WebAnalyticsAssignment4 (2) copy
- 1. Web Analytics Project Assignment Name: Alyssa Sybilrud •UWEC Continuing Education Business Description (www.uwec.edu/ce) •The UWEC website states that the mission of continuing education is to enrich, "family, community and economy through accessible education for people of all ages." •Describe key elements of the CE marketing program by viewing their site •The CE marketing program sell their center for business solutions, conference and meeting services, contact training, and business counseling. •List and briefly describe their different target customers for their services? Business Counseling -managers and business owners, contract training-supervisors, conference and meeting services-business, organization, agency, college or department, center for business solutions - (whatever the size or scope of your business) •CE's value proposition incorporates all aspects of continuing education and how it is unique from traditional education. The value proposition also describes how respect, integrity, quality, innovation, advocacy, and civic engagement are key components for education at UW-Eau Claire. •Describe their key marketing activities UWEC CE Web Site •The purpose of the site is for the community to have easy access to view programs and services that are available to them through UW-Eau Claire's Continuing Education program. •The key tasks are viewing and registering for the programs and services that are offered through CE. •I would consider "successes" as the visitors who register for the CE programs and service as a conversion metric. •Web Site Traffic CE Web Site Traffic Visits Page Views Avg. Visit Duration Aug-Sep 2012 11,232 34,417 00:03:18 Jan-Feb 2012 10,325 35,340 00:03:16 Aug-Sep 2011 6,831 27,904 00:03:32 My conclusion from the data is that the site has greatly improved reaching an accurate targeted market, (traffic). This is shown in the results as a continual increase in CE site visits and CE site page views. Also, the average visit duration decreased from 2011 to 2012. I believe this is due to increasing the site's navigation and usability, since visitors can quickly find what they are looking for they will spend less time on the CE home page. And not to the fact that visitors exit the website because of the content.
- 2. Comparable Web Site Traffic Visits Page Views Avg. Visit Duration Aug-Sep 2012 2,703 7,109 00:02:15 Jan-Feb 2012 3,796 9,118 00:02:33 Aug-Sep 2011 3,305 9,321 00:02:13 All topics differ from the CE website to the COEHS website. It seems that the CE website is steadily improving over the months, especially compared to the COEHS website. The CE website's marketing in the regards to site visits, page views, and average visit duration is a success compared with the comparable COEHS website. CE Web Site Traffic Visits New Visits % New Visits Aug-Sep 2012 11,232 5,839 51.99% Jan-Feb 2012 10,325 5,248 50.83% Aug-Sep 2011 6,831 3,014 44.12% I conclude that CE marketing has effectively attracted new visitors to their site through the postal carrier program. As the information above shows, the visits and new visits almost doubled with the postal carrier program. Furthermore, the percentage of new visits with the program made up more than half of all visitors to the website. I believe the data shows that the postal carrier program has been highly effective and should continue.
- 3. CE Web Site Traffic Visits Mobile Visits % Total Visits Aug-Sep 2012 11,232 1,140 10.15% Jan-Feb 2012 10,325 761 7.37% Aug-Sep 2011 6,831 284 4.16% The data shows that mobile devices are becoming more popular (traffic) and how the CE mobile website has improved (experience for users). I believe that the CE website has increased its ease of navigation and use of simple formatting to become more successful with mobile users. This is proven by the data, showing that the percentage of total visits has increased over double. Traffic Sources Visits Avg. Visit Duration %New Visits Bounce Rate (%) 1. Google / organic 4,884 00:02:36 52.97% 53.30% 2. Bing / organic 867 00:05:32 32.41% 40.14% 3. Yahoo / organic 313 00:03:09 54.31% 48.24% 4. Wocncb.org / referral 188 00:04:52 71.81% 15.96% 5. Facebook.com / referral 134 00:04:04 28.36% 49.25%
- 4. 6. Ask / organic 43 00:01:42 69.77% 62.79% 7. Aol / organic 41 00:00:55 73.17% 65.85% 8. Avg / organic 37 00:04:37 37.84% 40.54% 9. Enhanced.charter.net / referral 35 00:01:39 68.57% 51.43% 10. Gsmmn.mngeology.net / referral 33 00:00:51 69.70% 87.88% 11. Uwecnotices.blogspot.com / referral 32 00:02:22 0.00% 43.75% I conclude that CE is placed high on the organic searches, which make it easier for visitors to find. They use correct and common keywords to help visitors direct them to their website (volume). However, I believe CE has not been as successful with referral sites. Only five websites were referral based and three were the lowest for number of visits. CE should to improve on affiliating with website that attracts more volume. As for quality of traffic the referral websites have on average a lower bounce rate and high percentage of new visitors (quality of traffic). This shows that the referral websites, the affiliates, are attracting the correct target demographics to draw in the attention of potential visitors. ii) Although site traffic did not increase substantially, it did increase after the general newsletter was sent. Furthermore, its visits remain steady and gradually increase two days after the newsletter. I believe that they have hit their correct target market since the number is steadily increasing, so those receivers are continually visiting the website for more information. iii) September 6th was highly effective in its website traffic. It has consistently maintained high visits compared to months past. Also, it has more steady traffic, which means its content and navigation are excellent so visitors want to return to the website and new visitors can easily access and find it.
- 5. Site Traffic (Visits) CE General Newsletter Emails -3days -2days -1day Same day +1 day +2 days Sep 6, 2012 General Newsletter Visits 101 229 230 1068 247 261 Jan 6, 2012 General Newsletter Visits 182 174 170 1000 257 217 Sep 7, 2011 General Newsletter Visits 92 53 140 651 208 158 Jan 13, 2011 General Newsletter Visits 163 190 236 1103 302 212 •The CE targeted email programs were effective at driving traffic to the targeted pages. All but one CE programs at least doubled its page views the next day after the targeted emails were sent. I can conclude that the CE targeted the correct marketing segment, except for supervisory management, to drive traffic to their site initially. However, the targeted emails were not effective in maintaining traffic to the website.
- 6. Main Landing Pages Page Views CE Targeted Emails -3day -2days -1day Same day +1days +2days Sep 19 Supervisory Management 2 9 13 36 10 2 Sep 14 Adult Learning 5 3 1 20 6 5 Sep 13 Retirement Preparation 3 1 2 19 10 3 Aug 29 Entrepreneurial 7 2 6 38 15 8 Aug 16 Human Services 22 17 5 63 10 9 Aug 9 Adult Learning 2 2 17 76 41 14 Aug 2 Personal Enrichment 18
- 7. 14 15 108 43 18 CE Conversion Sum of Page Views of the 3 Registration Pages CE Site Visits Conversion Rate (%) Aug-Sep 2012 1,345 11,232 11.97% Jan-Feb 2012 1,342 10,325 13.00% Sep-Oct 2011 1,092 7,085 15.41% The CE site was unsuccessful at converting its customers from August to September 2012. Compared to January and February, there was more visitors but relatively the same registration page views. I conclude that this may be due to an increase in awareness for the website but lacks the navigation or information to persuade visitors to proceed to register for the classes and programs. •User Experience •Usability for the CE website has steadily decreased over the past year. This trend is probably due to a decrease in experience of users. The updated website may have become more difficult to navigate and perform certain tasks. User Experience Bounce rate (%) Aug-Sep 2012 51.23% Jan-Feb 2012 49.56% Sep-Oct 2011 45.35% The Continuing Education main link has 9.6% (87 clicks), Programs 2.4% (22 clicks), Services .8% (7 clicks), Registration .4% (4 clicks), About CE .4% (4 clicks), and Contact CE 1.2% (11 clicks). The usability is very good on the CE website because the most clicked link is the largest visually and the furthest to the left. The trend continues with the most clicked on the left and least on the right, except for the Contact CE link. But this exception is acceptable because it is for ease of navigation.
- 8. •Search keywords usage •Uw continuing education, continuing education, online continuing education, continuing medical education, continuing education online, free continuing education, continued education •Continuing Education Programs, Continuing Education Credits, Continuing Education Classes, Continuing Education Online, Continuing Education for Insurance Agents, Free Continuing Education •Examine the keyword density of the current CE home page using a density checker, then given what you found using the keyword suggestion and keyword density tools, recommend keyword changes to the home page that you feel would improve the CE home page ranking. Current-Online, education, business, courses, programs, services, and family Recommended-Classes for adults, services nonprofit speech, speech language pathology, and adult education health, education, programs, services, business, courses, online, program, community, human, and classes •Recall the SEO factors in class for getting a high page rank. Examine the page titles, Meta description tags, alt text and links on the CE site. Report what you find. Make conclusions about how well the SEO guidelines are followed by the CE site for these items. •The UW-Eau Claire’s CE website had a rating of 6/10. I ranked this against comparable universities’ CE websites such as UW-La Crosse ranked 5/10 and UW-Stout ranked 5/10. With these comparisons, I can conclude that UW-Eau Claire’s CE website has an above average and successful inbound links.