Don’t underestimate the usefulness of Google Analytics when writing content, or you’re missing much. Its tools help you analyze data, draw conclusions and adjust editorial policies. So read further on making your content better and more attractive to your readers with Google Analytics insights.
Your editorial or marketing team probably already analyzes content in some way. It means that, most likely, you are familiar with Google Analytics firsthand. And most likely, you don’t yet use all the tools. However, that could easily change. So it’s worth starting with the basic concepts that you will face.
Content analytics are methods and metrics that show what each content page does for the business. It affects revenue from advertising, subscription sales, newsletter subscriptions, and many ways you monetize content. In addition, content is an invaluable strategic tool, so only the best essay and the best article will help increase the number of readers.
Content analytics, in turn, provides a detailed picture of whether a particular article or section was necessary for the business. It’s also a tool for identifying insights that help make sound business decisions. But before you make any decisions, you need to define your goals and understand how you make money. For convenience, please look at the below goals and choose what is suitable for you:
🎯 You want to increase your email newsletter subscribers, but there are fewer subscribers than you’d like.
🎯 You want to increase your advertising revenue by driving more traffic.
🎯 Subscription is the most profitable channel, but only 1% of visitors are willing to subscribe.
Content analysis is a broad topic that you should take seriously to succeed in business. Google Analytics can help you improve your content many times over. And below, you'll learn which metrics are helpful in each case and why they’re worth adding to your arsenal. If the material in this article is not enough, you can use some writing services to get the total amount of required information.
GA collects detailed information about visitors: age, gender, geographic location, browser language settings, and most importantly, their area of interest (sports, cooking, etc.). So how to use it? First, SEO consultant Stephanie Chang advises paying close attention to demographics in GA: where they live, how old they are, and what their interests are. Then, Chung suggests creating content based precisely on these points.
For example, if GA shows that many visitors were at culinary sites last week, write articles on culinary topics within your publication. Again, geographic data helps you plan content in a pinpointed way: if most of your readers are from the Midwest, a few articles about Chicago isn’t a bad idea. All three of the business mentioned above goals involve increasing your audience. That’s why it’s essential to look at who’s coming to your site now. Demographic data is far more helpful than analyzing old content.
Unique visitors are the number of people who came to the site or page. Before using it, you should remember that websites that sell media advertising rely on unique visitor statistics, so this metric is necessary for increasing ad revenue due to traffic. It’s also worth finding out what percentage of your visitors convert into ad clicks or subscriptions. A low figure means trying new ad formats or engaging your audience better.
Conversion rate indicates the percentage of visitors who took a specific action, for example, a purchase. The conversion by target shows the number of people who left an email. So how to use it? Conversion rates can vary depending on what you want. For example, sell a $10,000 annual subscription on a highly specialized topic. The conversion rate will be lower than if you offer readers a less expensive subscription on various issues.
The latest survey shows that the average conversion rate of e-commerce websites is 2.86%; content-oriented sites tend to have lower rates. If articles on a particular topic have lower conversion rates than other topics, that’s a clear signal that the content isn’t working. Thus, it would help if you made changes to it.
When someone comes to a page and leaves without action, GA marks the visit as a bounce rate — the lower the bounce rate, the better. A low bounce rate means your content is interesting to readers. How can you use it? If a specific page collects more traffic than others but has a higher bounce rate or lower conversion rate, don’t worry. Something on that page attracts an audience but doesn’t engage. The high bounce rate could be due to interface issues. Or there’s nothing on the page that’s interesting beyond the page’s content.
Your media is what’s around the article. The frame around the content determines whether the reader stays or goes. To engage the reader, personalize the blocks around the article. That way, every user will find something on your site that interests them. And then, the number of clicks on the recommendations and the time on the site will increase significantly.
AOV (Average Order Value) indicates the average revenue per visitor. It is a crucial metric in e-commerce, which is helpful for media with selling pages and those trying to increase subscriptions or conference ticket sales. In addition, you can use AOV to measure the effectiveness of discounts. So if you offer a discount for a second or third subscription and want to know if the system is working, AOV is an essential metric. In GA, you can set up triggers, so-called Targets, which register the fact of X event on the site.
An event can be a click on an ad, or if someone stayed on the page longer than 5 minutes, someone bought a subscription, reached the “purchase confirmation” page, or subscribed to an email newsletter. How does this work? You create a page where the user goes when they take action: a purchase confirmation page or a “Thank you for sharing your email address” page. The target is configured to visit such a page, and you can track which ways users get there most often.
Ever wonder why posts about fish drive more email sign-ups than posts about cats? Do readers who see Comic Sans subscribe less often than those who see Helvetica? Want to find out which author has more fans? Then you need to know that grouping content in GA allows comparing one piece of content to another.
Grouping is probably one of the most valuable features of GA. Categories can be formed by date, author, and topics. Then, you can compare pages and see which text drives conversions. Otherwise, you can see which users have a higher average check (or subscriptions) depending on their conversion path.
Google Analytics has a robust set of tools to help you properly analyze your content and gradually improve it. You should pay attention to the selection of unique visitors, and the larger its number, the better. Think also about the time it takes to measure your data. Often strategic thinking in time is more valuable than the number of visitors.
The more time, the more accurate the results are. Accuracy is when the numbers stop jumping around dramatically. For example, suppose you’re tracking how a new article affects conversion rates. In that case, it’s better to wait until the quantitative metrics on it have stabilized and draw conclusions already based on the data.