As mentioned in an earlier post, one of the early initiatives that SYFAB adopted as part of the Digital Makeover project was to set up their website with the Google Analytics.

In the most recent video, Danny Anthrobus describes the process of setting up Analytics on their website, and picks out some of the key insights that SYFAB have gained as a result.  A selection of these:

• More than half of SYFAB’s visitors leave immediately after arriving at the home page
• Visitors read an average of 2.5 pages per visit
• The website gets more visitors based in London than Sheffield
• Most of the website traffic comes from direct referrals but around a third come via search engines

By understanding how their service users interact with their website, SYFAB are able to build up an understanding of which elements of the information are most useful. Through a number of iterations, SFYFAB can evolve their offering to ensure that the their service users are receiving high-quality, relevant, and timely information.

Analytics also integrates well with Google's Adwords product, that allows organisations to advertise their services against relevant search strings. This can be a good way of driving additional traffic to a website, and Google offer a grants programme that gives nonprofit organisations a free advertising grant.