FlyTips: Drill Into Site Content Using Google Analytics


Sep. 24, 2013

Welcome to the final installment of our Google Analytics FlyTips. This time, we’re going to drill into the most useful content reports which help you improve your page content or navigation structure. In case you missed out, previous posts focused on audience reports, traffic reports, and using social media to improve your website SEO. Ready to get to work? Let’s dig in!

Content Reports

Behavior Flow 

"Google Analytics Behavior Flow"

Why It’s Important: Behavior Flow reveals the pathways your customers travel when they navigate your website. Understanding what is popular helps you identify content that needs improvement. In some cases, you may decide to remove a page from your site. After all, would a restaurant keep a dish on its menu if no one ever bought it?

Sample Insight: There is a food menu page you believe is vital to your business, yet receives very little traffic.

Next Steps: Think like a consumer. Is the intended audience not seeing the link to that page? Update your navigation or put a photo on the homepage that links to it. Are people exiting the page a few seconds after landing? Experiment with your page content layout! Make one change at a time, then re-visit the report to check for improvement.

Site Content: Content Drilldown 

Why It’s important: Content Drilldown displays information related to pageviews, time on the page, bounce rate and exit rate. Your main website goal is likely to be selling tickets. For any e-commerce web site, the amount of time spent on a page may be secondary to moving customers effectively into the purchase process. With that in mind, the collection of pages where you feature Ticketfly purchase links is where you hope to see the most action.

Bounce rate = percentage of visitors that both landed and exited from the reported page.

Exit rate = percentage of visitors leaving your website from the reported page.

Sample Insight: The majority of users land, then bounce, and exit from event pages. A slightly smaller group lands on your homepage, and has much lower bounce and exit rates. The homepage is where you have upcoming and just announced event lists prominently displayed.

Next Steps:  Ask “Why?” and think through the possible answers. Customers who have first seen the event page link via search or on social media have a specific goal before coming to your site. In this case, the high bounce rate may be indicative of either getting information like ticket price and showtime and exiting, or clicking the Buy Tickets link and moving to Ticketfly’s site to make their purchase. In contrast, your homepage lends itself to event discovery and has lower bounce and exits because you’ve made it simple for customers to find new events they want to explore, so they move deeper into the website.

Site Speed: Page Timings 

Why It’s Important: Page Timings helps you identify factors that affect the loading speed of critical pages like your home and calendar page, so that you can solve performance problems. For example, you may want to look for performance issues based on differences between web browsers.

Sample Insight: The homepage takes much longer to load on a mobile device when compared to the overall total load time for the page.

Next Steps: Review related data in the report to determine the cause. Is it because your website redirects to a mobile-optimized version? Are there differences if you look at the original source of the traffic? Once you’ve identified the potential cause, you may decide if it is critical to take steps to improve the page load time for the mobile user.

Congratulations! You are ready to tackle understanding your website using Google Analytics audience reports, traffic reports, and content reports.

If you have questions, there is a robust Google Analytics Help portal that will help you learn about using advanced features such as reporting dimensions and metrics or creating content Events tied to Goals in Google Anayltics (recommended). Don’t forget to learn how social media impacts your website search ranking while you are at it!

Next month, we will let you know how to effectively track your PR and marketing efforts by tagging event and purchase links to see how they help you drive traffic and convert sales.


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