Make Quality Content Count with Web Analytics (edUi)
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The document discusses how web analytics can be used to better understand content quality and effectiveness. It argues that web analytics provides both quantitative and qualitative insights when used in conjunction with goals, key performance indicators, and other contextual factors. Specifically, web analytics can help validate assumptions, prioritize brand attributes, identify problematic content, and demonstrate the success of content in meeting business objectives and user needs.
![“
#eduiconf | @epublishmedia
[Web analytics] changed the
game for marketers and
advertisers. But with respect to
content quality, many
practitioners are flip-flopping with
regard to which numbers matter,
and whether we can make use of
them.
Kristina Halvorson
Content Strategy for the Web
4](https://image.slidesharecdn.com/edui-2011-upload-111014191601-phpapp02/85/Make-Quality-Content-Count-with-Web-Analytics-edUi-4-320.jpg)
![“
#eduiconf | @epublishmedia
[A ‘bottom-up’ approach] relies
on pattern analysis and failure
analysis to help you understand
your users’ intent in qualitative
ways that complement the top-
down approach.
Lou Rosenfeld
Co-author, Information Architecture for the World Wide Web
29](https://image.slidesharecdn.com/edui-2011-upload-111014191601-phpapp02/85/Make-Quality-Content-Count-with-Web-Analytics-edUi-29-320.jpg)
Make Quality Content Count with Web Analytics (edUi)
- 1. Make Quality Content Count with Web Analytics Rick Allen @epublishmedia edUi 2011, October 14 #eduiconf
- 2. 2
- 3. #eduiconf | @epublishmedia So what? Exactly. 3
- 4. “ #eduiconf | @epublishmedia [Web analytics] changed the game for marketers and advertisers. But with respect to content quality, many practitioners are flip-flopping with regard to which numbers matter, and whether we can make use of them. Kristina Halvorson Content Strategy for the Web 4
- 5. #eduiconf | @epublishmedia What Why 5
- 6. #eduiconf | @epublishmedia Quantitative Qualitative 6
- 7. #eduiconf | @epublishmedia Web Analytics UX 7
- 8. “ #eduiconf | @epublishmedia Broadly speaking - and thanks largely to the ubiquity and ease of access to Google Analytics (GA) - businesses have become fixated by traffic volumes, bounces, sources, journeys and subsequent destinations and the like and aren't looking to learn more. Clare O’Brien CDA 8
- 10. Numbers rarely speak for themselves • 2,000 page views • 70% returning visitors • 80% bounce rate 10
- 13. To find answers with web analytics, start with meaningful content questions.
- 14. #eduiconf | @epublishmedia What analytics can't do… • Provide a complete content measurement solution • Provide accurate data • Adequately answer Why? 14
- 16. #eduiconf | @epublishmedia What analytics can do… • Comparative analysis: measure content trends • Quantitatively evaluate content quality • Challenge and validate assumptions • Demonstrate how content meets established business goals and users’ needs • Enable content owners to measure the success of their own content 16
- 17. #eduiconf | @epublishmedia Goals Insights Top-down analytics Answer your questions 17
- 18. #eduiconf | @epublishmedia Discovery Search Bottom-up analytics Insights through discovery 18
- 19. Analytics can do more than report progress— it can inform process. • Research and discovery • Messaging • Content audits • Content analysis • Content governance 19
- 21. “ #eduiconf | @epublishmedia Often numbers don’t speak as loudly as they should because you are missing one simple ingredient: context. Avinash Kaushik Web Analytics 2.0 21
- 22. Without context, your data is meaningless.
- 25. Goals provide context. Context provides meaning.
- 26. #eduiconf | @epublishmedia Analytics Analysis Framework 1 Business objectives What is the purpose of your website? What actions do you want people to take on 2 Goals your website to meet your business objectives? Key Performance What relevant web metrics can be used to 3 measure the efficacy of your website goals Indicators (KPIs) over time? What are the benchmarks for your KPIs? How 4 Targets do you rate success? What visitor attributes will provide meaningful 5 Segments insights? Source: http://www.kaushik.net/avinash/web-analytics-101-definitions-goals-metrics-kpis-dimensions-targets/ 26
- 27. #eduiconf | @epublishmedia Analytics Analysis Framework Improve communications and feedback 1 Business objective systems • Read news blog 2 Goals • Leave a comment Key Performance • Time on page 3 Indicators (KPIs) • Comment rate • 2+ minutes per page 4 Targets • 5% comment rate • Visits from social media sites 5 Segments • Visits to conversions Source: http://www.kaushik.net/avinash/web-analytics-101-definitions-goals-metrics-kpis-dimensions-targets/ 27
- 28. #eduiconf | @epublishmedia Analytics Analysis Framework 1 User Task Find tuition and expenses • Successful site search 2 Goals • Click on "quick link" Key Performance • Search queries rate 3 Indicators (KPIs) • Pageviews from “quick link” • 90% success rate for cost-related queries 4 Targets • 30% of traffic from quick links • Visits from external traffic 5 Segments • Visits to conversions Source: http://www.kaushik.net/avinash/web-analytics-101-definitions-goals-metrics-kpis-dimensions-targets/ 28
- 29. “ #eduiconf | @epublishmedia [A ‘bottom-up’ approach] relies on pattern analysis and failure analysis to help you understand your users’ intent in qualitative ways that complement the top- down approach. Lou Rosenfeld Co-author, Information Architecture for the World Wide Web 29
- 30. 30
- 31. #eduiconf | @epublishmedia The challenges of qualitative research • Data usually from small numbers • Most methods take a snapshot in time • Difficult to capture some behavior • Setting sometimes artificial (e.g. lab tests) Source: http://www.slideshare.net/UserIntelligence/combining-methods-web-analytics-and-user-testing-4330718 31
- 32. Web analytics enables more comprehensive user research.
- 33. #eduiconf | @epublishmedia How web analytics can help • Referring site traffic • Search engine traffic • Traffic by geographic location • Traffic by technology 33
- 34. #eduiconf | @epublishmedia Message architecture Sample: • Student-centered • Empowering and valuable • Community-minded • Pioneering and resourceful • Welcoming 34
- 35. Web analytics can validate assumptions and help prioritize brand attributes.
- 40. #eduiconf | @epublishmedia Content audit • Redundant • Outdated • Confusing • Missing or hard-to-find 38
- 41. Web analytics can help identify and evaluate the impact of content problems.
- 44. #eduiconf | @epublishmedia Content analysis • Usefulness and relevance • Clarity and accuracy • Influence and engagement • Completeness • Voice and style • Usability and findability Source: http://www.uxmatters.com/mt/archives/2009/04/toward-content-quality.php 42
- 45. #eduiconf | @epublishmedia How do I know which part of our audience is getting our message? Are they sharing our ideas? 43
- 46. #eduiconf | @epublishmedia What type of content is most effective at driving inquiries? Which channel should we use to communicate with prospect students? 44
- 47. #eduiconf | @epublishmedia Are people finding our content through search? When they find it, is it relevant to them? 45
- 48. Augment qualitative analysis with web analytics for deeper content insights.
- 49. #eduiconf | @epublishmedia Content governance and measurement • Measure business goals and users’ needs • Demonstrate success • Identify problems 47
- 50. Use web analytics to maintain content owners’ focus and demonstrate success.
- 51. #eduiconf | @epublishmedia Rewards • Useful, purposeful content that meets business objectives and users’ needs • More comprehensive user research • Validate assumptions and help prioritize brand attributes 49
- 52. #eduiconf | @epublishmedia Rewards • Help identify and evaluate the impact of content problems • Augment qualitative analysis for deeper content insights • Maintain content focus and demonstrate success 50
- 54. #eduiconf | @epublishmedia Thanks! Rick Allen @epublishmedia 52
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