CONVERSIONS AND SOCIAL MEDIA Prove and increase the value of your website

Website Purpose  Websites do two things: 1. Generate Revenue 2. Save Money  Conversions allow you to measure POTENTIAL revenue and savings  This is the best way to report a value on your website

Value and Social Media  Social Media should create a community in order to drive traffic to the website. Engagement = Trust = Revenue  Customer processes are only undertaken if there is trust. These processes can be measured with conversion metrics.

Data Analysis  High referrals = high conversions  Low referrals = low or high conversions  This does not include Facebook advertising

Conversions  At CCE we are using Goal URLs  Conversions (side navigation of Google Analytics)  Goals Goal URLs  Goal URLs are the last ‘page’ in the CCE website processes.  Users may navigate further to U of R online systems such as Banner or Class, or they may end up in an offline process.  Each Goal URL is assigned a value that is recorded when a visitor navigates to a Goal URL page.

Calculating Value ((A-B)*C) +(D*C)  A = Cost of inbound contact  B = Cost of online contact  C = Percentage of online contacts  D = Revenue generated by contact

Conversion Values GoalA BCDTotal Nights/weekends $25$0.1015%$100$18.74 Pers. Enrichment $40$5.0010%$150$18.50 Prof. Sems and Certs $40$5.0010%$370$40.50 Summer $25$0.1015%$100$18.74 UR Early $25$0.1015%$100$18.74 Conservatory $40$5.0010%$150$18.50 Credit Certificates $25$0.1015%$100$18.74 Online $25$0.1015%$100$18.74

2012 Review  In reviewing Conversions for 2012  Average goal URL conversion is 9.6% (we estimated 10 and 15%)  Total value of CCE website in 2012 (Jan-Dec): $378,997