Are you using Google Analytics to enhance your admissions marketing? If not, you should be; it helps makes sure that your website is offering what your visitors are looking for. Google Analytics is a free tool that with a little assistance from your IT Webmaster allows you to evaluate your webpage. Dive in with experts Tonya Roth from the University of Wisconsin-Superior and Melissa Perez from the University of Wisconsin-Stout to learn how you can leverage Google Analytics to reevaluate web request forms, improve website layouts, and enhance reporting for marketing campaigns.

1. Hobsons Connect and
Google Analytics
Data-driven communication
strategies
Tonya Roth, Director of Admissions, UW-Superior
Melissa Perez, Marketing Coordinator, UW-Stout
#hobsonsuw

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Stats
University of Wisconsin-Stout University of Wisconsin-Superior
Menomonie, Wisconsin Superior, Wisconsin
9,300 students 2,800 students
44 undergrad degrees, 23 graduate progs 30 undergrad degrees, 8 graduate progs
Polytechnic University Public, Liberal Arts
Connect, Marketing Solutions Connect, Marketing Solutions

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What is the problem?
• Underutilized web request form (as
benchmarked by other institutions, since July 1,
2012)
– 900 – UW-Superior
– 676 – UW-Stout
– 1,296 – UW-River Falls
– How we took Google Analytics data to make changes

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Overview
•Terms
•Analytics
– Free
– Work with IT get code on your web pages (AND
HOBSONS pages/forms)

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Analytics to evaluate webpage
• Used to rearrange information on webpage
– Paying for college
– Info request page
– Completing info request form
– Top 5 business transactions (criteria, majors, visit,
scholarships, application process)

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• Up to date data will be added prior to
presentation
Visitor Flow

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• Audience (visits)
• New vs returning
• Average visit duration
• Bounce
• Mobile
• Country
• City (advertising)
• Sources (all traffic)
• Social (Overview)
Google Analytics for the Admissions User

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• Audience (visits)
• New vs returning
• Average visit duration
• Bounce
• Mobile
• Country
• City (advertising)
• Sources (all traffic)
• Social (Overview)
Google Analytics for the Admissions User

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Google Analytics for the Admissions User

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• Visits
• Bounce rates
• Duration
• Souces
• Search Terms
• Pageviews
• Mobile views
• Country
• Browser
Dashboards

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Dashboards

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• Blogs
– Open forum
– More leads
– Gaps
– Build trust
– Creativity

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Blog Strategy
• Keywords
• Keywords in blog content
• Keyword in title
• Share
• External website

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• Keywords
• Keywords in blog content
• Keyword in title
• 38,116 views since July ’11
• 13,098 Google Search
• 9,578 Google Image Search

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Project Better Gown

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Search Terms

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• UW-Superior
– Not a one time thing – EVALUATE
– Not be afraid to try new things
– Set goals for where to go (key search terms)
• UW-Stout
– Data influences decision makers
– Blogs rule – but they have to be relevant/updated
– Ask questions when you see discrepancies
– #hobsonsuw
What we’ve learned

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What we’ve learned