Data-driven Design for Higher Education to Increase Applicant Engagement and Conversions
Data Driven Communication Strategies for Higher Ed Marketers
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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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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.
Transcript of Data Driven Communication Strategies for Higher Ed Marketers
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
