To boost the number of students who go on to enrol at your institution after they visit your website or engage with your marketing activity you should have in place a long-term content strategy that is relevant for your audience. But, to do so, you’ll need to understand your data and audience first – what type of content do they engage with, the web pages they frequent and how they get to your website.
Whilst the National Clearing Survey presents national averages, we did see big differences at institution level, highlighting the importance of understanding your own data to create and alter strategies to target the different Clearing personas.
Understanding the importance of using your own data to ensure you have a winning Clearing strategy is one thing, but how do you get started? Luckily, we were able to catch up with one of our very own Web Analytics experts, Lucian, to run through his tried and tested checklist to help you get ready for Clearing 2018…
Our Web Analytics Checklist to get you ready for Clearing 2018
1.Conduct a Google Analytics (GA) audit
Do you have GA set up correctly across all your Clearing pages? 69% of respondents from 2017’s National Clearing Survey stated that they visited their chosen HEIs website before A Level Results Day. To ensure you’re capturing that all-important data that will help you to understand who your Clearing audience is, everything in Google Analytics needs to be in order.
A GA audit will highlight any missing code that is preventing you from capturing data as well as pinpoint any set up that is incorrectly recording spam data. Once you are confident your analytics are set up perfectly, you’re ready to start being clever with how you use it to improve your Clearing strategy.
2. Map out key conversion points
Based on your expected user journey, have you mapped out the key conversion points? Are they accounting for micro and macro outcomes? Are they set up as GA goals? Conversion tracking is how you can use analytics data to improve your future Clearing campaign results.
Consider and map out which statistics describe whether a visit to your site was successful or not. And don’t forget to account for micro outcomes (article read to the bottom or CTA link clicked) as well as macro outcomes (enquiry form submitted or a request for more info) so you’re capturing touch points at all stages of the Clearing journey. Which specific actions you choose to track on your site will depend on your Clearing strategy.
Once you’ve identified your conversion actions, using web analytics tools, you’ll be able to attribute these actions back to the marketing activity that has drawn prospective Clearing students to your site.
So you know what is working well (or what isn’t!), but how do you effectively present this data to your stakeholders?
3. Create a web analytics reporting strategy
No matter how much time you spend capturing and analysing data, your effort is wasted if you don’t build your data into shareable insight-driven reports. So, what makes a good web analytics report?
- Reports should be quick and easy to access and only include stats that are relevant to the organisation
- Write them in plain English. Jargon-heavy reports that overuse ‘vanity’ metrics will confuse and overload the viewer with information
- Use graphics to add context and break down data into categories and segments to make findings easier to comprehend
Google’s Data Studio is a great tool you can use as part of your Clearing web analytics reporting strategy. We’ve written a handy blog that shines a light on Data Studio and how student marketers can use it to measure and share the success of their recruitment campaigns.
Once you’ve ticked these off of your checklist, you should be feeling positive about your web analytics set up for Clearing, confident that you’ll be armed with bundles of data and understanding to support your Clearing strategies in 2018.
If you’d like to speak to any of our experts about how we can help you ensure your web analytics are set up to get the best from your Clearing strategies, get in touch.