Measuring Website Success for Big Time Impact

Measuring “Website Success” for Big Time Impact 1@wiredimpact
David Hartstein & Jonathan Goldford
MEASURING “WEBSITE SUCCESS” FOR BIG TIME IMPACT

WIRED IMPACT
We Make Websites for Nonprofits
David Hartstein
Content, Measurement
Jonathan Goldford
Programming, Usability

WHAT WE’LL COVER
The importance of website measurement
Defining “website success”
Best practices for configuring analytics
Google Analytics features that matter

THE IMPORTANCE OF WEBSITE MEASUREMENT

WHY IS MEASUREMENT IMPORTANT?
• Objective
• Based on visitor behavior
• Allows for constant
improvement
• Measures the impact of
your website
Your website should be helping you do more good

TIPS FOR MAKING YOUR DATA MATTER
• Set up a point person
• Set a regular time to discuss data
• Record data in one place
• Pick key pieces of data (KPIs) to focus on
• Set concrete goals
• Tell the story behind the numbers

DEFINING “WEBSITE SUCCESS”

WHAT WE’LL COVER
Defining your “website success”
Setting solid website goals
Focusing on metrics that truly matter

DEFINING YOUR “WEBSITE SUCCESS”
• Allows you to focus on measuring what matters
• Defined by your website goals
• Allows you to know if your website is helping you
serve your community
An important process that is often skipped

CHARACTERISTICS OF GOOD WEBSITE
GOALS
• Tied to organizational goals
• Tied to specific website visitor actions
• Quantified
• Set in a timeframe
• Ambitious, but realistic

START WITH ORGANIZATIONAL GOALS
• Generally will be in service of your mission
• Benefit to organization should be clear
Example:
Raise more money through donations

Website Visitor ActionOrganizational Goal
TIE TO SPECIFIC VISITOR ACTION
A concrete action a website visitor can take on your
website
Raise more money
through donations
Visitor completes donation
process on website
When an action is successfully completed it’s
called a conversion
Example:

QUANTIFY AND SET TIMEFRAME
• Quantify to make it measureable
• Set your goal in a timeframe
Example:
Raise $2,500 online per month
TimeframeQuantified

AN EXAMPLE
Organization: Safe Homes for Animals (SHA)
Mission: To rescue stray animals, place them into loving
homes and teach pet owners how to better care for
their animals

SAFE HOMES FOR ANIMALS
Organizational Goal:
Quantity and Time:
Place more animals into loving homes
Signup to adopt a specific animal
10 website signups per month
Website Action:

WHAT METRICS REALLY MATTER?
Two types of metrics that matter:
Success Metrics
• The metrics that determine “website success”
Supporting Metrics
• Help tell the story of why you are or aren’t able to achieve
your success metrics

EXAMPLE: SAFE HOMES FOR ANIMALS
Success Metrics
• Donations made on the website
• Volunteers registered through the website
• Registrations to adopt an animal on the website
• Downloads of a PDF on how to care for your pets

EXAMPLE: SAFE HOMES FOR ANIMALS
Supporting Metrics
 Visitors that signup for our
newsletter are 15x more likely to
become donors
 Visitors from social media sign
up to volunteer 3x more than
visitors from our emails
 Driving more newsletter signups
 Driving more traffic from social
media
 Improving the experience of
visitors coming from emails
We Notice We Focus On

WEBSITE DATA AS A STORY
Success Metrics
• The key plot points
Supporting Metrics
• Tell the story behind the numbers
• Explain why you are or aren’t able to meet your goals
• Inform website changes that will help you better meet your
goals moving forward

Measure what really matters, not just what’s easy
BEWARE OF “VANITY METRICS”
Vanity Metrics
The metrics that make you feel good but don’t truly benefit
your organization in their own right
Website Visits Pages Per Visit
Social Media Followers Email Newsletter Signups

BEST PRACTICES FOR CONFIGURING ANALYTICS

WHAT WE’LL COVER
Include analytics code everywhere
Remove visitors that skew results
Prevent unusable data
Set up search tracking
Annotate your analytics
Set up goals and funnels

INCLUDE ANALYTICS CODE EVERYWHERE
Every Page, Blog Post, Donation Screen

REMOVE VISITORS THAT SKEW RESULTS
Traffic from
interested
SHA
visitors
SHA
staff
visits
Web
company
traffic
Marketing
director’s
home
traffic
Traffic
from
another
domain
Traffic from
interested
SHA
visitors

PREVENT UNUSABLE DATA
 All, unfiltered, website traffic  No staff visits tracked
 No web company visits tracked
 No visits from the marketing
director’s house tracked
 No other domains tracked
This is the profile you use for
analysis.
Traffic from
interested
SHA visitors
Traffic
from
interested
SHA
visitors SHA
staff
visits
Web
company
traffic
Marketing
director’s
home
traffic
Traffic
from
another
domain
Create two profiles and leave one unfiltered
All Website
Traffic
Filtered Traffic

SET UP SEARCH TRACKING
Setting up search is pretty easy…
And you get a wealth of information…
All you need for WordPress
Learn what people find interesting, what’s missing and what
phrases are used to talk about your organization

ANNOTATE YOUR ANALYTICS
Keep a record of everything done that may affect your traffic
Track directly in Google Analytics or in ExcelWhat should you be tracking?
 When your website launches
 When you publish a new blog post
 When you start promoting a major event
 When you run a direct mail campaign
 Any other major event that could affect
website traffic

SET UP GOALS
Our SHA Success Metrics
• Donations made on the website
• Volunteers registered through the website
• Registrations to adopt an animal on the website
• Downloads of a PDF on how to care for your pets
Goals are not tracked automatically in Google Analytics

SET UP GOALS AND FUNNELS
Tracking a contact form submission in Google
Analytics.
Thank you for contacting us. We will be in
touch with you shortly.
Contact Form
www.sha.org/contact/
Thank You Page
www.sha.org/thank-you-contact/

Tracking a contact
form submission in
Google Analytics
Goal funnels show how many
people abandon at a step in the
process

Funnels allow you to see how many abandon and where
they go. Wouldn’t this be cool with a donation
process?

Other Resources for Learning About Goals:
Google Analytics Goals Help
A Beginner’s Guide to Setting Goals in Google Analytics
A Guide to: Goals and Funnels in Google Analytics
Remember to create goals through your analytics tool for each
website goal you developed

GOOGLE ANALYTICS FEATURES THAT MATTER

WHAT WE’LL COVER
eCommerce Tracking
Advanced Segments
Content Experiments
Report Emailing

ECOMMERCE TRACKING
It’s not just for eCommerce businesses. You can use it
for donations too.
The data you’ll see also includes…
 The number of days from first visit to donation
 Which pages lead to the most donations
 Which traffic sources are driving donations
 A wealth of other data

Compare traffic from different
segments
ADVANCED SEGMENTS
Advanced segments allow you to analyze specific types of
visitors.
View most reports for a chosen
segment of visitors

Mobile Traffic
 See how engagement
changes for mobile
visitors
 See what content
mobile visitors are
viewing
 See how conversion
rates change for
mobile visitors
Email Newsletter
Signups
 See what pages are
driving email signups
 See where visitors are
located
 See which traffic
sources are driving
signups
Visitors from
Twitter
 See how Twitter traffic
compares to other
sources
 See how engaged
Twitter traffic is
 See what content
Twitter visitors are
landing on

CONTENT EXPERIMENTS
A/B testing allows you to test the results of one small change on a
webpage by showing users two versions of the same page.
A B
The photo from version B increased conversions by 19%

CONTENT EXPERIMENTS
Google Analytics includes Content Experiments
for you to run A/B tests.
Features include…
 Email notification of the winner of the experiment
 Ability to adjust percentage of visitors who see experiment
 Ability to stop an experiment at any point

REPORT EMAILING
You have a million things to do. Emails are a good reminder.

WE’RE DONE! WHO HAS QUESTIONS?
If you have questions
don’t hesitate to reach out.
wiredimpact.com
info@wiredimpact.com
@wiredimpact

David Hartstein & Jonathan Goldford
MEASURING “WEBSITE SUCCESS” FOR BIG TIME IMPACT

ATTRIBUTION
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http://www.iconspedia.com/icon/google-analytics--737.html
http://all-free-download.com/free-icon/icons/excel_100767.html
http://www.beaconfire.com/blog/2011/02/better-donor-analytics-with-ecommerce/
http://findicons.com/icon/249658/iphone?id=379519
http://arbent.net/blog/social-media-circles-icon-set
http://kylerush.net/blog/optimization-at-the-obama-campaign-ab-testing/
http://support.google.com/analytics/answer/1745152?hl=en&ref_topic=1745207

Measuring Website Success for Big Time Impact

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