Marketing – How do we use Google Analytics?
In the Faculty Marketing and Recruitment team, we have recently started using Google Analytics to review the performance of pages within our website and make informed decisions about website content.
Understanding Google Analytics can seem like a very daunting task at first, leading many to shy away from it. But the benefits are copious, and we have already found ourselves to be much more clued-up about the behaviour and interests of our website visitors.
Here are some of the key terms we look at in our analytics research:
- Page views – As the name suggests, this tells you how many times a page has been viewed. Note that if a user refreshes the page or navigates away before returning, these will be counted as separate page views.
- Unique page views – This counts the number of times a page was viewed in an individual session. For example, if one user refreshes or revisits a page, this will only register as one unique page view, regardless of how many times they return to the page.
- Bounce Rate – The bounce rate is a percentage representing the number of users who visit a page and subsequently leave without any further interaction. Generally, a lower bounce rate is better, as it means users are interacting with a page.
- Landing Page – The landing page is the very first page a user views during a session or, in other words, the page they “land” on. This is helpful to understand the navigation path a user might take when visiting the website.
We also look into the average amount of time a user spends on a particular page as a way of determining whether the content on the page is actually being read, and will make regular comparisons of the analytics mentioned above to make sure our pages are performing as they should be.
The most useful insight we have gained so far is knowing which key webpages have performed well, and which have not performed as strongly. This allows us to arrive at informed conclusions and use these results to help shape any subsequent content and perhaps retire older or less successful content.
This update barely scratches the surface of how much data can be drawn from Google Analytics, with information on demographics, audience acquisition, user behaviour, and more available to view. These are just a few examples of how we have been using it within the Marketing and Recruitment team, however it can be a useful tool regardless of your job role as it provides a window into the way people are using our website.
If you have any questions on Google Analytics, please contact Natalie Parker at email@example.com.
PhD Scholarship Showcase Feedback
The Medicine, Dentistry and Health’s Virtual PhD Scholarship Showcase event took place on 6th May, advertising available scholarships and a wide variety of PhD projects.
57 attendees joined the event, 83% of which were from the University of Sheffield. They stated that the event was “very helpful”, “informative” and “well explained, as all information was thoroughly discussed”.
Overall, attendees found the layout of the event “brilliant”, stated that it had influenced them to apply for a PhD at the University of Sheffield, making the process clearer and 67% of attendees were “very satisfied” and 33% were “satisfied” with the Scholarship Showcase.
For full survey feedback, please contact Elliot Walker at firstname.lastname@example.org