Google Analytics is such a highly important tool to be installed on all websites. Not only can it provide an insight into how your website is performing, but it can also provide ideas on how your website can perform even better. Following a few simple steps can lead you to develop areas of your website that are performing quite well in terms of traffic, and converting it into conversions.
1. Identify High-Performing Areas of Your Website
With the correct time-frame in place (you could go back as far as a year, or even more), you can view a whole load of data surrounding your website’s performance. In the left-hand navigation menu, go to Behaviour > Site Content > All Pages. This will display a long list of the pages on your website that are performing well. You can see the pages that are gaining the most traffic, and from which source. The pages that are top of the list are the ones you want to focus on.
2. Review the Webpages of the High-Performing Areas
After identifying your top-performing pages you want to review the pages. Look at the style of content and find some areas that can be improved. If the web page is getting the majority of traffic from organic search, you want to see if there are any areas that can be optimised better through basic SEO tasks. By doing this, you are making the page have even more chance to rank higher in the search engines, directing further traffic to the page.
3. Look for Opportunities to Optimise Conversions
After completing the basic SEO tasks, you can now make the most all the traffic that is going to your blog post and optimise conversions. Looking back at the content, think of what you want the content to achieve, such as the action you would like readers to do after reading it. Think of ways you can style in some CTA’s (calls to action), to direct your readers/users to the place they need to go to complete a conversion. For example, give them the opportunity to sign up to your newsletter if they want to receive more related content.
Give the Opportunity to Share Content
It is key that any piece of content you are producing, regardless of how popular it is, you give your readers the chance to share it on. If it is already producing a good amount of traffic, you are only enhancing the chance the content has to go viral.
Create Further Content
Following on from this, identifying popular content is a great way to find further areas of content that can be developed and made successful, knowing it is what your audience are looking to view. By creating similar content it gives your audience the chance to continue their journey through the website. This is especially useful if they require more of a push in order to finalise a conversion.
Find Out What Your Audience Are Searching For
On your Google Analytics dashboard, if you go to Behaviour > Site Search > Search Terms, you are given a list of the search terms users have searched on your website. This is such a valuable piece of data as it directly shows you exactly what your users are looking for. It gives you the opportunity to create further content that also has the potential to get as much traffic as your popular webpages.
Google Analytics is such a great tool to help identify areas of a website that can be improved. Once you know where and how to access the data, there is an endless amount of possibilities that can lengthen the lifespan of popular content and gives you ideas for content that can be produced to compliment existing articles.