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Case Studies in Website Analytics Video
Website analytics are be an important tool to help you understand what people want and are using on your website. In this session, participants from the community -- from Illinois Legal Services, LSNTAP itself, and beyond the legal services world-- will talk first-hand about how they are using website analytics to inform their web strategy and get their clients and colleagues exactly the information they are looking for.
Laura Quinn: Executive Director of Idealware (moderator)
Teri Ross: Illinois Legal Aid Online
Laura Norvig: Digital Media Strategist at ETR
Brian Rowe: LSNTAP/NW Justice Project
Alex Bernardin: San Francisco AIDS Foundation
Illinois Legal Aid Online uses Analytics to Inform Outreach, Set Goals, & Ensure Content is User-Friendly
Teri creates dashboards for all of her websites
Dashboards are made up of a series of widgets, and they are fully customizable.
Teri looks at a heat map widget of the United States which is a visualization of where traffic is coming from. If you hover over a spot, it indicates the name of the municipality and the number of sessions from that particular place.
Illinois Legal Aid Online uses this information to help inform their outreach efforts by comparing their sessions by city to census data. Outreach is targeted to populous cities that are not represented on the map in order to raise awareness about their services.
On the ayudalegalil.org dashboard, Teri saw that mobile was the most used device to access the content, so this information was used to inform their staff that they need to make the Spanish website mobile usable.
Illinois Legal Aid Online also sets up Goals using Google Analytics.
Two of theirs are:
Meaningful Illinois Visits (Visits from Illinois that are at least 2.5 minutes long)
Engaged Visits (Visitors who view more than 2 pages in a session)
Google Analytics informs content development for Illinois Legal Aid Online almost daily.
It helps them prioritize what gets updated, and what to focus on.
They use Google Analytics for outreach purposes weekly or monthly.
ETR uses Hubspot for Marketing, Content Development, and to Find New Partnerships
Hubspot sends a daily email that offers ready-made charts that break down sources of traffic to your website. The graphs are simple, and the data is easy to grasp.
It is primarily used as an email marketing tool.
It tracks all the people whose emails ETR has and matches them with IPs. This information can be useful to the sales team.
From the dashboard you can get into more detail by selecting an IP. This shows you actual webpages that different visitors from that IP went to, and this information can be linked to specific people.
ETR uses this information on a daily basis. It gives them clear insight about who is interacting with their site regularly. This information can help ETR establish partnerships with other organizations. Hubspot is used weekly by the marketing team, and checked monthly for other content based questions.
LSNTAP uses YouTube Analytics for Outreach, Content Creation, and Community Building
Brian Rowe, NTAP Project Coordinator, discusses how he uses YouTube Analytics to get more insight into LSNTAP’s YouTube Channel.
The YouTube Analytics interface is updated often, so have someone check often to keep up with changes.
Videos tend to have drop-off at 30-60 seconds which is usually viewers figuring out whether or not they are watching the right video.
After a minute, start asking if you are retaining viewers.
Use menus for long videos allowing users to navigate to relevant content.
YouTube Analytics shows where people are pausing, rewinding, and re-watching.
If you have a lot of copyright notices and disclaimers you may not have retention all the way through your video per the analytics, so know where your content ends and credits begin for better insight.
YouTube Analytics often gives a lot of demographic information because of YouTube and Google+ Accounts.
Presents information on types of devices people use to watch videos.
Keeps track of embedded links
LSNTAP uses this information as part of outreach promotion when talking to funders. YouTube Analytics allows LSNTAP to show funders how many people are seeing videos and is a great measure of successfulness. YouTube Analytics are also used iteratively when creating new content.
YouTube Analytics allows LSNTAP to connect to people who are sharing LSNTAP’s videos. If someone is giving you credit you can thank them, and it’s an opportunity to give them more information and start a conversation.
The San Francisco AIDS Foundation Uses Google Analytics to Evaluate Content, Structure Their Website, and Merge Websites
Alex Bernardin, The Digital Content Manager at San Francisco AIDS Foundation, used Google Analytics to better inform a merger with another non-profit organization last year.
The websites for the two organizations had a lot of overlap. Alex set out to determine if content should be redirected or shut down by following a few steps
Get a broad overview of what has been happening on the website for the last year.
Find all URLS on the site and export them to an Excel file
Use Google Analytics and Excel and do some sorting/color coding to figure out which sections of the website are viewed a lot, and what content needs to be preserved
Find overlap between content on your site, and the site to be merged, and compare traffic to determine if there are better ways to present the information.
By following these steps San Francisco AIDS Foundation Successfully merged their website with Stop AIDS. They acquired search engine credibility, used the information to restructure their website, and determined which pages needed to be redirected to ensure users were getting pertinent information.
** Use annotations in analytics: Allows you to make a note on a specific day to help keep track of what could be causing changes (Example: MAY 23: started redirecting traffic)
Question for all Panelists from Moderator, Laura Quinn:
If you inherit a website what are the first things you look at when getting started?
BRIAN: Look at analytics. Which pages are viewed the most? Find the content that is most important to people. Find what needs to be updated and learn more about the community using your site.
LAURA: Get a Google Grant and get AdWords going. Get an idea of keywords people use to find your site. This information can also help with content and updates.
ALEX: Do an analytics Audit, and find what pages people are going to. Use webmaster tools to help with keywords and to give you additional insight about the website.
TERI: Conduct usability testing to see how users interact with the website.
**The Google Analytics Interface Changes Often: Check analytics.blogspot.com to stay updated on changes and updates.
5/28/2014 - In the Introduction to Web Analytics Part 1 Laura Quinn, Executive Director at Idealware, and Teri Ross, Program Director at Illinois Legal Aid Online, present an overview of what you can do with website analytics and what you should actually do with website analytics. They discuss many features of Google Analytics, how they can be used, and their limitations.
1. What are web analytics?
Google analytics gives users data about their site. Examples include who is visiting a site and what they are looking at. It give users statistics and enables them to take action to meet goals, to track trends and gaps, and to make comparisons. Google Analytics uses html tracking codes on each page of your website and the code informs google when someone visits that page. You will need someone with a little bit of HTML knowledge to get started with Google Analytics, but it shouldn’t take too long to get set up.
2. Some statistics-and live demos
Types of stats:
- visitors/users-number of people who have seen your site
- page views-number of pages that were viewed by any visitor
- visits/sessions-The number of trips made to the site
- choose any timeframe to analyze.
- compare two time periods
- export anything from any page
- email statistics to yourself or other people in the organization weekly/quarterly/daily
**IMPORTANT TAKE AWAY: THESE NUMBERS HAVE VERY LITTLE MEANING IN ISOLATION The numbers and percentages have no intrinsic value. Use to make comparisons and to better understand how people use your website.
** Analytics are bad at telling you why certain things happen. Better information can come from surveys, interviews, focus groups, user testing, and more!
Session Duration: how long someone spends on your site. Not always accurate because someone could visit a page and leave it open. More helpful to look at how many pages a user looks at while on your site.
Bounce Rate: Rate at which someone looks at one page from you site, and leaves. Google doesn't distinguish a good bounce from a bad bounce. Someone could “bounce” from your site because they found the answer to their question without having to visit multiple pages.
Entry/Exit pages: the pages from which visitors entered or left the site.
Landing Pages: what content people are coming to when they first enter your site. Are these good pages for people to land on? Do these pages give info about the organization? Is the navigation easy to use?
Visitor Statistics: statistics about your audience
Visitor info: where are they located, what software/hardware are they using. Are most people viewing your site from mobile devices/tablets/specific browsers?
New vs. returning: how many users are new and how many are returning. This data can be skewed by public computers which can falsely report returning visitors.
Traffic: basically a search engine term for how people are getting to your site
- Via other websites (partners/lsntap/lsc)
-Keywords people use to look for your site-click analysis/user flow (could become rabbit hole)
-Where people are coming from
-Referrals- people tend to look at more pages from a referral (encourage others to link to your site)
User flow: see where people go from page to page
How to use these stats:
Set goals- track when somebody hits the e-news thank you page
Customize your Google Analytics dashboard so you are finding the most useful numbers for your organization
3. Setting up Google Analytics
- Someone with html knowledge will need to do a little work before you can use Analytics. They will need to imbed code in every page of your site.
- Note that Google Analytics doesn’t track those who have turned off cookies
4. Beyond the Free Packages
- Google Analytics is not ideal for people with very specialized needs and can be difficult to keep up with frequent changes to the features and interface
- Enterprise Level provides support, configuration help, and sophisticated support for pages behind password protection.
5. Three ways to look at Analytics
a. Analytics as therapy. Your page is getting hits! (not very productive)
b. Analytics as exploration. See what has changed. Look for patterns over time. (useful)
c. Analytics for action: what can we provide that will drive people to our site. How can we change to make the site easier to navigate?
6. Connecting Statistics to Goals
Methodology: define a question, explore, hypothesize, take action, measure.
What website features inspire visitors to donate?
Are we getting a return on our investment for specific actions?
Can people find certain content?
6/25/2014 - In the webinar Technology Tools to Enhance Legal Services for Limited English Proficiency, four panelists discuss technology tools that are being incorporated by legal service providers and courts, why technology is important in this context, and the challenges of creating and maintaining multi-lingual tech tools.
- Kathy Daniels, IT Administrator with Statewide Legal Services in Connecticut
- Rochelle Klempner, Chief Counsel, NYS Courts Access to Justice Program
- Mike Monahan, Director of State Bar of GA/GLSP Pro Bono Project
- Sandra Sandoval, Field Support Coordinator, Immigration Advocates Network
- Mirenda Watkins, LawHelp Interactive Program Coordinator, Pro Bono Net (moderator)
*LEP: Limited English Proficiency-individuals who don't speak English as their primary language.
How can technology help?
- assess LEP needs
- design user-centered services
- deliver and expand language access services
- provide crucial resources to LEP community
- offer substantive legal information
- disseminate information about the legal system and language access rights
Challenges of maintaining multi-lingual forms and resources
Panelist: Rochelle Klempner
When you make changes to any multi-lingual forms or resources, there can be many implications. Affected areas can include:
- Other forms & instructions
- Written self-help materials
- Training materials
- Data storage
- Resources in other languages
Tips to help streamline the process of editing documents and ensuring all your materials are consistent with any changes made:
- When something is changed, look for affected resources on the web first
- Search the website for common terms
- Put English clues in the comments lines in the html of other language pages to make them easier to find
- Post all pdfs online in one location only once
- Use the same interpreter for all translations to keep the same vernacular if things are changed
- Use someone for audio work that is accessible for future updates
- Use a cloud based internal site for employee shared access that points to the same pdfs for the public
- Don’t have a tech person oversee the job
- Make sure you pass on institutional knowledge
- Remember to tell all players involved when changes are made.
Fotonovela Video & More Project: New Tools For Outreach
Panelist: Kathy Daniels
The fotonovela has its roots in Latino culture and uses photos with conversation bubbles. The fotonovela reads like a comic, and is readily modifiable. Fotonovelas have long been used by the medical industry becase they are easy to modify for additional languages and topics.
- Offers great usability
- Easy to translate pdf versions of fotonovela
- Affordable tool
- Make your own in iMovie, Windows Movie Maker, Microsoft PowerPoint, Word, sharelawvideo.org, or other program that you are comfortable with.
- Easy distribution (churches, health fairs, waiting rooms)
- Easy to update
Take advantage of CT Law’s work on a wide range of topics including the Family and Medical Leave Act (FMLA) and Rights of Special Education Students. Or create your own. Kate Frank, Web Manager for the statewide website in Connecticut, CTLawHelp.org created these fotonovelas using Adobe Photoshop, Adobe Premier, and a free program called Audacity.
How to take advantage of CT Law Help’s work:
- Link to the fotonovelas
- Embed the fotonovelas
- Change the audio and text in the videos to create your own
- Link to the PDF
- Download the PDFs from their site
- Print out PDFs and put them in your waiting room.
Kate Frank, Web Manager ctlawhelp.org email@example.com
Kathy Daniels, Statewide Legal Services of CT firstname.lastname@example.org
Assisting Naturalization Applicants Using Citizenship Works
Panelist: Sandra Sandoval
Citizenship Works is a series of online tools to help empower naturalization applicants by answering eligibility questions in four different languages, and provide legal service advocates a tool to help provide naturalization assistance. Citizenship Works utilizes many resources including:
- Public Tools and Resources
- Advocate Resources to Assist Applicants
- Citizenship Works Mobile Application
- SMS Text Campaign
Public Resources: includes information about preparing for naturalization exam, what to expect, and how to find legal help. It is multilingual so applicant can find information in a language they are comfortable with.
- Eligibility Screening Tool presents questions that are included in the naturalization form. Users fill out basic information and it generates an info sheet about their eligibility and any red flags for the potential applicant.
- E-learning modules- Short videos of naturalization process and breakdown of what can be expected on the naturalization exam.
Advocate Resources: provide interviews for applicant that generates forms. (i.e. n-400)
Mobile App: offers information about naturalization. (i.e. age requirements, English exemptions)
Includes naturalization test study materials (iOS and Android)
SMS/Text Campaign: Text the word citizenship (ciudadania in Spanish) to 877877. Subscribers can enter their zip code to find legal help in their area.
LiveHelp: offers real time guidance through website. not legal help.
Increasing Access to Court Interpreter Infromation
Panelist: Mike Monahan
There are many LEP clients in Georgia, and in order to better serve them, the State Bar of Georgia Pro Bono Project alongside the Georgia Legal Services Program developed a mobile approach to make it easy to get an interpreter for free and on the go.
- Mobile approach is easy for lawyers on the go
- Great for finding last minute interpreters
- Target audience is volunteer lawyers
- Use Mobile Zen for the project ($10/month)
- Dial 99699 interpreters and get a complete set of resources
I’m Jamila, and I will be blogging weekly on behalf of LSNTAP. Here is a little bit of background information about me: I was born and raised in Yankton, South Dakota. I attended undergrad at Macalester College in St. Paul, Minnesota where I studied religious studies and critical theory. As an undergraduate, I became deeply interested and involved with social justice issues particularly on food justice and civil rights issues.
I'm a new Seattleite as of October 2013, and beyond exploring a new city, I am studying for the LSAT and applying to law school. My work background includes making mobile apps and working with clients who have religious discrimination cases. Although outwardly unalike, I wanted to gain experience in both legal assistance and new technology, because I am particularly interested in the intersections between technology and social justice. I am very excited to combine these two interests at LSNTAP, and I'm looking forward to spending the next year exploring the ways in which technology can be utilized to help better provide legal assistance to low-income clients.
My most recent position was intake counselor at a small non-profit in Seattle which takes cases primarily involving religious discrimination. The organization which is currently run by a few interns and the executive director relies heavily on technology in order to handle a large number of cases with few employees. While working there, I began to understand the potential technology has to transform the way legal assistance is provided to low-income clients.
I am looking forward to getting to know you and to addressing you weekly about ways in which legal aid organizations can use innovative technologies to help better assist their clients! If anyone has any topics they would like to suggest, please comment!
For more information about my work experience, check out my Linkedin Page!