Higher Ed Boot Camp: Google Analytics for NetCommunity

Margo Anderson, Client Manager | Page #1 © 2010 Blackbaud
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© 2008 Blackbaud
Intro to Google Analytics
Margo Anderson – Internet Solutions Client Manager

 Remove distractions from your environment
 Close mail or other programs you may have opened other
than Live Meeting
 Respond to the polls and questions
 Raise your hand electronically to ask a question
 Mute your phone
“Netiquette”

Today’s Session Agenda
 Introductions
 Review the Google Analytics interface
 Methods to improve GA stats
 Provide practical examples
 Review benchmarking datasheet

About the Host
Margo Anderson
 Internet Solutions Client Manager
 Manager of Blackbaud’s internet solutions
service bureau offering (Data Management
Services for Internet Solutions)
 Passionate about online fundraising
and email marketing
 5 years of experience working with
Blackbaud NetCommunity
 Loves the outdoors!

Who uses Google Analytics Today?
 Use your voting buttons!

Google Analytics – what is it?
 Free, hosted web analytics tool
 Shows how visitors find and use your site
 Tracks performance of key words, ads, referring sites
 Provides LOTS of tools and reports to analyze site
 Scalable – novice to expert use

How it Works
 Add JavaScript to bottom of layout or
template in BBNC, or use global
administrative option
 Anonymous
 No personally identifiable information is
collected
 Data not accessible to staff or 3rd parties
 Caveats
 Like everything else on the Internet,
requires users accept cookies
 If user disables JavaScript, Google
Analytics will not work
 No reporting tool is 100% accurate –
focus on trends and statistics

How to add to BBNC
 Version 6.15
 Administration > Sites > Select Site > Add Script

Why Is This Cool?
Understand
Users and
Behavior
Interpret
and Analyze
Data
Make Better
Decisions

Google Analytics User Interface

Google Analytics Dashboard

Segments

Visits: number of times
someone interacted with your
website

Adding Annotations

Pageviews: how many pages
were viewed during those visits

Page/Visit: average number of
pages viewed during each visit

Bounce Rate: the percentage
of those visits in which the
person instantly left your site

Avg. Time on Site: how long
people stayed on your site

New Visits: how many visits
were from people who visited
your site for the first time

Number of visitors
(both old and new)

Map of where
(geographically) are your
visitors coming from

Traffic Source: Where (on the
web) are you visitors coming from

Specifies the top five most
viewed content pages over the
time period you're looking at

Top Content Pages

Demonstration

How to Improve Stats

Bounce Rate
Understanding Bounce Rate –A general guide to the bounce rate percentage is
below:
 30% is considered normal and no action is needed.
 50% means you should consider reviewing data further and make
appropriate changes to page
 70% means the page is not retaining visitors and something must be
changed.
How to Reduce Bounce Rate
1. Make sure keywords are relevant to the content
2. Create reader-friendly content
3. Place your call to action close to the top
4. Update your content
5. Have clear navigation

Site Visits
How to Increase Site Visits
 Provide quality and relevant content
 Improve search engine ranking
 Get linked
 Good email campaign
 Put web address on everything!

Pop Quiz

A Few Examples – Pop Quiz
 High traffic + high bounce rate =
 High returning + low new =
 High direct links + low referring links =
 Specific keyword + high bounce rate =
 Internal search keywords =
 Site overlay =
no clear “call to action”
increase acquisition efforts
poor SEO / affiliate traffic
increase content quality
what visitors are looking for
literally see what is / is not
working

Benchmarking

Benchmarking Worksheet
 Monthly Basis
 Track
 Web Stats
 Email Stats
 Online Transaction
 User Logins and Online
Community usage

Benchmarking Worksheet
Understanding the Basics
 What are your prime hours, days of week, and days of the month for
visitor usage?
 How many unique visitors, how often do they visit, for how long?
 What are the most viewed pages? Are they consistently most
viewed or do they change weekly or monthly?
 What are the least viewed pages? Consider revising, re-marketing
or removing.
 What search engines are most used, keywords searched, browsers
being used?

Questions?

A Word From Our Sponsors
DMS for Internet Solutions allows nonprofits with our Internet products to offload recurring, ongoing functions
associated with web/email management and day-to-day operations.
Data Services Email Management
 Assistance in processing Blackbaud
NetCommunity transactions within The Raiser’s
Edge.
 Configuring The Raiser’s Edge to support new
Blackbaud NetCommunity parts
 Reporting and List Generation Services
 Segmentation and list preparation
 Split testing
 Copy editing (including conditional email
content)
 Email template development
 Email testing
 Opt-out and Bounce management
Content Management Online Strategic Oversight
 Copy editing
 Create new pages and templates
 Configure and style Blackbaud NetCommunity
parts
 Maintain and update information architecture
 Refresh content and images (i.e., replace
expired content)
 Share Blackbaud NetCommunity best practices
in relation to the organization’s audience and
organizational priorities
 Provide quarterly updates of internet trends
and evolving technologies that impact the
organization’s business objectives
 Maintain web presence on the leading-edge of
solution functionality
 Distribute monthly analytics reports of relevant
web and email metrics

Resources
 Conversion University
 http://www.google.com/support/conversionuniversity/?hl=en
 Google Analytics YouTube Channel
 http://www.youtube.com/googleanalytics

Higher Ed Boot Camp: Google Analytics for NetCommunity

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