? n=599,630

37. What do users want? • Easy • Short forms • What am I supposed to do? • Help me find the information • Don’t waste my time • What’s in it for me?

38. n=87,151

39. Making it easy Removed unused fields 9.9% increase in advances to step two 1.8% increase in overall submissions

40. Your Turn Questions Live Optimization

41. Reference http://www.studyabroad.com/analytics-webinar.aspx

42. Reference • Campaigns • http://support.google.com/analytics/bin/answer.py?hl=en&answer=1033867 • Event Tracking • https://developers.google.com/analytics/devguides/collection/gajs/eventTrackerGuide • Goals • http://support.google.com/analytics/bin/answer.py?hl=en&answer=1032415 • API Field Reference • https://developers.google.com/analytics/devguides/reporting/core/dimsmets • A/B Testing • http://www.optimizely.com

43. Reports and dashboards • Referrer/Campaign performance • http://goo.gl/p3WW4 • Dashboard • http://goo.gl/yEzQz

44. Thanks for attending We will email a link to this presentation and a complementary guide to analytics