The Web Analytics Association (WAA) has a new report on use of web analytics for public sector and nonprofit sites. A webcast that ran today will be available for all. The actual report can be downloaded by members only but it may be worth joining to get it.
Here are a few snapshot tweets that I offered during the webcast:
- 70% of public sector sites using combination of web analytics, surveys and usability testing to measure results.
- Search engine traffic reports most popular source of analytics among public sector and nonprofits.
- Government sites seem to be less interested in page view data than nonprofits when analyzing site traffic.
- Unique-Visitors Metrics are not standard and currently difficult to use for benchmarking.
- OMB policies prohibit use of persistent cookies by US government sites; limits ability to track analytics. 37% of nonprofits use them.
- Nonprofits consider newsletter sign-up to be key success factor for websites.
- Visitor segmentation for analytics currently under-utilized by public sector and nonprofits.
- High $ spent on web sites for nonprofits and .gov sites but very little effort spent to measure results and guide future development.
- Need to build a business case for web analytics to present to senior management.
- Look for more opportunities to combine usability testing, focus groups & "voice of customer" options with web analytics.
Tagged: web analytics association survey WAA Web Analytics Association
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