Footprints Around the WorldWebsite Best Practices, Google Analytics Installation Guide, and Web Measurement Framework

Genna WeissAnalysis Exchange Analyst

Charlye TranFootprints Around the World

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Agenda

1. Best Practices for the Website2. Google Analytics, Campaign & Social Tracking

Installation3. Web Measurement Framework

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Best Practices for the Website

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Design & Navigation

• Add social media icons to each page on the website for easy following. Have each blog entry have social share buttons.

• Consider add an RSS feed for your blog/news.

• Make sure your logo is a clickable link to your home page.

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Search Engine Optimization (SEO)

• Know who your target audience is and figure out the keyword phrases they might be using to find the types of products or services you offer on your website, through keyword research tools.

• Optimize your site for keywords people actually use in their searches — meaning, those keywords that have traffic volume according to the keyword tool.

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SEO (cont’d)

• The title tag to your site is important. Right now it only says “Footprints.” Have your number-1 keyword phrase in the title tag that helps define your non-profit. The keywords should come first (this tells the search engine that these keywords are important)—then your company name.

• Use your list of keyword phrases as a guide when creating new web pages, blog posts, and even social media posts.

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Content

• Publicize content on Twitter, Facebook and any other social sites where your target audience is located. Have others share your content. Post on others’ blogs, guest blog, etc.

• If you are going to do white papers, create separate landing pages for them that sell what they will be reading.

• Have the newsletter subscription option on every page of the website.

• Add a FAQ page.

• Try to include a call to action on every page.

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Google Analytics, Campaign and Social Tracking Installation

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GA Setup Instructions• Set up a free Google account.

• Sign up for a free Google Analytics account and follow the steps on the guide.

• Alternative installation process: Use WordPress plugin alongside GA installation for easy and more customized implementation.

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Campaign Tracking

• Build links to track your specific campaign, whether this is a marketing campaign involving social media or search words. Guide provides a link that can help you with link building.

Example: Twitter Campaign Link Source = Twitter Campaign = Followfriday-Post_1-23-2012 Medium = SocialMedia

• Guide provides best practices to follow.

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Social Interaction Tracking

• A guide for adding these features to your GA account is included: Facebook likes, unlikes and sends; Facebook comments box; Twitter (only via the “official” Tweet button); Google+1 Button; and LinkedIn Share button.

• Highly recommend you use ShareThis for your social sharing buttons because of its easy integration with GA. Guide provides instructions for installing ShareThis on WordPress blog and GA.

• WordPress plugin is an option for including Facebook, Twitter and Google+ buttons.

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Miscellaneous Tracking• Using the recommended Google Analytics plugin for

WordPress (referred to on slide 9), you’ll be able to auto-track white paper PDF downloads and PayPal button clicks (proxy for donations). These actions will show up as “Events” in Google Analytics.

• You won’t be able to connect YouTube with Google Analytics. Access YouTube Analytics for video analytics.

• For newsletter and volunteer form tracking, you’ll want to set up a “Thank You” page that lives on your website for each transaction. Google Analytics can then track the number of times these “Thank You” pages occur.

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Web Measurement Framework

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Business Objectives

1. Achieve brand awareness

2. Educate communities about the cause and the organization

3. Increase involvement

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Business Objective: Brand Awareness (1/2)

Goal

• Increase the reach of the brand.

KPI

• Visits/month• Unique visits/month• Page views/month

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Business Objective: Brand Awareness (2/2)

Goal

• Increase the reach of the brand on social networks.

KPI

• Twitter follower growth (aggregate)

• Facebook fan acquisition (aggregate)

• Facebook likes acquisition (aggregate)

• Shares on Twitter, Facebook, StumbleUpon, Reddit, Tumblr (aggregate)

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B.0.: Educate Communities about the Cause and the Organization

Goal

• Create online content.

KPI

• White paper downloads

• YouTube video downloads

• Story page views/month

• news page views/month

• Newsletter sign ups

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Business Objective: Increase Involvement (1/3)

Goal

• Increase visitor engagement.

KPI

• Average time on site

• Average page views/ visit

• Page depth• New vs. returning

visitors

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Business Objective: Increase Involvement (2/3)

Goal

• Increase volunteer numbers.

KPI

• Volunteer sign ups (form sign ups)

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Business Objective: Increase Involvement (3/3)

Goal

• Increase donations.

KPI

• Donation conversion rate

• Average donation size

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Next Steps• Set goals (targets) for each metric on web

measurement framework.

• Go forward with the installation process (Getting Started with Google Analytics Guide).

• Get familiar with the Google Analytics platform (KPI Definitions and How to View KPIs in Google Analytics).

• Assess best practices suggestions and conduct site audit (Best Practices for Website Guide).

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Footprints Around the World

Questions?