July 1, 2010-June 30, 2011
external web site analytics External site: primarily Supports student recruitment, professional development, news and future phases of research dissemination and collaboration. this report covers the analytics gathered from brownschool.wustl.edu.
background 2006: Launched 5-phased process for rethinking the purpose, function, design, and structure of the Brown School web site • Phase I: Online Assessment – usage stats, language analysis • Phase II: Core external marketing-oriented site – launched 1/10/2007 • Phase III: Inside Brown – launched 8/13/2007 • Phase IV: Integrate Research Centers (CMHSR, CLFR, Buder, and CSD) (in process) • Phase V: Pay Online, Multi Media, Collaborative Workspace, Research repository/ product database, Library • Phase VI: New web sites for public health research centers
consider this a highlight reel
want something specific? just ask. Introduction Visitors Overview Traffic Drivers Traffic Sources & Keywords Top Content & Top Landing Pages The analytics found in this report were gathered from two different sources: WebTrends and Google Analytics. The time period of July 1, 2009 through November 31, 2009 is measured according to the WebTrends. The time period of December 1, 2009 through June 30, 2011 is measured according to Google Analytics.
01 02 02 03 04
where we are today • New Content • Podcasting Heard@Brown Series: Increased the frequency of recordings • Developed a more robust MPH Program Area • Social Media Landing page highlights several social media sites as well as bloggers, news items and podcast series. • brownschool.wustl.edu redirect developed; setting stage for permanent transition away from GWB • Preparation for transition to SharePoint 2010 • Preparation for reformatting the organization of the Brown School site
The most accurate visitor-tracking systems generally employ cookies to maintain tallies of distinct visitors.
5.5 %
1,200,000 1,200,000 1,000,000 1,000,000 800,000 800,000 600,000 600,000 400,000 400,000 200,000 200,000 0 0
1,013,416 1,013,416 827,444 827,444 753,148 770,085 753,148 770,085
3.7 %
448,104 475,803 464,800 448,104
458,665 458,665
FY 08: FY 08: FY 09: FY 09: FY 10: FY 10: FY 11: FY 11: FY FY 08: FY 09: QI, QI, FY QII 09: QIII, FY 10: QI, QI, QIIFY 10: QI,08: QIIQI, QIII, QI, QII QIII, QII, QIV QIV QIII, QIV QIV QII QII QIII, QIV QII QIII, QIV
Pageviews Year: 940,603 (835,485 excludes WUSTL)
new users
In the “Visits” and “Pageviews” graph to the right, the green bars represent the measurements according to WebTrends. The blue bars represent the measurements according to Google Analytics. The WebTrends Analytics system did not track cookies. The Google Analytics system does track cookies, which gives more accurate traffi c measurements.
visits
number of actual, distinct people who visited a website.
pageviews
A Visitor is a construct designed to come as close as possible to defining the
468,515 468,515 500,000 500,000 450,000 450,000 400,000 400,000 350,000 350,000 264,519 300,000 249,912 245,700 264,519 300,000 249,912 245,700 250,000 250,000 166,361 200,000 166,361 200,000 127,360 138,277 134,406 150,000 127,360 150,000 100,000 100,000 50,000 50,000 0 0 FY 08: FY 08: FY 09: FY 09: FY 10: FY 10: FY 11: FY 11: FY QII 08: QI,QIII,FY 08: QI, QI, FY QII 09: QIII, FY 10: QI, QI, QI, QIIFY 09: QIII, QI, QIIFY 10: QIII, QII QIVQIII, QIV QII QIII, QIV QIV QIII, QIV QIVQII QIV
New Users v. Returning Users 73.43% New, 26.57% Returning (64.78% New, 23.66% Returning excludes WUSTL)
YEAR
NEWS STORIES
NEWS PAGEVIEWS
HEARD @ BROWN
HEARD @ BROWN PAGEVIEWS
FY 07
22
---
---
---
FY 08
31
---
5
---
FY 09
52
74,386
13
5,858
FY 10
59
9,220
8
9,625
FY 11
67
16,945
5
3,036
visitors overview Visits Year: 272,683 (241,179 excludes WUSTL) Avg. per day: 747 (661 excludes WUSTL)
Average Pageviews per User 3.45 (3.46 excludes WUSTL) Average Time on Site per User 2 minutes 39 seconds (2 minutes 42 seconds excludes WUSTL)
traffic drivers News Pageviews 16,945 (13,663 excludes WUSTL) Heard @ Brown Pageviews 3,036 (2,315 excludes WUSTL) *FY 10. QIII, QIV: 1,559 was the first time segment used to monitor Heard@Brown with Google Analytics
Faculty Biography Pages 179,108 Visits (154,680 excludes WUSTL) *FY 10. QI, QII: data not captured by WebTrends FY 10. QIII, QIV: 71,377 *The landing page for “Full-Time Faculty” is the 5th most popular page on the site (up from 8th last report)
3 spots (8th in 2010)
Returning Returning 27% 35%
New 65% New 73%
8%
knowing how users find the site, see traffic sources and keywords let’s you know the site for the 1st time & use the site how users are searching and finding the site. top
helps us know what to leverage
landing pages let’s you know the first thing people see when arriving and top content wins the user’s choice award (the popular ones).
traffic sources
77% 77%
80%
Traditionally, the most purposeful traffi c source came from “Direct Link”, meaning the user knows the URL or it is content with a direct connection from an email. However, in the past two fi scal years Google has become more popular.
FY 08
70%
FY 09
60% 50%
FY 10 42%
42% 42%
40%
29% 30% 30%
30%
18% 18% 11% 10% 11%
10% 0%
Direct Link
60%
49%
26%
30%
25%
6% 6%
6% 6%
Google Google
Other Other
top 10 keywords
3. washington university school of social work
16%
4. social work 5. washington university social work
Direct Traffic
Referring Sites
Referring sites 1. 2. 3. 4. 5.
14% 14%
23% 23% 19%
of social work
30%
10% 0%
17% 17%
1. brown school of social work 2. george warren brown school
FY 11
40%
20%
WUSTL Domain
54% FY 10 QIII, QIV
50%
29% 29%
27% 27%
20%
FY 11
wustl.edu gradschools.com
First appearance publichealth.wustl.edu facebook.com
gradschools.com
Search Engines
Referring sites (2010) 1. 2. 3. 4. 5.
wustl.edu gradschools.com publichealth.wustl.edu gradschool.about.com catalog.wustl.edu
6. social services 7. brown school 8. social service 9. washington university msw 10. michael sherraden
2 spots (32. in 2010) 30. washington university school of public health 31. washington university public health
top 10 content pages Which pages are popular? 1. Main Home Page: /Pages/Home.aspx
2. MSW Program Landing Page: /Admissions/MSWProgram/Pages/Landing.aspx
3. Social Services Web Sites under Community Resources: /resources/pages/socialservicesresourcesintro.aspx
4. MPH Program Landing Page:
1 spot (5. in 2010)
/Admissions/MPH/Pages/MPHLanding.aspx
5. Full Time Faculty Landing Page: /Faculty/FullTime/Pages/Landing.aspx
6. MSW Overview Page: /Admissions/MSWProgram/Pages/MSWOverview.aspx
3 spots (25. in 2010) 22. Professional development /careerdevelopment/ProfessionalDevelopment/Pages/ProfessionalDevelopment.aspx
36. upcoming events /events/pages/upcomingevents. aspx
7. Degree Programs for Prospective Students Landing Page: /ProspectiveStudents/Pages/DegreePrograms.aspx
8. PhD Overview Page: /Admissions/PhDProgram/Pages/PhDOverview.aspx
9. How to Apply for MSW Program Page under Admissions: /Admissions/MSWProgram/Pages/HowtoApply.aspx
10. Academic Degrees under Admissions: /Admissions/Pages/AcademicDegrees.aspx
top 10 landing pages “home” isn’t the first place people see 1. Main Home Page: /Pages/Home.aspx 2. Social Services Web Sites under Community Resources: /Resources/Pages/socialservicesresourcesintro. aspx
3. 4. 5. 6.
Academic Degrees Page under Admissions: /Admissions/Pages/AcademicDegrees.aspx Jobs Online Page under Career Development: /CareerDevelopment/JobsOnline/Pages/Overview.aspx Prospective Students Landing Page: /ProspectiveStudents/Pages/Landing.aspx MSW Overview Page under MSW Program under Admissions: /Admissions/MSWProgram/Pages/Landing. aspx
7. MPH Program Landing Page: /Admissions/MPH/Pages/MPHLanding.aspx 8. Research Centers Landing Page: /research/Pages/ResearchCenters.aspx 9. PhD Program Overview Page under Admissions: /Admissions/PhDProgram/Pages/PhDOverview.aspx 10. Library Page under Research: /Research/Pages/Library.aspx