Is a top-viewed landing page catapulting visitors away from your site? Is a lesser-viewed page making your visitors insanely happy? Use Google Analytics data to find out.
If you’ve used the Google Analytics Top Content Report, you know there’s a lot of data there. You also know how frustrating it is to comb it all. This week I was trolling Tableau’s web analytics data to find the fast and the lame.
Google Analytics’ content report is generous with data: pageviews, time on page, bounce rate, and % of visitors who exit the site after viewing the page. But the report doesn’t exude insight. In fact, it can make your head hurt:
So try it graphically. Here’s our website’s content, organized by section (the first level of the URL hierarchy).
The visualization tells me a few things:
So our video-watchers show commitment by spending a lot of time on the page, but then leave the site. Our sales and support guys often send customers to particular training videos, so it’s natural that they might leave after getting what they needed. Still, we could do a better job of providing relevant next-step content on those pages.
Now we know how visitors are interacting with different parts of the site. Let’s check out specific content. I drilled into Tableau’s gallery to evaluate our Visual Examples, which are visualizations from customers or from public data.
What popped in this visualization:
To make Google’s content report visual, I simply exported the CSV, formatted it slightly in Excel and then connected it to Tableau (don’t have Tableau? Download a free trial.) I didn’t use the Google Analytics API, but I’ll look into that in the future.
If your content report is filled with unreadable URLs, the Google Analytics Blog offers tips on cleaning them up. And if you use query strings to drive content, Analytics Talk shows you how to make them more readable.