Скачать презентацию Measuring Web Site Success Jim Feck Union College Скачать презентацию Measuring Web Site Success Jim Feck Union College

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Measuring Web Site Success Jim Feck, Union College Rachel Reuben, SUNY New Paltz Ned Measuring Web Site Success Jim Feck, Union College Rachel Reuben, SUNY New Paltz Ned Stankus, Hamilton College

On the Agenda • How to set measurable goals for your site • Tools/methods On the Agenda • How to set measurable goals for your site • Tools/methods to measure your site’s success – – Log file analysis Focus Groups Surveys Usability studies • Best practices for using those tools • What to do with the “data” once you have it

Guiding Principles • Your numbers are wrong – Trends are important – Consistency is Guiding Principles • Your numbers are wrong – Trends are important – Consistency is key to everything • Set specific (and realistic) goals – Need to accommodate both the technology and the end user • Use quantitative data to back up qualitative data and vice-versa • Look for trends in resources accessed

Analytics: Log File Analysis • How it works – Definitions • Tools available – Analytics: Log File Analysis • How it works – Definitions • Tools available – – – Web. Trends Urchin Click. Tracks Analog “Hosted” Solution (Embedded Java. Script code) • “Myths” • Best practices • Success/failure stories/gotchas

Analytics: “Other” • Mass e-mail effectiveness • Search engines • Third-party and legacy systems Analytics: “Other” • Mass e-mail effectiveness • Search engines • Third-party and legacy systems – Virtual Advisor – Chat. U – Webcast • Homegrown apps – News – E-Newsletter • Error tracking – E-Mail Notifications

Focus Groups • What are they? • When to use focus groups? • How? Focus Groups • What are they? • When to use focus groups? • How? – Target audiences – Open discussion • Outcomes • Focus groups yield qualitative (subjective) data

Usability Testing • What is it? • When to use usability testing? • How? Usability Testing • What is it? • When to use usability testing? • How? – Target audiences – Open discussion • Outcomes • Usability testing yields both qualitative AND quantitative data

Surveys • What are they? – Types • When to use surveys? – Each Surveys • What are they? – Types • When to use surveys? – Each type • How? – Target audiences – Tools • Outcomes • Surveys can yield both qualitative AND quantitative data (depending on questions)

Summary • Focus groups – Broad strokes – Subjective – Easy to perform • Summary • Focus groups – Broad strokes – Subjective – Easy to perform • Usability testing – More granular – More defined • Surveys

Metrics We Can’t Live Without – – – – Page/site popularity - comparing date Metrics We Can’t Live Without – – – – Page/site popularity - comparing date ranges Click paths (to and from) Internal search terms Referrals/referral search terms Browser (user agent) tracking Dynamic page query data Downloads for non-html files Entrance/Exit pages Unique/Repeat visitors (more reliable with cookies) E-mail clickthrough Admissions Surveys Time on site Error reports

Promoting yourself and your office • Summarize findings regularly to key administrators – Analytics Promoting yourself and your office • Summarize findings regularly to key administrators – Analytics of all types educate you and everybody else – Keeps the Web on the radar screen – In the long run, this education helps build support for the work you do every day.

Reading List Web Usability • Don’t Make Me Think! (Steve Krug) • Designing Web Reading List Web Usability • Don’t Make Me Think! (Steve Krug) • Designing Web Usability (Jakob Nielsen) Log File Analysis/Visitor Tracking • Web Metrics (Jim Sterne) Other: • Call to Action: Secret Formulas to Improve Online Results (Bryan and Jeffery Eisenberg)