Friday, December 26, 2014

How to Measure The Value of Content On Your Website With Google Analytics

Content is the currency of the web. Content that provides high value to the visitors often brings in the maximum revenue. Here, I am talking about those websites where content plays a key role in conversions. The biggest problem that marketers face is how to measure the value of content and group them together to see which piece of content has generated the maximum revenue and vice versa. This might help them to focus more or have an increased budget for those types of content that brings in more visitors or for those content that helps to engage the visitors more ultimately adding to the brand value and conversions.

Key Google Analytics Metrics To Measure Audience Engagement

Let's discuss about the metrics that are essential to measure the value of content:

PageViews - Pageviews is the total number of pages viewed. Repeated views of a single page gets counted.

Unique PageViews - Unique Pageviews is the number of visits during which the specified page was viewed at least once. A unique pageview is counted for each page URL + page Title combination.

Average Time on Page - The average amount of time users spent viewing a specified page or screen, or set of pages or screens.

Bounce Rate - Bounce Rate is the percentage of single-page visits (i.e. visits in which the person left your site from the entrance page without interacting with the page).

Exit Rate - %Exit is (number of exits) / (number of pageviews) for the page or set of pages. It indicates how often users exit from that page or set of pages when they view the page(s).

Key Reports That You Should Look Into

A- Engagement View Located Under The Audience Reports

This report shows how many visits lasted each length of time shown under the session duration column. The second column shows how many pageviews each session duration delivered.

Now, let's take an example, suppose I have a website where I am selling slimming belts and I also have a resource section where I have a list of webpages having content that educates people about the benefits of weight loss. I want to find out how many people are actually liking the content. I already have the information that people who spend more than 4 minutes on my site gets converted more often and now I want to find out how many sessions I am able to generate that consists of more than 4 minutes using organic traffic only. I will straightaway head over to the engagement view and filter organic sessions using the advance segment.

This will help me to determine how many sessions are my content being able to generate that can deliver maximum conversions using the organic channels.

B- The All Pages View Under The Behavior Report

Keeping the advanced segments for organic traffic on, I am able to view the top pages on my site that are generating maximum views. I also keep an eye on the bounce rate and exit rate of the site.

I would strongly recommend to keep an eye on the following metrics with the help of this report:

1- The page URL's that are generating the maximum pageviews with the minimum bounce rate.
2- Page URL's generating the maximum time on page.
3- Page URL's generating the maximum number of unique pageviews.
4- Page URL's leading to maximum number of exits. 

C- Behavior Flow View Under The Behavior Report

This report helps to see the percentage of drop offs that are being generated from the starting pages or the 1st interaction or the 2nd interaction pages.

Have a look at the below report for my blog where I am able to see where exactly do people tend to drop off from my website.

This visual representation of top pages of my site on which the audience interacts the most helps to give me an idea as to where should I exactly focus my attention.

D- The Goal URL's View Under The Conversion Report

This report helps me to analyze which are those URL's that are helping me to generate the maximum conversions. Please keep the organic channel filtering on because this will display only those conversions that have happened using the organic medium.

The report can easily indicate the top value pages on my website and gives me an idea on what genre of content I must produce on a regular basis in order to keep on increasing my revenue.

Also See:

Macro and Micro Conversions for Online Portals
Learn Analytics FREE
How to Find the Best Day of Conversions Through Analytics
Data Sampling in GA
How to Create Goals in GA?
Understanding Goal Flow in Google Analytics
Google Tag Manager
Universal Analytics
Multi Channel Funnel in Google Analytics
Regular Expressions on Google Analytics
Search Queries in Webmasters Tools
Google Data Highlighter
Seo for E-commerce Websites

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