WebLink recently hosted a webinar for business associations and chambers of commerce titled, “Advanced Google Analytics: Top 10 Things Your Association Should be Measuring (But Probably Isn't).” WebLink's Senior Website Designer Benji Craig showed attendees how to build their own "website empire" and led them through some of the more advanced ways of measuring website traffic and how that information can be used.
The response was incredible and truly demonstrated the need among member-based organizations to understand how their website can impact member retention, new member sales and non-dues revenue.
By using a few additional tools in Google Analytics, your association can gain insight into who is visiting your website, what they are looking for, why they are leaving your site and how you can create additional value for your site visitors and your members.
Here are some of the top questions from the webinar.
- How much does Google Analytics cost? While Google does have some premium options, most associations and chambers of commerce use the free version of Google Analytics. Simply sign up for an account, insert their special tracking code on your website pages and you’re on your way to better understanding your website traffic.
- What is that on-page tracking script? During the webinar, WebLink’s Benji Craig showed how using a special script can help you track if a visitor scrolls on the page or reaches the bottom of the page as a way to measure engagement. Learn more about implementing this script here.
- What is bounce rate? Bounce rate is the percentage of visitors that only view one page before exiting a site. So if the bounce rate for a page is 80% it means that 80% of the people that land on that page as an entry to the site will leave before visiting any other page. Read Benji Craig’s recent post on bounce rate.
- What does Not Provided mean in my keyword list? Not Provided is for keyword searches that drove traffic to your site from Google users that were logged into a Google product. Google estimated this would affect no more than 10% of searches. If you find that Not Provided accounts for more than 10% of your keyword traffic, there are some additional workarounds you can employ to understand what is driving traffic to your site. See a list of articles on this topic.
- In addition to Not Provided, what is Not Set? Not Set is a term that Google Analytics uses when there is no information for the filter or criteria you have selected. There are several ways to address Not Set. Learn more here.
What are some other resources for learning Google Analytics? First, make sure you attend our next webinar on website data. :-) Until then, below is a copy of our presentation which contains some additional resources near the end.
Can I get a recording of this webinar? You can view a recording of the webinar here.
Thanks to everyone who attended our webinar. Look for more webinars coming soon on member management, association websites, social media for associations and more.