Using Web Analytics to Optimize your Recruitment Funnel - TXGAP 2022

This presentation offers valuable insights into leveraging web analytics to enhance your recruitment funnel. It emphasizes the importance of understanding user behavior, tracking key metrics, and conducting experiments to optimize conversions. The speaker, Alex Garrido, Director of Digital Marketing & Analytics at The University of Texas Rio Grande Valley, provides practical tips on migrating to Google Analytics 4, utilizing Google Data Studio for visualization, and understanding user engagement. The presentation also includes a reusable template using Merchant Store Demo Data, making it a valuable resource for anyone looking to improve their recruitment strategies through data-driven insights.

1. Using Web Analytics to Optimize your Recruitment Funnel Presented by: Alex Garrido Dir. Digital Marketing & Analytics The University of Texas Rio Grande Valley tinyurl.com/TxGAP 22 analytics @utrgv.edu

2. We will talk about Quick Activity Overview of metrics/ dim within the Recruitment Funnel Technical aspects Example using Graduate program data Reusable Template using Merchant Store Demo Data tinyurl.com/TxGAP 22 analytics @utrgv.edu

3. Group Activity (5 Mins) Background : The majority of the time, we are better at solving the problems of others than our own. Find a presentation partner. Introduce each other. When it comes to using analytics for your website and your recruitment funnel, what is the biggest issue you face? Ex. Not currently tracking, lack of access, no custom reporting, confusing metrics, etc. tinyurl.com/TxGAP 22 analytics @utrgv.edu

4. Recruitment Funnel Awareness Consideration Interest Application Enrollment How are people finding your site? Source/Medium, Pageviews, Users How are people interacting with your site? New vs. Returning Users Why are they leaving your site? Engagement, Scroll depth, Events Why are they not taking the next step? Conversion path tinyurl.com/TxGAP 22 analytics @utrgv.edu

5. Universal vs. A4 Key difference : How actions are measured. Universal Analytics (Old): Declarative, need to manually create custom events, limited tracking options (PDFs) Universal Analytics will no longer process new data in standard properties beginning July 1, 2023. Analytics 4 : Automatic tagging of events, cohort & engagement focus (scroll depth, clicks, interactions). tinyurl.com/TxGAP 22 analytics @utrgv.edu

6. Migration to A4 Create your new A4 Account for your university. Connect your data via the Google Analytics Setup Assistant. Keep your existing UA going for a few weeks/months. Start migrating the Global Site Tag (gtag.js). Need help? Email [email protected] tinyurl.com/TxGAP 22 analytics @utrgv.edu

7. Google Data Studio Visualize what matters to you. Schedule weekly/monthly reports. Create brand-compliant reports. Can connect to multiple sources (social media analytics, surveys, custom excel sheets, etc.). Free Granular access (IT likes this) tinyurl.com/TxGAP 22 analytics @utrgv.edu

8. It is all about engagement tinyurl.com/TxGAP 22 analytics @utrgv.edu

9. Conversions using a Thank You Page tinyurl.com/TxGAP 22 analytics @utrgv.edu

10. Google Data Template Feel free to use this template to get started: https://datastudio.google.com/reporting/acaca626-6ea9-40a5-8335-3f76546bc7e9 tinyurl.com/TxGAP 22 analytics @utrgv.edu

11. Some of our findings Run multiple experiments. People change. Risk-averse people do not take risks. Do not ask them to overcommit. A friendly, “we are in your side” tone helps encourage conversions. The average time to reach “peak frustration” is 10 seconds. Contrary to popular opinion, on-page engagement helps with conversions as long as they feel they are moving forward. Make it “impossible to get lost” and have a clear call to action. Offer multiple ways to connect their information. tinyurl.com/TxGAP 22 analytics @utrgv.edu

12. Thank you. Survey . LinkedIn.com/in/AlexGarrido Twitter.com/mralexgarrido tinyurl.com/TxGAP 22 analytics @utrgv.edu