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Using Google Analytics for Chambers and Associations

Posted by Curt Moss on Aug 8, 2013 12:23:00 AM

Many chambers of commerce and associations understand the importance their website plays on driving new member sales, improving member retention and generating non-dues revenue.   Your website is your single largest communications tool and has a far greater reach than your emails, newsletters, events and advertising efforts - combined.

Frequently, though, the staff members of chambers and associations are busy providing services to your members and may not have the expertise to be a full-time website data analyst.  Fortunately, Google Analytics make measuring traffic on your website easy - and it's free to boot.

Still, there can be many different reports and information to review and most associations and chambers don't look beyond the basics of page views, site visits and time on site.   And yet, by acting on the data gleaned from your website, you can gain fantastic insight into your site visitors and make better decisions going forward. WebLink International has designed more than 500 websites for chambers and associations and we've seen member-based organizations create highly engaging websites by truly understanding the impact their website has on their entire business.

Benji Craig, WebLink's senior web designer, has assembled several items that chambers and associations can view in Google Analytics to help you better manage your website.  On August 7, WebLink hosted a webinar titled, "Advanced Google Analytics: Top 10 Things Your Chamber or Association Should Be Measuring (But Probably Isn't)."

Here are some of the top questions from the webinar:

 
  1. What does "not provided" mean when viewing the search keywords that have driven traffic to our site?   Not Provided frustrates many marketers and website management. Google show Not Profiled for keyword searches that drove traffic to your site from Google users that were logged into a Google product such as Google+ or Gmail.  Google estimated this would affect no more than 10% of searches, but some associations see a much higher percentage. 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.  Here are some additional resources on this topic.
    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 more at: http://blog.weblinkinternational.com/blog/membership-marketing-and-technology/top-questions-about-using-google-analytics-for-association-websites#sthash.BOYOlK26.dpuf
  2. What is the 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.
  3. When should I consider making my website mobile optimized?   While there is no "rule of thumb" for making this change, you should be monitoring the percentage of visits to your website that come from mobile devices.  Since mobile internet usage is predicted to overtake desktop internet usage by as early as 2014, your site will need to be easily readable on mobile devices in the future.  If you're approaching 20-25% of your visits coming from mobile, you should probably be looking for a mobile website solution very soon.   WebLink provides responsive website design (RWD) for our chamber and association clients' mobile needs.
  4. Is the "fold" still important for home pages?   The home page of a website is a very tricky page to address when it comes to the ‘fold’.  We believe you should only put as much information as necessary (meaning very little) and work to drive people further into the interior of your website.  Now, there are definitely exceptions to this rule, but we usually don’t see any reason why your website's home page would need to be super long. 
  5. Where else can I learn more about Google Analytics?   You can always attend our next webinar on website data, of course, but you can also find some additional resources at the end of Benji's presentation.  (below)
  6. Will you provide a recording of this webinar?  Sure, it's embedded right below here.

 

 

Thanks to everyone who attended our webinar.  We had some great questions and a very engaged audience!

What information and resources have you found useful when working with Google Analytics?

Topics: Membership Marketing & Technology


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