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Identify top-performing content and conversion optimization opportunities.
In Google Analytics, click on Behavior > Overview to see a quick summary of user behavior on your website.
- Pageviews and Unique Pageviews are the total number of visitors versus the number of new visitors across your site. Compare these numbers to measure the ratio of returning traffic to new traffic.
- Average Time on Page indicates an average amount of time that users typically spend on one of your web pages. If this number is low, it could mean that users aren’t finding what they need, or a higher number could mean that users find the information useful and stay on the page longer to consume the content.
- Bounce Rate indicates the percentage of visitors who left your site after landing on just one page. A high bounce rate might mean that users are not finding any relevant value to keep them on your site.
- Exit Rate is the percentage of visitors who leave your site after viewing multiple pages. If a particular web page is accounting for the majority of exits from your site, it may need to be optimized to provide more helpful information for web visitors.
- The page list at the bottom shows you the top performing pages of your website. Most often this will include the homepage, as well as top-performing content or service pages.
Open the Behavior Flow report to analyze users’ natural movement through the content on your site. Look for common patterns that show which pages keep people on your site longer, and which ones lead to the most exits.
Behavior Flow can be especially useful in identifying content that users found to be the most helpful next step in their experience. For example, if there is a particular blog post that seems to consistently lead users to click through to your services page, you might conclude that the blog post is useful in moving visitors along the sales funnel.
Look at pages that seem to lead to a high number of exits. Look for elements that can be improved to offer a better user experience.
Click on Site Content > All Pages to view which pages receive the highest total pageviews and unique pageviews.
For each page, you can see how much time visitors tend to stay on that page, the average monetary value it brings to the site, and exit and bounce rates.
Click on Site Content > Landing Pages to see which pages bring the most visitors to your site. Click on Site Content > Exit Pages to see which pages are the last ones a user views before they leave.
Use this information to study what works well for higher-performing pages and optimize lower-performing pages to try to improve conversion rates.
Click on Site Speed > Page Timings to view the average load time for each page of your website. Aim to have all your pages load in 3 seconds or less to avoid people leaving your site for slowly loading pages.
Click on Speed Suggestions to view recommendations on improving the load time of your website.
If you have site search set up for your website, click on Site Search > Search Terms to see the keywords that users are searching for.
Click on Overview to find the average number of searches, and Search Pages to find how many pages it takes for a user to find what they were looking for. Use the information to decide whether users are struggling to find certain features, pages, or content, and if so, improve navigation and information flow.
If you have set up event measurement with Google Tag Manager, click on Events > Overview to see how users are interacting with content, such as PDF downloads, form submissions, and the number of plays on a video player.
If you’ve linked your Analytics and AdSense or Ad Exchange accounts, click on Publisher > Pages to look for trends based on ad impressions, clicks, and revenue earned.
Develop a strategy for regularly reviewing and analyzing your behavior reports to provide a better user experience, which will help increase your conversions.
Review your web analytics quarterly or monthly. Aim to improve and refresh your content to keep it up to date and useful for your audience. For example, over time, a specific blog post on your site could go from being one of your top-performing pages to one that leads to a high amount of user exits if the content has become outdated.