Measuring your online effectiveness

Paul Henderson 2008 - www.ruralnetuk.org

Measuring your online effectiveness(or never mind the bandwidth, feel the quality)

Paul Henderson

ruralnet|uk & RNUK Ltd

[email protected]


Measuring stuff

• NOT for the sake of stats

• NOT for techies (although…)

• ONLY do it if you’re going to DO something with it

• Be warned – it will make you focus on what your website is REALLY for


5 Steps

1. Goals: What is your website for?

2. Questions: What do you want to know?

3. Software: Google Analytics – free

4. Reports: To answer your questions

5. Actions: Make changes, act on your reports to meet your goals


Your dashboard

3 Key metrics + Unique visitors


Sources - keywords


Visitors - location


Techy details – influences design


Trends not raw ‘hits’


Any reports can be:

• Emailed (scheduled, automatically)

• Exported (as CSV, PDF etc)

• Added to the Dashboard (give access to the people responsible for content on the website)

Experts Online sources

November2007

March2008


Actions: Making changes

Example:

1. Design/navigation of menu/homepage

2. Registration form

• What should we be measuring?

• What are the effects before and after?

• What does successful mean?

Experts Online – Register an interest

Before After

Before

After

Before

After


Compare trends


xPRESS email vs web


What next?

• Start collecting data: http://analytics.google.com

• Watch screencast:http://analytics.wikispaces.com/Thanks to Beth Kanter & Laura Whitehead

• What are your goals?

• Ask yourself questions?

• Think about reports

http://analytics.wikispaces.com/



Measuring your online effectiveness

Technology

questions actions

steps goals

experts online sources

google analytics free

changes example

unique visitors

visitors location

sources keywords