Google Analytics - Top Content Report

Posted by Internetrix on 15 March 2010 | 0 Comments

Want to find out which pages on your site are viewed most? The Top Content report allows users to analyse individual pages on a site. This is valuable as it can help in identifying pages that generate the most traffic, are most relevant or most interesting.

When analyzing the Top Content report the following metrics are most valuable;

• The ‘Pageviews’ metric- this metric is valuable as it shows which pages generated the most traffic, which for majority of sites will be the sites home page
• The ‘Avg. Time on Page’ metric -gives an indication as to how interesting content on the page and whether users are taking the time to read the content
• The ‘Bounce Rate’ metric – provides an insight into whether the content on the landing page is relevant to what the user is searching for

Analysing these metrics for key pages allows you to determine which pages are working for you and those that require improvements in order to get a response from your audience.

The Top Content Report also allows access to perform actions such as navigation analysis reports and landing page optimization reports. The navigation analysis reports (Navigation summary and entrance paths reports) provide information relating to how visitors arrived at your page and how or where they went when they exited your page (refer to the screenshot below for an example of the Navigation Summary). The benefit of this report is that it allows you to identify sources that point to your page so you are able to tailor page content appropriately.

The Landing Page optimization reports allow you to view information relating to entrance sources and entrance keywords. Understanding which sources your visitors have come from and which keywords they have used to get there you are able to improve quality of landing pages, and in turn improve conversion rates.

Content by Title and Content Drilldown Reports

The Content by Title and Content Drilldown reports provides the same information to that in the Top Content report, however the reports are grouped by the title tag on each page and the directory in which each page resides. Users are able to view statistics on individual pages within each group by clicking on the page title or relevant directory.

Considerations

• Users should consider the context in which pages exist when analyzing statistics generated. For example the ‘%Exit’ metric may be over 90%, but further investigation may reveal that this page is a ‘order confirmation’ or ‘receipt’ page where visitors would be expected to leave once a conversion or transaction has been completed.

Implementations for Different Business Sectors

Multi-National Corporations

• Multi-national companies can easily view how content developed for different countries is performing.

Domestic Corporations

• Can further optimise content for their audiences based on statistics within the content reports

Medium

• Provides smaller to medium companies a sophisticated but cost effective way to analyse how content on their site is performing 

Public Sector

• Organisations within the public sector such as local governments that present legislative/regulatory content can use the metrics provided in this report, such as ‘Avg. Time on Page’ to determine whether the content they are presenting is satisfying  the user.

Membership Based Organisations

• Can be used to gauge the effectiveness of content aimed at recruiting members

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