website hub
TRANSCRIPT
Jessica KrywosaDirector of Web CommunicationSuffolk University, Boston
Agenda
● A little about me / A lot about you
● Setting the tone: the basics
● Importance of Sticking to a Strategy
● Measurement via Your Website
● Optimization for Insight & Results
Hi! I’m Jess…
● Originally from Upstate NY (Lewis County)
● Degrees in Communication and Integrated Marketing
● 11 years in education communication/marketing
● NCLB grant, MA DOE college access campaign, local and national college access and education reform work
● Special expertise in college access for underserved audiences
● Running my first marathon this fall
…Where am I?
● Originally hired as Director of Electronic Marketing for Enrollment, Retention and International Programs (one division)
● Moved 2 years ago internally to newly formed Office of University Communications (separate division)
● Still primarily focused on enrollment/retention projects
● Work closely on other university projects for electronic strategy, measurement & integration
Where Do You Sit?
● Politics can be a major hindrance
● Do you currently work from a marketing strategy?
● School Vs. Department
● Focus: Admissions Marketing
Happy with your website? ...Neither are we….
Your Site = Communications Hub
http://www.seosmartlinks.com/link-building/
Affecting Change
● The Big Picture. Find it.
● What’s important? Measure that.
● What works? Do more of it.
● ‘We’ > ‘Us’ > ‘Me’
What Questions are you asked…
“DID IT WORK?”
About effectiveness:
“HOW IS THE WEBSITE DOING?”
About web traffic:
“DID THEY READ OUR EMAIL?”
About ‘campaigns’:
Marketing Solves a Problem…..A Specific One
Finding a Solution
● Define the problem
● Research the audience
● Build the tactic
● Measure & adjust
Strategy+ Measurement + Optimization Success
Strategy+ Measurement + Optimization Success
Does anyone really care?
Defining Success
● Benchmark
● Deadlines
● Flexibility
● Learning
Stick to (& maintain) a Strategy
Who are We?
● What are our institutional goals?
● How does our dept support these?
● What problems do we currently face?
● What tactics are pushing to the .edu? Why?
Maintenance
● Is your strategy dusty?
● Does everyone work from it?
● Have we shared our current reporting on it?
● What needs to be changed?
Strategies are not static: we can adjust them at any time
Measurement
Tactic Audit
● What types of tactics are you using most often?
● What will success mean for each tactic?
● How will you measure each channel?
● What kind of ROI are you going to calculate?
Tactics & Channels Together
● How do they intersect
● How do they differ
● Are we looking at the total package
● Define both tactic and channel measurements
KPI’s or ‘Big Picture’● Outcomes
○ Conversions○ Engagement○ ROI
● Specific to Admissions
○ Downloads (specific audience goals)○ Clicks to external pages (applications, etc.)○ Visit registration○ Dept of visit○ New visits/locations○ Travel
For Admissions:
Applications & Enrolls
For Admissions:
Applications & Enrolls○ Engagement○ Downloads○ Visits○ Email Opt in○ Social Media
Set Google Analytics Goals
● Downloads
● Clicks
● Plays
● Engagement
● Registrations
● Payments
Use Advanced Segments
● International
● Mobile
● Social Media
● Organic Search
Use Annotations● Campaign start
● Campaign end
● Changes?
What works?
● Analyze tactics
● Uncover hidden strengths/weaknesses
● Set specific increases (%)
● Change affected?
● Note time of year, year over year
Monitor & Update
Testing & Optimization
● Online Ads
● Web pages
● Landing Pages
● Social Media & Other Referrers
Offline Redirects:Do people use them?
Don’t Forget: Events!
Don’t Forget: Surveys!
Let’s Focus on Two…
Email & Landing Pages
Optimizing: Email
● Subject Lines
● Body Copy
● Buttons for CTA
● Placement
● Images
● Mobile
Optimizing: Landing Pages
● Form length
● Buttons for CTA
● Body Copy
● Images
● Simplicity
A/B Split or Multivariate
● A/B○ Simple – A or B (and sometimes C)○ Software (ESP) or Self
● Multivariate
○ More complex – A1, A2, A3, and B1, B2, B3, and C1…..
○ More likely software
Testing & Optimization
Testing & Optimization
Testing is never ‘one and done’
Do You Report Findings?
● Who receives reports
● How are they used
● What format should they take
● How often should they be updated
● What type of information should they include
Resourcesgoogle.com/analytics/siteopt
analytics.blogspot.com
lunametrics.com/website-conversion/multivariate-testing
clickz.com/clickz/column/1716983/a-b-split-testing-crash-course
trendingupward.net
conversion-rate-experts.com/articles/101-google-website-optimizer-tips
webinknow.com/2011/03/marketing-roi-and-what-you-should-measure.html
Let’s Continue…
@jesskry
doteduguru.com
Krywosa.com
Further Discussion?
Anything else?
If not….Thanks! �