Do you feel like you are wasting your time creating content because nobody is engaging with it? Are you struggling to find your voice in an already saturated market? If so, then this is the article for you. We’re going to talk about analytics, what it is, and how leveraging it can help you to improve your content engagement significantly. Here’s everything you should know…
What is analytics?
The literal definition of the word analytics is: “the systematic computational analysis of data or statistics.”
Using analytics, you can:
- Gain actionable insights
- Identify emerging trends
- Increase the overall customer lifetime value (CLV) of your content
- Build strong, long-lasting relationships.
Google analytics is best for SEO performance
Before you venture too deep into analytics, understand that it is a very broad subject and can be used in a multitude of ways to improve your digital marketing efforts.
However, for the sake of improving content engagement, you should start off with Google analytics for your website.
Using Google analytics, you can track the following metrics through your website:
- Who is visiting your website?
- Where is the traffic coming from?
- How long are your visitors staying on your website?
- Where are they spending most of their time on your website?
- How many visitors are converting into paying customers?
But, how is the above data valuable and how can you use it to improve your overall content engagement and SEO?
Let’s break down each of the above points and what insights can be divulged:
- Who is visiting your website? – This can help you determine the main demographic visiting your website. How old are they? What nationality are they? Are they predominantly female? The more information you can gather about your primary audience, the better positioned you will be to cater your onsite experience to them.
- Where is the traffic coming from? – Is the bulk of your traffic coming from paid ads? How well is your organic traffic faring? Are many people coming to read your blog posts? This data can help you determine what you are doing right and which areas need the most work. For example, a Miami SEO company could use this data to see how much traffic is coming from local search, via paid advertising, social media, SEO, and so on – and then give the weakest areas more attention.
- How long are your visitors staying on your website? – If they drop off almost immediately then it’s clear that they aren’t finding the information they need. However, if they are spending plenty of time on your website but failing to convert, it could be that you need to improve the UX / mobile optimize your website, work on your value proposition, or craft a more compelling CTA.
- Where are they spending most of their time on your website? – If the bulk of your website visitors spend time on your blog or FAQ page, then it will be clear that your content is doing well, and can help highlight the other pages that need further development and fine tuning.
- How many visitors are converting into paying customers? – Again, if you are struggling to persuade website visitors to buy, your sales copy will need refining.
Split-test and experiment
Using the above data, you can begin taking notes and jotting down actionable insights. Then, you can begin crafting new messaging and split-testing on your website. That way, you can further experiment and easily determine which content resonates best and which gets the most engagement.
Ultimately, analytics is all about research and refinement. Trial new content, gather data, fine-tune, and try again. With this approach, coupled with plenty of dedication, you’ll have no trouble communicating with your audience and converting them into loyal, paying customers.