If you want to create web content that will improve traffic and reduce your bounce rate, you'll need to learn more about how visitors to your website behave. Thankfully, learning all of the intimate details regarding how visitors interact with your website is easier than calling each visitor up and asking them awkward questions; you can simply use the web analytics tools at your disposal to gain insight into which content is most popular with your visitors and why. Effective web content management is all about delimiting your access to data, and every content manager should keep track of a few basic trends that can make or break a website's success.
Analyze Visitor Behavior
When members of the prestigious Forbes Agency Council were asked to identify the web analytics data that they used to help their clients thrive, they all agreed that closely studying the way that visitors behave on a website is the primary key to web content management success. One of the most important analytics to take a look at is bounce rate, which is the rate at which visitors to your website leave after only viewing one page. If a visitor connects to your content, they will view a variety of different pages on your website, and a high bounce rate can be a sign that your web content isn't resonating with customers. Some degree of bounce is to be expected with any website, but if your bounce rate is too high, you'll need to determine why customers are shying away from your site and fix the issue.
You'll also want to determine how long customers remain on a particular page after they arrive. Pages that visitors linger on for a significant period of time have an attention-grabbing factor that you'll need to identify and replicate. From there, you'll need to get a big-picture view of an average visitor's behavior flow; once a customer interacts with a certain page, which pages are they likely to interact with next? Also, which pages on your website are the most common points of customer disengagement and navigation away from your site?
Amplify Content that Resonates
According to web content management expert Sara Davis of Foxtail Marketing, once you've determined which content is most popular with customers, you'll want to tailor your website until it revolves around that particular type of content. Whether visitors are spending a great deal of time on particular product pages, blog posts, or other types of pages, do your best to determine which factor is driving this traffic. Are tutorial blog posts generating a lot of traffic due to their usefulness, or is a particular product page grabbing attention because of its bright and colorful images? Whichever variable is driving a hot page's popularity, exploit this factor the fullest extent possible.
One way to figure out which content is resonating with your visitors is to take a look at trends. A brief spike in traffic can happen for a number of reasons, but if a page remains popular over the space of a month or a year, it becomes much more likely that it holds some sort of unique value that you can transfer over to the other content on your website.
Learn How Your Visitors Arrive
To make sure that you're exploiting your web content management skills to their fullest, you'll need to learn more about how visitors get to your website. Mobile browsing is becoming more and more popular every year, and if a large percentage of your visitors are arriving at your site on mobile devices, you'll need to make sure that your mobile presence is optimized to the maximum extent possible. If you're noticing a high bounce rate with mobile visitors, you'll need to tweak your mobile site until it is clean and easy to navigate.
It's also important to determine which keywords are leading visitors to your site. According to analytics guru Bernadette Coleman of Advice Local, understanding which keywords visitors are using to find your site can help you determine if your content meets up with visitor expectations. Also, you should use analytics to determine if the traffic you're paying for with advertising is proving itself effective compared to organic traffic.
Explore Your Analytics
As you use all of these tips to take your web content management game to the next level, you'll also need to go above and beyond the topics we've covered and explore everything that your analytics engine has to offer. Once you've become a master at observing visitor trends, you'll be able to create content that's specifically tailored to boost all of your desirable metrics into the stratosphere. In the pursuit of fully optimized content, leave no stone unturned as you learn everything you can about how you can use your analytics tools to your advantage.