Web Success Metrics Keri Ungemah Strategic Design Management Office of Public Affairs.
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Transcript of Web Success Metrics Keri Ungemah Strategic Design Management Office of Public Affairs.
Pilot Program OverviewTrack web performance and
determine key performance indicators of utexas.edu
Install Google Analytics tracker◦Core utexas.edu pages◦Home pages of Colleges & Schools
Technical aspects of installations for singular & dual trackers
Check performance & accuracy
CaveatsOnly for pages tagged with utexas.edu
Google Analytics trackerPages continue to be added
◦Home page tracking began 2/4/2010◦Add tracker to your page!
% Change year over year most relevant◦2010 is baseline; March 2011 best data
Social Media numbers are a snapshot & total
No query strings available
Google Analytics StatsTotal VisitsPageviewsDirect TrafficUnique VisitorsNew VisitorsReturning VisitorsDepth of Visit
Other StatsQueries from the search box on
utexas.eduCount of Facebook fansCount of Twitter followersCount of YouTube views
AwarenessDirect visits
◦% of visitors who come directly to utexas.edu Type in URL, bookmarks, etc.
◦Direct visits/Total visits◦2,036,095/2,746,597 = 74.1%
EngagementRepeat visits
◦Visits from visitors who have previously been to utexas.edu
◦Returning visits/total visits◦1,851,686/2,746,597 = 67.4%
EngagementInternal search usage
◦% of visitors who use the search function on utexas.edu
◦Site searches/total visitsLevel of site usage
◦Depth of visit – how many pages visitors access
◦% of visitors 3 pages or less◦% of visitors 4 or more pages
Goal ConversionsGiving to UT
◦Online giving form performance◦Number of unique online visitors who
give onlineOnline giving form
◦Visitors to confirmation page/visitors to online giving form
◦257/3,151 = 8.2%Overall online giving
◦Visitors to confirmation page/total visitors◦257/2,746,597 = 0.03%
Social Media – February 2010Official UT Facebook fans =
3,530Official UT Twitter followers =
2,831Official UT YouTube views =
88,973
Social MediaTotals in Know Social Media
Directory◦Facebook = 96 accounts = 62,793
fans◦Twitter = 111 accounts = 59,017
followers◦YouTube = 19 accounts = 200,548
views
Not unique fans/followers/viewsAdd your page to the Know
Directory◦www.utexas.edu/know/suggest
Top Content PagesMost pageviews of pages that are
tagged with the utexas.edu Google Analytics tracker
Pilot program – utexas.edu core pages and home pages of numerous Colleges and Schools
Add the utexas.edu Google Analytics tracker to your page◦Email [email protected]
Top Ten Content Pages1. Home page2. Colleges & Schools list3. Prospective Students4. Undergraduate Admissions5. Graduate Admissions Programs6. Graduate Admissions7. College of Natural Science home page8. College of Liberal Arts home page9. College of Communications home page10.Staff Central
KeywordsMost frequently used words
typed into search engines to come to utexas.edu
Numerous combinations of similar wording ◦University of Texas◦UT Austin◦University of Texas at Austin
Top Ten Keywords1. University of Texas2. UT Austin3. UT4. University of Texas at Austin5. utexas6. utexas.edu7. University of Texas Austin8. Texas University9. www.utexas.edu10.Harry Ransom Center
Traffic SourcesDirectOrganic search
◦Search engines – Google, Yahoo, Bing, etc
Referrals◦Links to utexas.edu from other sites
Numerous internal referrals◦Between non-tagged and tagged
pages
Top Ten Traffic Sources1. Direct 2. Google3. Yahoo4. Bing5. Facebook referral6. utexas.edu referral7. UT Libraries referral8. UT Direct referral9. McCombs referral10.Blanton Museum referral
BenefitsHolistic view of web performance
for the universityTrack and improve performance
and goal conversionsSee how you compare to the
entire universityAccess to view utexas.edu Google
Analytics report◦IF you have the utexas.edu Google
Analytics tracker on your pages!
Next StepsUniversity-wide roll-outAdd the utexas.edu Google
Analytics tracker to most pages◦Email web-
[email protected] your official page to the
Know Social Media Directory◦www.utexas.edu/know/suggest
Come to monthly meeting