Better Design Through Analytics - #eduiconf 2010

Notas del editor

3. I’m not going to stand up here and talk for 3 hours. Name, Responsibility, Background and What you hope to get out of this
4. Should be ~130
5. What judgment do you use to make decisions? Do you just guess, is it on hunches, based on what a few people tell you? Because you say so? Key Objectives to Measure • Increase awareness and reach of your site • Showcase student life & the authencity of the University experience • Engage visitors with relevant content • Drive repeat visitors • Increase applications (online and off) • Increase campus visits
6. So what is important to me? What should I be tracking? Admission Specific Apply to College Schedule a Campus Visit Request Info Download the Viewbook Take a Virtual Tour General Goals Sign up for eConnect updates Watch Videos Subscribe to RSS Become Facebook Fan, Member of a Group Join Linked In Read Blogs
7. Anything you can think of that I have missed?
8. Things that you can do from your homepage (or should be able to do) You have 15 minutes Volunteer a few peeps to share their thoughts
9. Should be ~2:10 A visitor is already on your site, aim low, just one click
10. Analytics is only one small piece in of the Realign Process It’s Cheap. It’s the only thing to defeat the Highest paid person in the room It also builds trust
13. Higher pageviews is not always better More could mean harder to find what a user wants? Low pageviews could be excellent navigation Not meaningful statistic
14. The average time on a site is the time on each page not including the time on the final page because we have no way of knowing this
15. Bounces are not necessarily a bad thing
16. Traffic Types (Source/Medium) Direct (none) Referral – from another site Custom Search Traffic Organic – generic search PPC CPC Custom – set by variables
17. Should be at ~220 Make sure you know everything in YOUR context.
19. One account for all your domains. If it’s not setup now do it tomorrow or today! Try to stay here till 230
20. Should go in the head Always use multi domain
21. Up to 100 Unique profiles can be saved Decide with our without www will come back more to this later Setup your default page based on your scripting language (index.html, index.php, etc) Excluding URL Query Parameters that might not mean anything. Maybe a return variable that means something to the page, but isn’t useful for tracking purposes Site Search is valuable for if you have an internal search on your site that uses a certain variable to track.
22. Combining pages to remove bloat
23. Internal vs. External visitors have completely different motivations
24. Filter to just a certain directory
25. Knowing there people are coming from, the exact page is mega important
26. Campaigns! Be sure to use this for EVERYTHING!
27. Keep track in a Google Doc so it can be shared
29. Make sure to setup filters so these don’t skew your central account
30. Should be 3
36. Goto your homepage and figure out a goal How would someone get to that site? 15 minutes to do this Get a volunteer to show theirs
37. Should be ~330
38. Understand Behavior Small Changes Make Big Differences Defeat People It is fun and addicting
39. Develop two versions of a page Randomly show different versions to users Track how users perform Evaluate (that's where statistics comes in) Use the better version
40. Casual Decisions Important Decisions (tougher) Points of Concern / Issues Marketing Lots of traffic
41. Complicated Changes Things that don’t result in a conversion Unmesurables Low traffic pages - around 100 conversions per page variation
42. Should be ~340
43. Who can tell me the difference between these two pages?
49. Think the fold matters? We decided to test it..
52. Three variations..
63. Should be ~400
64. Give them 15 minutes Try to show one from a volunteer
65. Using Google Website Optimizer
69. Be sure to redirect any URL’s you create back to the original when done
71. Try to combine them..
72. Should be ~410