Features used: Page Comparator, Journey Analysis, Zoning
Time: 20 min.
Set up
If you do not have the following mappings, goals, and segments already saved to your Contentsquare platform you will need to create them before getting started.
- Create a high-level mapping to ensure all your content pages are grouped together.
- If the page templates are different depending on the types of content, you may need to separate them out. E.g. Campaign pages, Blog pages, FAQs pages etc.
- Create a goal for Viewing the Content page
- Determine what your conversion goals are for your content page and create those goals
- Ex. goals: 'View Content page' and 'Clicked at Sign up'
- Viewed the Content page
- Landed on Content page
Step-by-Step
1. Open Journey analysis, and apply the segment 'Viewed the Content page' in the Analysis context. When using “All journeys from landing pages” you will be able to see the main way visitors are reaching the Content page and analyze the following metrics:
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Look at where the page is seen in the user journey. How many visitors are landing on a Content page? Do they bounce straight after? Are there key pages that lead the visitors to the Content pages? (e.g., Homepage, Blog landing page)
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Navigation journeys after the Content page - which are the most popular pages that users go to after the Content page?
3. Open Page comparator, apply the segment 'Viewed the Content page' in the Analysis context and analyze the following metrics:
- Check the bounce rate, time spent and activity rate. High bounce rate and low time spend and activity rate may indicate that users are not interested in the page or do not expect to be taken there.
- Look at the scroll rate. A low scroll rate could be a sign that users are not interested in the content on the page.
4. While still in Page comparator, activate the Comparison mode in the Analysis context and apply the 2 segments: 'Landed on Content page' and 'Viewed the Content page and Not Landed on the Homepage'. Analyze the following metrics:
- Look at the exit rate and time spend. If landers are showing a much higher exit rate and lower time on the page, you may have a problem with the acquisition strategy/SEO.
- On the other hand, if users getting to the content through browsing the site are showing a higher exit rate and less time on the page, the elements linking to the page are probably more problematic.
5. Open Zoning analysis, set your Analysis context to 'All visitors' and analyze the following metrics:
- Look at the exposure time (and hover rate and float time on Desktop) to get a sense of the extent to which your page has been browsed through.
- Check click rate and attractiveness rate to understand the performance of your key page elements. Which elements your users are most interested in?
- To see if the element is leading to relevant categories or products, you can apply the goal of the page they would land on as a conversion goal and look at the conversion rate per click for achieving that goal.
Take action
- If you notice sudden and sporadic big drops of users after the content pages from users arriving from the homepage, this might suggest drops of interest in the content promoted on the homepage. You may want to focus the homepage on navigating users to popular or most common categories rather than focusing most of the real estate on single-piece content.
- A steep decline in the exposure rate below the fold indicates that users are not encouraged enough to scroll. In-page navigation can be used to help anchor users to a particular section on a page.
- High exit rates or looping behavior after a Lead generation form suggests a disrupted user journey. Consider using a modal that allows users to continue where they left off.
- High float time but low attractiveness rate on the titles of your articles or content banners may indicate hesitancy and require additional clarity or headline for your articles. You may also want to use shorter descriptions to clarify a solution or product.
Go further
Take the Analyzing Content Interaction and Attractiveness CS University course!