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Web analysis KTH School of Electrical Engineering Marie Androv and James Royal-Lawson
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On the Agenda Background and challenges Web analysis presentation Questions The way forward (building a brand) Concrete Activities
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Background and challanges We are very good at getting info on the web… …but is it what the visitor is looking for? So we carried out a web analysis… …which turned out to be more complex than expected.
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User Friendlier Web Deactivate or reorganize old pages Communicate with the target group Use other channels to lead people to our web – facebook, twitter, newsletter etc Attract people to our web Help visitors to more content
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Concrete activities Remove pages: course homepages and other “non visited” graveyard – 40 % fall 2013 Google analytics account for every department – crasch course on how and what. – Fall 2013 Activate “Did you find this page useful?” on important pages – Fall 2013 Individual action plan for each department based on analysis – 2013-2014. Target group and message workshop – who are we talking to and how do we address them – Spring 2014. Work on metadiscriptions: Google displays in the search results. It's your chance to explain and convince people in search results to click! – 2013-2014. Ready to use Google Analytics reports – KTH Web Group fall 2013. Internationalisation - URL’s in English (web address part in Polopoly) – KTH web group Spring 2014. Follow up share of visits on department pages – fall 2014. Uniform intro text and images on department pages – 2014.
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Good examples
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Thank you! www.kth.se/ees Facebook/kthelectricalengineering Twitter @kthelectrical #kthee
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Web Analysis 30 000 pages on EE’ s web Visitors are from… 77 % Sweden, 4 % India, 1,4 % Spain …visits: 13,5 % Calendar 13, 2 % Department pages 7,4 % Research (EE web)
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