Students Website Analytics: Audience & Behaviour 2014

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1 Students Website Analytics: Audience & Behaviour 2014 Rodney Zandbergs Senior Manager User Experience Web Services and Information Policy 13 February 2015, Version 1.0

2 Introduction Audience & Behaviour Reports such as this aim to describe who the audience is and how they have been behaving on a website. It exposes the what so that recipients of the report can consider the why. Contents 1.0 Audience 2.0 Behaviour 3.0 Connected websites 4.0 Appendices Homepage screen grab (rmit.edu.au/students) Data sources: Google Analytics Master (UA ) Analysis of Students homepage

3 1.0 Audience Who is using this website?

4 1.1 Audience Overview Audience overview. 75,000 students*, comprising: Level: 59,000 higher ed (78%) 16,000 vocational ed (22%) Residence: 47,000 local (63%) 28,000 international (37%) (10,700 onshore, 17,600 offshore) Gender: 36,000 female (48%) 39,000 male (52%) Mode: 51,000 full time (68%) 22,000 part time (29%) 1,800 Distance/online (2%) Campus: 47,000 City 7,000 Bundoora 2,000 Brunswick Age: 15-19: 16% 20-24: 52% 25-44: 28% Homepage screen grab (rmit.edu.au/students) * Source: RMIT Statistics at a Glance (2013)

5 1.2 Audience Traffic summary Typical usage stats (Students homepage): Volume: 897,000 unique visits in 2014 Frequency: Low 15 visits per year, per user avg (Based on number of onshore users) Annual traffic trend (homepage). Peak in late Feb and July When: Weekday 3,000 pageviews avg per day Weekend 1,500 Device: Desktop: 78% Mobile & Tablet: 22% Typical week (Mon-Sun).

1.3 Audience Analytics overview Audience volume (homepage): 890,000 unique pageviews (74,000/m) ì 56% from 2013 New vs Returning visitors: 22% New, 78% Returning Volume: Monthly traffic in 2014

6 1.3 Audience Analytics overview Audience volume (homepage): 890,000 unique pageviews (74,000/m) ì 56% from 2013 New vs Returning visitors: 22% New, 78% Returning Volume: Monthly traffic in 2014 (Students homepage), ave 100K pagviews/month Session averages: 27% bounce rate (Excellent*) # pages per session # minutes per session Audience location: 84% Australia, 16% international * See appendices for Bounce Rate interpretation Audience location # No data available

7 1.4 Audience Devices & browsers Operating system 56% Windows 23% Mac 13% ios 6% Android Devices 78% Desktop 21% Mobile & tablet (up 5% from 2013) - Mobile: 16% - Tablet: 5% Browsers 45% Chrome 26% Safari 15% Internet Explorer 9% Firefox

8 2.0 Behaviour What are users looking for or doing on this website?

9 2.1 Behaviour Homepage Drilldown from homepage Legend Pillar or primary area Exit Search for content February peak: Class timetables July peak: Class timetables

10 2.2 Behaviour Admin essentials Admin essentials drill down Legend Screen grab of landing page (33K pageviews) Top 5 drilldown Exit Search for content

11 2.3 Behaviour Popular content by pillar Study resources drill down Screen grab of landing page (23K pageviews) Legend Top 5 drilldown Exit Search for content

12 2.4 Behaviour Services & facilities Services & facilities drill down Screen grab of landing page (9K pageviews) Legend Top 5 drilldown Exit Search for content

13 2.5 Behaviour Careers & opportunities Careers & opportunities drill down Screen grab of landing page (7.5K pageviews) Legend Top 5 drilldown Exit Search for content

14 2.6 Behaviour Library Library drill down Screen grab of landing page (73K pageviews) Legend Top 5 drilldown Exit Search for content

15 2.7 Behaviour Site search Top search pages: Most users search from the main Public Au website Student-related search Search terms from Students homepage Search terms from Public Au homepage

16 3.0 Connected sites Overview analytics relating to important connected websites

17 3.1 Connected sites myrmit Geographic location Desktop Annual traffic trend. Mobile Annual traffic trend.

18 3.1 Connected sites Enrolment online Annual traffic trend. Device use 90% Desktop 5% Mobile 5%Tablet Geographic location

19 3.1 Connected sites Blackboard Data TBA.

20 4.0 Appendices

21 Appendices Understanding bounce rates 25-40% Excellent 40-55% Good 55-70% May be problems Over 70% Bad* * Unless is related to blogs, news or events Source: RocketFuel blog

Overview What s Google Analytics? The Google Analytics implementation formula. Steps involved in installing Google Analytics.

Google Analytics Overview What s Google Analytics? The Google Analytics implementation formula. Steps involved in installing Google Analytics. Tracking events, campaigns and ecommerce data. Creating goals