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May E-learn Call: Using Google Analytics

May E-learn Call: Using Google Analytics. Nicolé Mandel (AETC National Resource Center) Nancy Warren (Pacific AETC). Objectives. By the end of this session, participants will be able to : Create a monthly evaluation report List two ways you could use Google Analytics in your work

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May E-learn Call: Using Google Analytics

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  1. May E-learn Call: Using Google Analytics Nicolé Mandel (AETC National Resource Center) Nancy Warren (Pacific AETC)

  2. Objectives By the end of this session, participants will be able to: • Create a monthly evaluation report • List two ways you could use Google Analytics in your work • Describe three benefits of using Google Analytics for evaluation efforts

  3. Using Google Analytics Nicolé Mandel

  4. Google Analytics:A Program Evaluation Approach Nancy Warren, MPH

  5. Case study: TARGET Center

  6. Evaluation: parameters • How has redesign impacted usage? • Has the redesign increased or decreased usage? • Has usage changed in other ways (topics accessed, etc)? • Are we reaching the target audiences? • Where do we need further improvement?

  7. User Visits IncreaseOld Site (2011-12) vs. New Site (2012-13)

  8. Change in Visits:Old versus New site

  9. What are the terms we are using? • Element: what the user clicks • Page views: average # of pages viewed during a visit to the site • Unique page views: average number of unique pages viewed during a visit to the site • Time on page • Bounce rate: visits in which the person left the site from the entrance page without interacting with the page

  10. Begin evaluation at home (page) • What features are available on both the old and new home page? • How can we compare users across them?

  11. Assessing change between 2 time periods

  12. Poll 1: What are the challenges of comparing before/after websites in a redesign? • Some features will not exist in the new redesign • Some features will be presented differently in the new redesign • There are no challenges in comparing websites before/after

  13. Who’s visiting?: TARGET’s target “audience”

  14. Assessing change: the “audience”

  15. Poll 2: How has the new site design impacted target audience? • For most audiences, the new site has higher page views • For most audiences, the new site has higher unique visitors • For most audiences the new site has higher percentage of unique visitors • All of the above • None of the above

  16. New audiences added

  17. Top Pages Visited (by topic)

  18. Top Pages Visited (by topic)

  19. Poll 3: what is the clear difference with the new v. the old site? • The new site more often higher page views • The new site more often has more unique visitors • The new site more often has a higher percentage of unique visitors • All of the above

  20. Take Home of top 10 pages • Indications users can find pages they need more quickly and easily in new site • No “search” in top 10 for new site v old site • Higher % of unique page views in new site • Overall lower bounce rate • RSR users seem to be able to find pages without resorting to “search”

  21. Take Home of top 10 pages • Indications site has continuity with old site • Many sites similar in top 10 – RSR, Data, Webcasts/webinars, Events • Indications site is responding to wider target audience needs • RSR related pages appear in 3 of old sites top 10 pages but only 1 of new sites • New elements like “grantees and providers” made it in the top 10 page views

  22. Take Home of top 10 pages • Indications site needs more tweaking • Lower page views for top 10 in new site • Lower time per page for top 10 in new site

  23. Future Evaluation using Google Analytics • Ongoing needs assessment: rotate the questions we asked in AGM/USAC survey one question at a time via an embedded or popup question • Use some of the new tools in analytics to assign pages value for example, or to create goals etc. • Try posting the website to areas where we know the infrequent users visit, based on our AGM survey which were, for example, HAB, HIV Insite, NQCthen analyze site impact

  24. Questions? Comments? nancy.warren@ucsf.edu Nancy Warren, MPH Director of Evaluation PAETC

  25. Questions?

  26. Contact Any questions about the presentations: • Nicole Mandel: nmandel@chi.ucsf.edu • Nancy Warren: Nancy.Warren@ucsf.edu

  27. Next Month • Date: June 3, 2014 • Topic: YouTube Guidelines and Mobile-Friendly Webinar Converter • Time: 1pm ET/10am PT

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