Managing and Optimising your Site Content through Analytics

As any website guru will tell you, ‘content is king’. This applies as much to an ecommerce site as to any other. It is vital that the site provides something invaluable to potential customers. Of course no website will be perfect for everyone but it is vital that even in a niche market you are providing a very high standard. For an ecommerce site, content refers to products and services.

As a result, it is important to know how popular the products, pages and features of your site are with your current and new clients. Analytics provides a variety of tools about success of site content and how it can be optimised.

Top Content

This feature allows you to gauge the popularity of each individual page of your site. You can determine the most popular pages, their number of page views, the average time on page and the bounce and exit rates. Through this you can determine which of your pages are working for and against your overall productivity.

To add additional depth of understanding to this feature it can be viewed through a variety of different methods such as by percentage, performance and comparison. Furthermore there are a variety of advanced filters to assist with evaluation of pages.

If for example you find that a particular page has a high bounce or exit rate then it might be prudent to re-evaluate the page to determine what is affecting its views. It may be the case that the page has poor navigation or simply offers something that your range of clients isn’t interested in.

In this case it is always prudent to be running website optimizer on several of the pages, this allows you to check your content order to make changes and improve your site. Otherwise you may want to rethink the usefulness and relevance of that particular page. It is important not to get clients sidetracked from the key aims of the site.

Top Landing Pages

This feature works very well in conjunction with the Top Content analysis. What the top landing page tool provides is insight into how people are accessing your site. While you would expect the majority of your traffic to initially reach your index or intro page it is important to consider that people will find their way into a variety of landing pages.

This can most likely occur as a result of a popular product or potentially your own SEO campaign. If you find that a certain page or product is receiving more attention then you may want to check up further on this product’s sales and act to capitalise on it. You could further endorse this product via advertising campaigns or special offers.

Alternatively, if this popularity can be tied to an SEO or marketing campaign then you may want to create similar campaigns for other products in order to reap the benefits across your site.

Top Exit Pages

Conversely, the Top Exit Pages feature allows you to look at where people are leaving your site. If this happens to be your order confirmed page then it is probably not such a problem. However, if cart or order confirmation pages are seeing high exit rates then you may want to look into the reasons for this. High exit rates in these cases are often the result of poorly organised forms or a lack of information. It is in the checkout page that users become most sceptical of a site and are more likely to leave. If they see something they don’t like such as extra charges announced on the last page or a poorly made address details page then you can count on a large exit rate.

In this instance creating goal funnels can be a very useful endeavour. This can provide in-depth information about the exit and success rates of the pages funnelling into the goal page (usually the confirmation or ‘thanks for ordering’ page). For more information on using and setting up goal funnels check out our previous article.

Site Overlay

This is an extremely useful tool as it provides an overview of link popularity across your entire site. When using it you are provided with an overview of how you would usually view your site but with a percentage tag beside each link on the page. This allows you to look at your site from a client point of view and to see how your traffic flows from page to page. This feature provides a very useful insight into how your site is being browsed.

Using these features of Google Analytics, as well as a few others can provide extremely useful information. What is important is that you analyse and use this information correctly to optimise and prioritise products and pages on your site.

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One Response to “Managing and Optimising your Site Content through Analytics”

  1. Caleb Evetts says:

    Do you think that benefit of SEO is becomming less and less as people use other media such as Facebook to conduct searches? Equally, if you’re looking for a particular product then there are many ways to search beyond the actual search engines. Perhaps in 10 years time the whole SEO industry will no longer exist as we know it today.

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