Using Web Analytics to Optimize your Recruitment Funnel - TXGAP 2022
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The presentation discusses using web analytics to enhance recruitment funnels, highlighting key metrics and technical aspects needed for optimization. It emphasizes transitioning from Universal Analytics to Google Analytics 4, offering a step-by-step migration guide and tools like Google Data Studio for visualization and reporting. Findings suggest the importance of engagement, user-friendly designs, and multiple communication options to improve conversions.
Using Web Analytics to Optimize your Recruitment Funnel - TXGAP 2022
- 1. Using Web Analytics to Optimize your Recruitment Funnel Presented by: Alex Garrido Dir. Digital Marketing & Analytics The University of Texas Rio Grande Valley tinyurl.com/TxGAP22 analytics@utrgv.edu
- 2. We will talk about • Quick Activity • Overview of metrics/dim within the Recruitment Funnel • Technical aspects • Example using Graduate program data • Reusable Template using Merchant Store Demo Data tinyurl.com/TxGAP22 analytics@utrgv.edu
- 3. Group Activity (5 Mins) Background: The majority of the time, we are better at solving the problems of others than our own. 1. Find a presentation partner. 2. Introduce each other. 3. When it comes to using analytics for your website and your recruitment funnel, what is the biggest issue you face? a. Ex. Not currently tracking, lack of access, no custom reporting, confusing metrics, etc. tinyurl.com/TxGAP22 analytics@utrgv.edu
- 4. Recruitment Funnel Awareness Consideration Interest Application Enrollment How are people finding your site? Source/Medium, Pageviews, Users How are people interacting with your site? New vs. Returning Users Why are they leaving your site? Engagement, Scroll depth, Events Why are they not taking the next step? Conversion path tinyurl.com/TxGAP22 analytics@utrgv.edu
- 5. Universal vs. A4 Key difference: How actions are measured. • Universal Analytics (Old): Declarative, need to manually create custom events, limited tracking options (PDFs) • Universal Analytics will no longer process new data in standard properties beginning July 1, 2023. • Analytics 4: Automatic tagging of events, cohort & engagement focus (scroll depth, clicks, interactions). tinyurl.com/TxGAP22 analytics@utrgv.edu
- 6. Migration to A4 1. Create your new A4 Account for your university. 2. Connect your data via the Google Analytics Setup Assistant. 3. Keep your existing UA going for a few weeks/months. 4. Start migrating the Global Site Tag (gtag.js). 5. Need help? Email analytics@utrgv.edu tinyurl.com/TxGAP22 analytics@utrgv.edu
- 7. Google Data Studio 1. Visualize what matters to you. 2. Schedule weekly/monthly reports. 3. Create brand-compliant reports. 4. Can connect to multiple sources (social media analytics, surveys, custom excel sheets, etc.). 5. Free 6. Granular access (IT likes this) tinyurl.com/TxGAP22 analytics@utrgv.edu
- 8. It is all about engagement tinyurl.com/TxGAP22 analytics@utrgv.edu
- 9. Conversions using a Thank You Page tinyurl.com/TxGAP22 analytics@utrgv.edu
- 10. Google Data Template Feel free to use this template to get started: https://datastudio.google.com/reporting/acaca626-6ea9-40a5-8335-3f76546bc7e9 tinyurl.com/TxGAP22 analytics@utrgv.edu
- 11. Some of our findings ● Run multiple experiments. People change. ● Risk-averse people do not take risks. Do not ask them to overcommit. ● A friendly, “we are in your side” tone helps encourage conversions. ● The average time to reach “peak frustration” is 10 seconds. ● Contrary to popular opinion, on-page engagement helps with conversions as long as they feel they are moving forward. ● Make it “impossible to get lost” and have a clear call to action. ● Offer multiple ways to connect their information. tinyurl.com/TxGAP22 analytics@utrgv.edu