As a Marketer, your goal is to create engaging content for your prospects and customers.
Examples of content include:
- Landing pages
- White papers, reports, case studies
- Blog posts
- Videos
But developing content is only 2/3 of the battle.
The critical third piece of the equation is measurement…
…Measuring how successful your content is at engaging prospects and customers.
And today I’m going to show you how to use Google Analytics to do just that.
Keep reading to learn how it’s done.
Step One: Go To Google Analytics Behaviour Reports
If you’re a demand-gen marketer, Google Analytics should be a close friend of yours. It certainly is for me. I love combing through Google Analytics reports and data. Because it shows me EXACTLY how my efforts are adding value. Which I can use to do my job better every day.
So:
Head over to GA. And then go to your Behaviour reports.
Step Two: Go To “Landing Pages” Report Data
Navigate to your landing page data within your behavior reports.
This is going to show a broad set of data for all landing pages by URL slug.
Now, it’s time to start tapping into the power of GA…
Step Three: Tweaking Advanced Filters
Because we’re looking for which landing pages generate high engagement, you have to know which metrics show that.
Two metrics I like to use are:
- Pages / Session
- Average Session Duration
*Quick Note on “Sessions”*
Here’s what a session is in Google Analytics:
How a web session is defined in Analytics
Back to advanced filters –
Advanced filters allow you to slice-n-dice your reports by filtering specific dimensions and metrics. If you’ve never used it before, it’s this clickable text link here:
Click on the advanced filter link and you’ll see a filter options menu drop-down.
Now its time to start tweaking.
My technique for finding landing pages generating highest engagement is this:
1. Filter landing pages generating a reasonable amount of sessions.
Keep in mind session data is going to change depending on your time window. The idea here is to focus on pages that visitors are actually visiting consistently. Because it eliminates pages with abnormally high engagement which are one-offs.
2. Filter average pages / session.
I use my average pages / session data for all landing pages as my filter. For example, if my average is 3 pages / session, I use that as a benchmark.
3. Filter Average session duration.
Apply the same technique here. Look at the average, and use it as a benchmark. If your average session duration is 2:00, then use that as the cutoff.
Step 4: Analyze the Results
Once you hit apply, you’ll see remaining landing pages that are performing above average in terms of engagement. From here, you can sort your data. This shows you which content sparks visitors to view the highest volume of pages. Or you can sort content which keeps visitors on your site the longest.
You now know which landing pages generate highest site engagement. And you can use these insights as you develop content for your prospects moving forward.
Happy content optimization.