Leveraging Web Analytics To Increase the Funnel Bart Caylor Caylor Solutions
Apr 22, 2015
Leveraging Web AnalyticsTo Increase the Funnel
Bart CaylorCaylor Solutions
Introduction
• Caylor Solutions
• 15+ years in Higher Ed
• 20 years in corporate + non-profit, etc.
• New agency model
• Previous experience +20 schools
• Anderson
• Taylor
• Huntington
• Trinity International
• Marian University
• IUPUI
Web Analytics Defined
The analysis of qualitative and quantitative data from your website and the competition
1. To drive a continual improvement of the online experience of your customers and prospects
2. Which translates into your desired outcomes (online and offline)
Avinash Kaushik, Web Analytics in an Hour a Day
Types of Analytics Tools
• Clickstream Analysis
• Competitive Intelligence Tools
• Experimentation & Testing Tools
• Voice of Customer
• Social Analysis
Clickstream Analysis
• Google Analytics
• Yahoo Web Analytics
• CrazyEgg.com
• Others: Web Trends, Omniture, Woopra, Formstack, etc.
Competitive Intelligence
• Complete.com
• Spyfu.com
• Quantcast.com
• Alexa.com
Experimentation & Testing
• Google Website Optimizer
• Optimizely
• Custom
Voice of Customer
• 4Q by iPerceptions
• KissInsights
• ClickTale
Social Analysis
• Facebook Insights
• Twitalyzer
• Radian 6
• Google Alerts
Enrollment Funnel
• Inquiry and Application Analysis to improve flow
• Review of returning prospects and tracking - VOC
• Continual improvements with A|B testing: CTA, Visit Registration, Incentives, etc.
• Communication flow analysis and improvements
• SEO and PPC opportunities with competitive analysis of key competitors for stealth apps
Big Data Defined
Walmart handles more than 1 million customer transactions every hour, which is imported into databases estimated to contain more than 2.5 petabytes of data - the equivalent of 167 times the information contained in all the books in the US Library of Congress
Future Impact
• Data intelligence on each inquiry at a counselor’s fingertips - Rapportative.com
• Refined Search
• Refined Communications Flow planning
• Customer Relationship Management enhanced
• Better predictive modeling
Next Steps
• Develop strategy on how to leverage analytics for your institution and enrollment process
• Work with web team to begin looking at digital marketing analysis tools
• Invest resources (time, budget) to understand how your digital tools are being used and look for “low hanging fruit” for continual improvement
• Learn, Learn, Learn