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A 3-Metric Report to Spot Weak Content on Your Site

You can use a small set of metrics in Google Analytics to quickly spot pages that need a little love. These metrics answer the key questions:

  1. Are people getting to the page?
  2. Are they sticking around?
  3. Are they converting?

Use these metrics to spot the pages that need work and then use my questions to ask about your content to figure out what you could do better.

Metrics for a Quick Content Assessment

New Visits – The number of visitors whose visit to your property was marked as a first-time visit. Keep in mind that cookies do expire and people may browse from different devices, but this gives you a good idea if you are getting new eyes on key pages.

  1. See how effective you are getting new eyes on goal pages: If New Visits for the page is stagnant or non-existent, then look at the pages preceding it and at how you are driving traffic to it. Are there multiple paths to the goal page? Are you using clear CTAs to get them there? Have you promoted the page in social, on your blog or in any other channel?
  2. Maybe your visitors are trying to tell you something: For the most part, a high number of new visits to customer service pages or shipping info means that you aren’t giving a visitor the information they need to convert. Compare the trend of new visits to these pages to new visits to the site. If the curve is almost identical, then your new visits are dealing with an information deficit.

% Exits or Exit Rate – Tells you what percentage of visitors leave from a particular page. This is a bit different from bounce rate which tells you how many people land on a page and then leave the site.

  1. Applying this metric to funnel pages will show you how effectively you are moving visitors through your conversion process. Look for steps with a high percentage and figure out what is driving people away. Is your form too long? Is the offer unclear?
  2. Tying this metric to mediums like search or social will give you a better understanding of visitor behavior. For example, a high exit percentage for social visits will let you know that either your strategy or your audience needs to be adjusted if you want to see more growth.

Goal (#) Conversion Rate or Ecommerce Conversion Rate – The percentage of visits that resulted in a conversion to the goal. For this one, you need to make sure that you are using the conversion rate of the specific goal (hence the # in the title) and not the overall conversion rate. If you have a store, then include your ecommerce conversion rate but make sure you include some micro or secondary-conversions too.

  1. Use advanced segments & filters in your custom reports to make sure you focus on pages that matter for the goal. You should know which pages are entry points and also the ones that are part of the funnel.
  2. If you are looking at ecommerce, then try segmenting by page type level in the site hierarchy to see how well categories, subs, & internal search results convert. Keep drilling down to find what works and what needs your attention.

Grab my quick content checkup report (login to Google Analytics and then click the link)

The report has the metrics I’ve talked about here with Landing Page as the dimension. You can drill down from Landing Page to Page Title. I’ve included ecommerce conversion rate and goal conversion rate for 1 goal. You can edit and change the goals to suit your needs.

Improving on What You’ve Got

Reviewing and refining your content is one of the most cost effective ways to grow your business online. If you make it a point to work steadily through your sites elements, then you can leverage existing assets for more visits and conversions.

This post is part of my series on improving your website with simple and straightforward changes.

Image: nutrition.about.com

Published in Marketing Ideas Working Blog

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