Is Your Audience Engaging or Exiting?
So how do you know if your website blog is getting stale? The answer to that question lies in Analytics and in your blogging motivation. In this post we’ll explore the statistics and softer-side of a website blog to determine if your content marketing strategy is a trick or treat (sorry, couldn’t resist as it’s Halloween week).
Described as the sexiest metric by Google’s Avinash Kaushnik, bounce rate is says a lot in its simplicity. Humans will immediately leave if they don’t find what they are looking for. If you’ve got a high bounce rate, then check these three areas:
- What’s the calculation? The default calculation considers a bounce if a visitor reads one page and then leaves. Think about your content — especially your website blog — and how you want a visitor to consume it. If they land on a page and spend 3 minutes reading it… is that a bounce? The answer depends on our business’ sales cycle and how your online sales funnel is set up.
- Is it a design problem? If your visitor doesn’t know what to do when they land on your site, that’s a problem. If they have to scroll below the fold to see the call to action, a redesign should be a priority. A landing page can be any page on your site. That’s why we recommend a clear call to action on all pages. If your website blog isn’t mobile friendly, that can contribute to a less-than-positive experience for those who find you via their smartphone or tablet.
- Does your title tag and meta description match your content? The good news is that you got a click from a Search Engine Results Page. The bad news is that they didn’t stick around. You set up an expectation with your title and meta description, yet your content may not match that expectation. The meta description is composed of 156 characters. There’s a lot of psychology in making each letter count. A bounce may mean editing is in order.
Page Views & Length of Stay
Your human visitors will stick around if you are giving them the information they need… when and how they need it. How many pages do they view per visit? How long do they stay on your website blog? These are important statistics you’ll find in Google Anlaytics. Go to GA’s Audience and Behavior menu areas and dig into:
- Visit Duration – how long they stay on your site
- Page Depth – how many pages they view
- Visitor Flow – where they land and where they go
- New vs. Returning – provides insight if your website blog is gathering a loyal following
- Mobile – data per device categories (desktop, mobile, tablet)
- Landing Pages – the most popular pages/posts on your site
- Site Search – insight of what visitors are searching within your site, if you have this function set up
What’s Your Website Blog Motivation?
Are you simply blogging to gain SEO rankings? Are you blogging about the same old thing? If so, your content is most likely lackluster. Chasing SEO rankings isn’t sustainable if you lose your audience a second or two after they arrive.
Your website blog is the start of a conversation. If you can’t think of one more interesting thing to write… then it’s time to get re-inspired or outsource it to a professional.
So is your website boring or brilliant?
How can we help?
Launching a website and need help with design? Or, are you tweaking your landing pages to improve sales conversion?
We are the spectrum group online, and we offer strategic and tactical consulting so you can monetize your online presence. Call us for a complimentary 30-minute consultation to discuss your website’s user experience and translate that into sales.