Web Analytics for Government

1 Day Web Analytics Course

Learn how to analyse a government website using Google Analytics, Urchin or another web analytics tool.

If you are currently using a web analytics tool to analyse your department's website or are looking to add this to your website, then this course is for you.

In 2005 the Auditor General produced a report "Measuring the Efficiency and Effectiveness of E-Government". This report showed the importance of correctly measuring websites to provide evidence of the value of the online initiatives of government departments. This course will assist you to develop the skills to do just that.

In just 1 day we will take you from the basics of this tool through to advanced analysis. This course will use Google Analytics during the presentation, however the skills you learn during this course can be used in other web analytics tools such as:

• Urchin
• ClickTracks
• WebTrends
• Omniture
• HBX

Participants are encouraged to discuss their needs in advance of attending this course. Participant websites will be used as case studies during the course with their permission.

Where & When

This course is delivered face to face in Australia & New Zealand. The course can be delivered either on-site at your office or in groups when sufficient numbers have expressed an interest.

To register your interest in attending this course, please contact sales.

Who Should Attend?

Managers & professionals working in Government, web developers working on government websites

• Does your agency or department have a website?
• Are you looking to understand how successful your website is in serving your constituents?
• Are you interested in getting real results from your website?

If you answered yes to any of these questions, then this course is for you.

If you are just looking to understand Google Analytics for your own website, then have a look at our general course "Understanding Google Analytics".

If you are an advertising agency looking to understand Google Analytics, then have a look at our course "Google Analytics for Agencies".

Pre-requisites

None. A basic understanding of websites and search engines is recommended.

What You Get

• 1 full day of face to face training.
• A detailed 91 page printed course manual for each attended.
• Copies of the slides used in the course.
• A certificate of attendance.
• An example Excel KPI spreadsheet with the key formulas to track the success of your website.
• Access to additional course materials, utilities & resources not available to the public on the Panalysis website.
• A discount voucher 2 hour personal consulting & coaching session in Google Analytics & other professional services.

Learning Outcomes

After attending this training session you will be able to:

• Understand what Google Analytics can do.
• Install and configure Google Analytics.
• Perform analysis on your website using Google Analytics.
• Explain how Google Analytics can add value to your department.
• Understand which reports you should use in Google Analytics to be effective in your running your website.
• Set measurable business goals for your website and explain how Google Analytics can help you achieve these outcomes.
• Use a range of Google Analytics reports to analyse your website’s performance against these goals.
• Identify the visitor's "primary purpose" for visiting the website and whether succeeded.
• Evaluating the effectiveness of content on the website.
• Understand common pitfalls / misinterpretations of Google Analytics reports
• Discuss important issues in planning new business strategies based on analysis of your business’s website.

Course Overview

Welcome & Introductions
What Google Analytics can do including some short case studies from real websites

Installation and Configuration
How to correctly install and configure the Google Analytics service on your website.

Key concepts
A brief overview of the key terms and concepts used in Google Analytics.

What you need to measure
Web reporting and analysis can be very complex.

We will show you how to:

• Identify and effectively measure your website's goals.
• How to configure goal tracking in Google Analytics.
• How to set up conversion funnels to see where visitors drop out of your website at critical points.

This section will include a group discussion & workshop on identifying individual goals and how these can be tracked using Google Analytics.

Identifying the visitor's primary purpose and whether they succeeded
Unlike commercial sites, government websites often have many different audiences and goals. Learning how to identify what visitors really want from the website is the first step to effectively analysing the performance of the website.

We will show you how to:

• Look at the keywords that visitors use to guess what they are looking for
• See whether visitors using these keywords succeed in their goal

Improving your landing pages
The first page that a visitor sees is critical. If they are confused or don't like it they will leave immediately. In most websites only 30-50% of visitors will arrive at the site via the home page. The other 50-70% start on another page.

We will teach you how to:

• Identify the top entry pages to your website.
• Analyse the "bounce rate" of your landing pages
• Identify the keywords that visitors use to locate these pages.
• What factors influence whether a visitors "bounces" from your site.
• How to systematically test and improve your landing pages.

Analysing visitor behaviour
There are over 80 reports in Google Analytics with hundreds of detailed views of the data. This can result in hours of analysis unless you know which reports to use.

We will show you how to:

• Identify the key reports that you need to see how your website is being used.
• Identify problems and drilldown to locate the details you need to solve them.
• How to better understand your visitors by tracking their search queries on your website.
• Use the reports in Google Analytics to see how effective your site is for both your visitors and your department.

Tracking PDF & other files on the website
Government agencies often have lot's of forms and documents that the visitors need to download. We will show you how to configure your website to track whether these documents are being downloaded in Google Analytics.

Identifying What Browsers & Screen Sizes and Visitors Use
Web reporting tools provide reports on which browsers, operating systems and screen sizes that visitors use to access your website. We will show you how to locate and correctly use this information.

Scheduling reports
Google Analytics can send the reports directly to your email address. We will show you how to use this feature to efficiently use Google Analytics to track your daily, weekly, monthly and quarterly performance.

A full course outline will be provided upon registration or on request.

Price

For pricing details, please contact our sales team.

About Google Analytics

Google Analytics is a powerful and free web reporting and analytics tool that can assist you to make informed decisions about your business and its marketing. By just adding a short snippet of code to your website, you can gain access to a wealth of information that can assist you to understand how visitors use your website, how it is performing and how well your marketing and advertising are generating results.

About Urchin

Urchin is very similar to Google Analytics, however you purchase and install this software on your servers. This means that all data is kept inside your network and remains confidential. Some government departments currently using Urchin include Australian Parliament House & Victoria Police.

To book a demonstration and out more about Urchin, please contact our sales team.

Cancellation Policy:
For cancellations up to 30 days prior to the event will receive a refund of 75% of the course fee. Cancellations up to 14 days before the event will receive a 50% refund. There will be no refunds on cancellations within 14 days of the event. Tickets for are transferable at no additional cost except where the course is run face to face. In this case no fee applies provided notification is received no later than one week before the event. Thereafter a $100 transfer fee will apply.

What our Customers Say:

"Working with Rod Jacka and Panalysis has been a fantastic experience. They are absolutely first-class. Having professional analytics experts to help you establish exactly what you want to achieve and mapping out precisely how you are going to measure progress will give your organisation a huge competitive advantage . I can't believe how many people are missing this key component to online success."

Ed Lester
SoMuchWorld.com - Online Travel Guides

Panalysis delivers clarity from chaos. Their ability to simplify the coding process, sort through the oodles of Google information and deliver a working system that applies to your business is a powerful service that anyone using AdWords, Analytics or any form of SEM should consider.

Zoe L. Gatsios, MathMarketing

Why Use Google Analytics

Find out how visitors find your site and how they interact with it. Track how effectively your marketing and campaigns drive sales and conversions. Understand the revenue and ROI on every keyword you purchase.