From traffic to impact: Rethinking website measurement

Most higher ed leaders say measurement matters, but few can successfully track performance. According to SimpsonScarborough’s latest Higher Ed CMO Study, fewer than half of CMOs track their institution’s brand strength over time, and just 63% have conducted brand research in the past three years. The same gap exists in website measurement. Institutions invest heavily in their digital presence, yet many rely on outdated metrics that fail to connect website performance to brand perception, audience behavior and institutional goals. This session transforms website measurement in higher education, moving beyond outdated metrics to develop a strategic, data-driven approach. We’ll explore innovative techniques to assess website performance, user behavior and conversion metrics that align with institutional goals. You will engage with custom frameworks, key performance indicators and real-world challenges — such as evolving audience expectations. A deep-dive case study will showcase how one institution successfully optimized its website strategy to improve engagement and conversions. Additional case studies will provide further insights, equipping you with the tools to effectively analyze, communicate and enhance website performance. Whether you’re new to website analytics or a seasoned professional, you’ll leave with a clear measurement strategy that maximizes impact.

Presenters

Dan Moore — SimpsonScarborough Ben Loeffler — SimpsonScarborough