Have you ever cringed as opinions wagged the development of your website? Ever felt that something was terribly wrong with a design or strategy decision but had no way to prove it? Come learn some terrific advanced techniques for using Google Analytics to make informed decisions for a post-secondary website. Through some painful – and entertaining – examples, you’ll see how goal value, user goal value and page value help reveal the economic impact of beliefs and choices. Learning outcomes – Understand what goal value is, and isn’t – See how setting up goal values adds strength to your reports, and how segmentation increases insights – Understand the steps you’ll need to take to implement goals & values – Learn how to use these techniques to proactively guide decisions

Notes:

• Started working in e-commerce, outdoor equipment (like rei)
• Rolling dice? Listening to highest paid person (Hippo)
  • There is a better way
• Need to bucket users
  • Average user: $12
  • Search user: $53
  • 8800 less traffic X $53 = $466,400 loss
  • But my question is: why search users bring in more $???
• Goals
  • Request info
  • Register for visit
  • Register for info session
  • Apply to a program
  • Register for a course
    • had to make a baseline change in banner!
• Google data studio for a dashboard
• Make it rotate
  • Can make value of homepage user less than search users!
  • Xavier has the best of both worlds
• Mobile first
  • Only works is majority of users use desktops
  • “Journey driven design” – smashing magazine Feb 2017
• Role of organic search
  • 76% of goal value
  • $32 vs $12
  • Must exclude existing users (current students) from this metric
  • 1.7M new users from organic search = $54M goal value
    • Looking for 1% increase -= $544K increase.  (super conservative)
• Video
  • Appears the people # that start a video is more important that # watch the entire thing.