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Using Google Analytics to tidy up content
Journal of Education Advancement & Marketing,
4
(4),
384-393
(2020)
Abstract
This paper analyses the ways to evaluate the performance of web content with Google Analytics specifically for higher education websites. Customisations in the Google Analytics account including the goal value metric, scroll depth measurement, an engagement timer, and adjusted bounce rate are all easy-to-implement metrics that can help analyse the overall performance of content on the site. This paper will also provide the framework for a content audit using these new metrics to help marketers figure out what content is most important to users, what content is rotting away on the site and how to create an unforgettable experience that will not only better connect the team to the content strategy but better connect the user to the brand.
Keywords: Google Analytics; content strategy; content prioritisation; metrics; website content
The full article is available to subscribers to the journal.
Author's Biography
Amanda Englert is the Digital Strategist on the Strategic Communications Marketing Team for Penn State University. She leads efforts to drive core insights from data to suggest, create and execute optimisations that will drive fundamental improvements to the site experiences. She often consults campuses and colleges within Penn State University using digital goals specific to that unit, and user feedback as a starting point for building a growth plan, monitoring/ reporting suggested tactics and recommending further optimisations based on data collected from growth marketing efforts. Amanda has developed a diverse skill set with a BFA degree in graphic design, held positions as a front-end web developer/user experience (UX) designer and has a passion for web optimisation/analytics, which has led her to her current position at Penn State University.
