This document discusses using web analytics to improve a university admissions website. It notes that only 35% of users visiting from an "Apply Now" campaign are submitting applications, indicating users are having trouble finding the online application. The document proposes addressing this issue through a three-pronged approach involving quantitative, qualitative, and competitive intelligence data. Some specific tactics mentioned include analyzing site search, landing pages, goals, campaigns, and conducting user testing. The overall goal is to provide clear content and simple ways for prospective students to learn about opportunities and apply to the university.

1. Crafting‒and integrating‒a
Web Analytics Strategy
Seth Meranda
User Experience Architect: UNL
Associate Consultant: Noel-Levitz
Thursday, July 28, 11 1

2. Analysis and synthesis ordinarily clarify matters for us about as
much as taking a Swiss watch apart and dumping its wheels,
springs, hands, threads, pivots, screws and gears into a layman's
hands for reassembling, clarifies a watch to a layman.
Author Unknown
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3. UX Problem
“Users&are&confused&about&the&online&application.”
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4. Analytics Issue
“Only&35%&of&users&visiting&our&site&from&the&“Apply&Now”&
campaign&are&actually&submitting&an&application.”
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5. “Our%users%are%having%a%hard%time%finding%
the%online%application,%in%fact%65%%of%
specially%targeted%users%are%abandoning%the%
process%which%leaves%us%X%amount%behind%
our%goal%of%Y%applicants.”
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6. Thursday, July 28, 11 4

7. Three-
Prong
Attack
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8. Quantitative Data
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9. Qualitative Data
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10. Competitive Intelligence Data
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11. Thursday, July 28, 11 9

12. “The goal of the
Undergraduate Admissions
office website is to provide
clear and concise content to
prospective students and
their parents regarding the
academic and student life
opportunities at our institution
as well as to provide simple
ways to join our community
through online registrations,
applications and social
networks.”
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13. Image credit: http://www.imbimp.com/2009/03/google-analytics-dashboard-cake/
Thursday, July 28, 11 10

14. Answers to difficult questions
How well are my How do people find my
marketing campaigns site?
performing?
Is my website driving
What do people do on people away?
my site?
Do I have what
Where are people people are looking
coming from? for on my site?
Thursday, July 28, 11 11

15. Answers to difficult questions
How well are my How do people find my
marketing campaigns site?
performing?
Is my website driving
What do people do on people away?
my site?
Do I have what
Where are people people are looking
coming from? for on my site?
who?
Thursday, July 28, 11 11

16. Answers to difficult questions
How well are my How do people find my
marketing campaigns site?
performing?
what?do people do on
What
Is my website driving
people away?
my site?
Do I have what
Where are people people are looking
coming from? for on my site?
who?
Thursday, July 28, 11 11

17. Answers to difficult questions
how?
How well are my How do people find my
marketing campaigns site?
performing?
what?do people do on
What
Is my website driving
people away?
my site?
Do I have what
Where are people people are looking
coming from? for on my site?
who?
Thursday, July 28, 11 11

18. Answers to difficult questions
how?
How well are my How do people find my
marketing campaigns site?
performing?
what?do people do on
What
Is my website driving
people away?
my site?
when? Do I have what
Where are people people are looking
coming from? for on my site?
who?
Thursday, July 28, 11 11

19. Answers to difficult questions
how?
How well are my How do people find my
marketing campaigns site?
performing?
where?
what?do people do on
What
Is my website driving
people away?
my site?
when? Do I have what
Where are people people are looking
coming from? for on my site?
who?
Thursday, July 28, 11 11

20. Local Site Search
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21. External Keywords
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22. Landing Pages
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23. Goals
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24. Campaigns
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25. Thursday, July 28, 11 13

26. The Marketer’s Dream Report
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27. Thursday, July 28, 11 15

28. Thursday, July 28, 11 15

29. User Testing
User Testing
© Krug, Steve: Rocket Surgery Made Easy
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30. Diagnose quickly
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31. Task Direction
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32. Competitive Intelligence Data
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33. Competitive Intelligence Data
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34. Competitive Intelligence Data
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35. Know where you’ve been
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36. Thursday, July 28, 11 22

37. Thursday, July 28, 11 22

38. Thursday, July 28, 11 22

39. http://goo.gl/VMlh1
Search Engine Optimization
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40. http://goo.gl/VMlh1
Search Engine Optimization
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41. Thursday, July 28, 11 24

42. Seth Meranda
@smeranda
smeranda2@unl.edu
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