Target low-performing pages
Google Analytics will list your best- performing web pages in terms of traffic volume, but it is also important to pinpoint content that may not be working for your audience. Overhauling content that is not moving the needle can increase the effectiveness of your content campaigns.
To identify problem pages, navigate to the Behaviour tab and then Site Content and Exit Pages. The latter will show you exactly when customers are opting to navigate away from your website. To improve these pages, consider coming up with new creative content ideas capable of delivering the value that your audience craves and fixing any UI and IX design issues. Optimising for mobile is always a good idea.
Track in real -time
Accessing a snapshot of your website’s performance once a day via Google Analytics may not be enough to give you a complete and accurate picture of performance. Fortunately, you can tap into data in real -time via Intelligence Events, which will highlight specific anomalies and irregular traffic patterns. This may happen if you have just published a compelling blog or article and see a spike in engagement.
To set this up in Google Analytics, navigate to the Intelligence Events tab and click through to Custom Alerts via the Overview hub. You can then create a New Alert and customise the parameters which that need to be triggered for the event and select a notification method.
Support new content
Google Analytics can be used to determine the success of the content materials you are publishing. If you have recently posted an series of how-to articles or several editorials, you can organise these into buckets and find out whether they are driving any tangible conversions or meaningful engagement. Keeping tabs on different formats and mediums will give you an idea about what to invest in next.
You can also use the Search Terms report to hone in on phrases and keywords that your target audiences are using when looking for your content, products and services. This report, available via the Behaviour tab, can be used to improve your SEO efforts and optimise for Google and Bing search.