Beyond Pageviews: How Is Your Content Is Really Performing?
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Transcript of Beyond Pageviews: How Is Your Content Is Really Performing?
Beyond Pageviews: How is your content really performing?
!#eduweb14
Meet NewCity
Melissa BeaverDirector of User Experience Rachel DeLauder Content Strategist !Join the Conversation #eduweb14
Hitting the Mark
Does this content work?
I don’t know.
Photo Credit: David Zack, Sears Sales Flyer (1984),Flickr.
How long does good content take?
½–1 hour
to copy edit
1–3 hours
to edit or rewrite existing content
2–5 hours
to research & write original content
10–20 hours
to research & write 1 feature article
Editing Writing
“There’s only one way to learn—and that’s through
feedback.” !
Steven Levitt Professor of Economics, University of Chicago; co-author of Freakonomics podcasts & books
How do you know if your content is “working”?
Support conversions
Leave users with the intended impression
Answer user questions
Teach something
Content Must Earn Its KeepTracking the Basics
Best Practices, Schmactices
Videos, Check
Go to this report
Jul 5, 2014 - Aug 4, 2014Top EventsALL » EVENT CATEGORY: Video
Event Action
Rows 1 - 10 of 10
Explorer
Event
Total Events Unique Events Event Value Avg. Value
6,157% of Total: 3.06% (201,402)
631% of Total: 1.23% (51,269)
0% of Total: 0.00% (11,647,434)
0.00Site Avg: 57.83 (-100.00%)
1. Start 919 (14.93%) 627 (13.85%) 0 (0.00%) 0.00
2. 1% 794 (12.90%) 561 (12.39%) 0 (0.00%) 0.00
3. 5% 725 (11.78%) 523 (11.55%) 0 (0.00%) 0.00
4. 10% 704 (11.43%) 513 (11.33%) 0 (0.00%) 0.00
5. 20% 663 (10.77%) 490 (10.82%) 0 (0.00%) 0.00
6. 33% 622 (10.10%) 462 (10.21%) 0 (0.00%) 0.00
7. 50% 563 (9.14%) 433 (9.56%) 0 (0.00%) 0.00
8. 67% 504 (8.19%) 393 (8.68%) 0 (0.00%) 0.00
9. 90% 437 (7.10%) 345 (7.62%) 0 (0.00%) 0.00
10. Ended 226 (3.67%) 180 (3.98%) 0 (0.00%) 0.00
+ Add Segment
Total Events Pages / Session
Jul 8 Jul 15 Jul 22 Jul 29
200200200
400400400
151515
303030
© 2014 Google
All Sessions1.23%
How much are they watching?
It Depends
What’s your baseline?
Tracking the Basics
Where to Start
Conversions you should trackEnrollment applications
Request information forms or email links
Calls driven by the website
Registration for campus visits
Event registrations
Email sign-ups
Visits to a campaign URL
Downloads (PDF brochure, campus map, directions)
Conversions to TrackDefining Goals
Organic
Direct
Paid
Referral
Types of TrafficTracking the Basics
Tracking the Basics
Year-Over-Year Comparisons
Tracking the Basics
Sessions and Unique Users
Tracking the Basics
What a Session
Looks Like
Where are they coming
from?
Gather into Baseline
Report
What are you trying to do with your content?
Define Your Goals
Go to this report
Jun 1, 2014 - Aug 4, 2014Content DrilldownALL » PAGE PATH LEVEL 1: www.pomona.edu/ » PAGE PATH LEVEL 2: /academics/ » PAGE PATH LEVEL 3: /majors-and-minors/
This report is based on 214,736 sessions (90.07% of sessions). Learn more
Page path level 4
All Sessions
From New York
From Not US
All Sessions
From New York
From Not US
All Sessions
From New York
From Not US
All Sessions
From New York
Explorer
Pageviews Unique Pageviews Avg. Time on Page Bounce Rate % Exit
All Sessions15,355
% of Total: 1.97%
(780,172)
13,081% of Total: 2.25%
(581,869)
00:01:06Site Avg: 00:01:05 (1.13%)
71.44%Site Avg: 49.19% (45.22%)
50.59%Site Avg: 30.52% (65.77%)
From New York553
% of Total: 0.07%
(780,172)
467% of Total: 0.08%
(581,869)
00:01:25Site Avg: 00:01:05 (29.64%)
63.53%Site Avg: 49.19% (29.15%)
51.72%Site Avg: 30.52% (69.47%)
From Not US1,915
% of Total: 0.25%
(780,172)
1,647% of Total: 0.28%
(581,869)
00:01:20Site Avg: 00:01:05 (21.80%)
77.18%Site Avg: 49.19% (56.90%)
51.12%Site Avg: 30.52% (67.52%)
1. /index.aspx
14,225 (92.64%) 12,116 (92.62%) 00:01:08 71.41% 52.11%
524 (94.76%) 439 (94.00%) 00:01:27 67.09% 51.91%
1,744 (91.07%) 1,493 (90.65%) 00:01:23 77.45% 52.41%
2. /natural-sciences.aspx
433 (2.82%) 369 (2.82%) 00:00:57 77.78% 34.64%
10 (1.81%) 10 (2.14%) 00:00:55 33.33% 40.00%
53 (2.77%) 46 (2.79%) 00:00:59 81.25% 49.06%
3. /humanities-fine-arts.aspx
288 (1.88%) 248 (1.90%) 00:00:50 66.67% 32.29%
9 (1.63%) 8 (1.71%) 00:00:43 0.00% 66.67%
52 (2.72%) 46 (2.79%) 00:00:31 75.00% 36.54%
4. /interdisciplinary.aspx
224 (1.46%) 194 (1.48%) 00:00:51 57.14% 28.12%
6 (1.08%) 6 (1.28%) 00:00:20 0.00% 33.33%
+
Pageviews ( )All Sessions Pageviews ( )From New York Pageviews ( )From Not US
Jun 15 Jun 29 Jul 13 Jul 27
500500500
1,0001,0001,000
All Sessions1.97%
From New York0.07%
From Not US0.25%
Increase… • Quality of Applicants? • Quantity of Applications? • Awareness/Visibility? !
For… • Which programs? • Which regions? • Which audiences?
Quantitative Measures
• Do you want more applications/request info/campus visits?
- % increase?
- Time period?
• From what kind of prospectives? - Define high caliber.
- Locations?
- Backgrounds?
• Outperform which peers/competitors?
Qualitative Measures
• How should prospective students to describe the university/department after a visit to the website? (3 adjectives or phrases)
• Describe the perfect fit student. Who does well in your program/department/at this university?
Types of ContentDefine Your Content’s Purpose
Messaging
Descriptive
Promotional
Wayfinding
Detail page or a routing page?
ScrollmapHeatmap
Let’s Experiment
Are we making a good impression?
Qualitative Questions to Ask
General: You’d like to check out [college name here]. Think about what qualities you look for in a [college]. Exploring this website, how do you find out if [college] is a good fit for you?
Directed: You want to find out [this]. What information do you look for on their website? Thinking of those tasks, which of these [pages] is the most helpful?
Quick User Impressions to Gather
About students: Describe what kind of student you think would be a good fit for this college.
About about the institution: What 3 adjectives or phrases would you use to describe this college?
As Part of Usability Testing
“The polar opposite of me - i.e. someone who loves the outdoors and wants to be part of a
tight-knit community. Someone who is interested in nature and the sciences. It would be a great fit for someone who wants to get
away from the busy city, or wants to get away from a giant university where they feel
anonymous.”
Describe what kind of student you think would be a good fit for this college.
Which homepage design?
“Seems clearer, less
like a business.”
“This one feels more academic.”
We want our external audiences to say we...
“Provide individualized, human care with high-touch, comprehensive service”
“Are a world-class healthcare institution that brings together a unique blend of people, places, & performance to create outstanding experiences”
University of Texas Health Science Center, San Antonio
Option A
“Top 3%—that’s pretty awesome.”
“I now know that the Science Center is part of the University of Texas. I didn’t even notice that on the others... I did see UT but wasn’t sure what that stood for. Nice to know who they are affiliated with.”
[Reading the “We make lives better” statement]: “It is the most helpful because it makes it easy to understand WHY going to a center that includes research and academics can provide me with a better healthcare experience.”
Option B“As soon as I land [on the page], I see we’re talking about exceptional patient care. I feel like I’m in the right place. Page feels warm when I land on it. Doesn’t feel busy or overpowered.”
“He looks very scientific... I don’t get a healthcare impression... Seems more focused on research aspect—doesn’t make me want to choose this.”
Option C
“It’s got that great catchy sentence at the top.”
“Like this button ‘Find out how we can help.’ I definitely know where to go to get more information about patient care.”
[After seeing them on previous designs]“Where are the numbers?”
What does UT Health Science Center do?
• I think it's a medical facility that teaches and practices the newest medical treatments.
• It provides healthcare, is a medical school, and research center, and these 3 aspects combined make for an excellent healthcare experience.
• It’s a teaching medical center that offers all sorts of resources - medical and dental care, a learning environment, and research facilities.
• Provides excellent health care, medical training and medical research.
• I believe it is an academic university and medical research center.
Comparing Your Site to Peers
Are flashy features worth the trouble?
Choosing Features
Don’t Jump to
Conclusions
Using Events to Track Behaviors
Go to this report
Jul 5, 2014 - Aug 4, 2014Top Events
Event Category
Rows 1 - 12 of 12
Explorer
Event
Total Events Unique Events Event Value Avg. Value
201,402% of Total: 100.00% (201,402)
51,269% of Total: 100.00% (51,269)
11,647,434% of Total: 100.00% (11,647,434)
57.83Site Avg: 57.83 (0.00%)
1. Reading 75,421 (37.45%) 10,590 (20.66%) 11,613,031 (99.70%) 153.98
2. Accordion 63,538 (31.55%) 12,629 (24.63%) 0 (0.00%) 0.00
3. External Link 19,508 (9.69%) 14,991 (29.24%) 0 (0.00%) 0.00
4. Interest Form 13,460 (6.68%) 1,121 (2.19%) 4,727 (0.04%) 0.35
5. Engagement Module 11,324 (5.62%) 8,506 (16.59%) 0 (0.00%) 0.00
6. Event Registration Form 10,803 (5.36%) 1,853 (3.61%) 7,412 (0.06%) 0.69
7. Video 6,157 (3.06%) 631 (1.23%) 0 (0.00%) 0.00
8. Download 632 (0.31%) 595 (1.16%) 0 (0.00%) 0.00
9. Mailto 263 (0.13%) 195 (0.38%) 0 (0.00%) 0.00
10. Application 173 (0.09%) 67 (0.13%) 22,264 (0.19%) 128.69
11. Campus Visit Registration Form 110 (0.05%) 79 (0.15%) 0 (0.00%) 0.00
12. Error 13 (0.01%) 12 (0.02%) 0 (0.00%) 0.00
+ Add Segment
Total Events Pages / Session
Jul 8 Jul 15 Jul 22 Jul 29
5,0005,0005,000
10,00010,00010,000
555
101010
© 2014 Google
All Sessions100.00%
Terminology
But does it tell me what I want to know?
What did you come to the site to find or to do?
University of Portsmouth, UK.
Translation for us yanks, Course = Major
This is just “general.”
“So, what did they do, exactly?”
Unmoderated User Testing
“Eyesore.” Seems made up, “fake.”
“Impressive…Meeting their patient’s needs not just making money.”
Are we using the right words?
Average Monthly SearchesComparing Keyword Phrases
9,320professional development
1,090 10continuing education
professional learning
Average Monthly SearchesComparing Keyword Phrases
2,900professional development for teachers
390 20continuing education
for teachers
professional learning
for teachers
Choosing Words Wisely
Use Data to Declare a Truce
Tools You Can Use
Click locations and scroll mapsCrazyEgg
Engagement with page elementsHeap
User tasks and opinionsUserTesting, Peek
Preference, memory, click testsVerifyApp
Nav and task completionOptimal Workshop’s Treejack
Content drilldownGoogle Analytics
Behavior flow by pages and eventsGoogle Analytics
Questions?
Thank you! Let us know how the content of this
presentation performed. !
www.eduwebspeakersurvey.com
Let us know your impressions http://bit.ly/1lwnPYT