The document discusses establishing a benchmarking network among Swedish universities to share analytics data. It proposes the network could help universities evaluate their own efforts, identify areas for improvement, share best practices, and raise the overall quality of their websites. The document also provides an overview of how universities currently use analytics to measure things like website usage, goal completion, and marketing campaign success. It suggests some metrics such as unique views, page views, and landing page bounce rates that could potentially be shared through the benchmarking network.

1. Analytics
john.wedderburn@rektor.lu.se
twitter.com/johnwedderburn
universityusability.wordpress.com

2. Agenda
• Survey results – analytics use in Swedish
Higher Education. 10 minutes
• Presentation. 15 minutes
• Discussion –
Best Practice?
Benchmarking network. 30 minutes

3. Benchmarking Network - Sharing data
• We create a network to share benchmarking
data – subgroup of SUNIWEB
• Place our work into context
– Evaluate our own efforts
– Help management
– Identify areas we can develop
– Share best practice
– Raise general quality of our websites
– Validate our own GA data

7. Survey of Swedish Higher Education
• 51 invitations, 25 responses

10. 8 of the top 10 THES universities use Google
Analytics

12. - % Conversion
- % Exits

19. Analytics
”If we don’t measure it, we can’t manage it”
- Return on investment
- Our value as webmasters,editors,marketeers
- The importance of our websites

20. Analytics
Measurement, collection, analysis and
reporting of Internet data for the purposes of
understanding and optimising website usage.
- visitors journey on the website
- conversions
- benchmarking against KPIs

21. Visits and Views

23. Visitors
• Unique visitors are not people
– Problems with cookies

24. Visits

25. So What?

26. Goals
• Goal setting function – give it a value
• Goals
– Make an application/exit to studera.nu
– Fill out a form
– Make an enquiry
– Download a pdf
– Consume and share news
– Downloads of research papers
– Successful searches

27. PDF Download

29. External Sites

30. Success of offsite/offline activities
• Marketing
– Search Engine Marketing, adwords
– Banner advertising
– Offline advertising
– Social networking marketing

33. • Vanity URLs
• www.lu.se/uniquename
• Redirect
• http://www.lu.se/o.o.i.s/10900?utm_source=Brochure
&utm_medium=PDF&utm_campaign=Autumn09

34. Improving Our Content
• Performance of landing pages
• Effect of SEO
• Consequences of navigation and page layout

35. Landing Page Performance

38. Keywords - SEO

39. News
• Time on page
• Views
• Location of visitors
• % from search
• Conversions from news
• Sharing of news – social bookmarking

40. What Should We Report
• Views
• Visits
• Completed goals
• Success of marketing activities

41. Setting up your account/profiles
• Set up is important

42. Benchmarking Network
• Best Practice
– What should we measure?
– Which goals are relevant?
– What, and why, should we report?
– How can we improve content?
• Benchmarking - Could we share data?
– Unique views/visits
– Page views
– % from search
– Landing page bounce rates
– Validation of data, evaluation of our own efforts
– Confidentiality – personal data, adwords, hacks, strategy?

43. • Size of the website
• Time period
• Cookies