What insights should you measure to improve the effectiveness of your blog?
Want to improve your blog’s effectiveness? All you need to do is monitor user insights and find out what is working for your blog and what is not.
So, which user insights or metrics will help you the most to improve your content, attract more traffic to your blog, and drive more people into your sales funnel?
Number of users
This metric refers to how many people are visiting your blog. While it’s a basic insight, it provides an overview of how your blog is performing.
Similar to number of users, the unique pageviews metric relates to how many people are visiting your website. Specifically, it indicates how many users have viewed a certain page. By drilling down to each individual blog post and seeing how many users are visiting them, you can see which types of content are working for your target audience and which types of content are not.
Your traffic sources refer to the sites from which your traffic is entering your blog. This might be from Google, through online search; Facebook, through shared links to your blog; or via other sites which have included links to your blog.
Your traffic source insights are particularly important because they can inform your strategy around promoting your blog. If most of your traffic is coming from Google search, you can focus on SEO to further increase your search traffic and drive more users into your sales funnel. If it’s through Facebook, you can tweak your social media strategy to drive even more people from Facebook to your blog. This insight can also show you which of your channels might need a little extra nurturing to improve traffic flow.
Bounce rate refers to the percentage of visitors on your blog who exit after only viewing one page. A high bounce rate can be attributed to many different things but typically it suggests the content on the page was not relevant or engaging enough for the user. Perhaps your blog didn’t provide the answers your user was searching for so they navigated back to their search, or perhaps there was nothing driving your user to navigate to another page on your website.
If you’re using your blog as a lead generator, you’ll want to achieve a low bounce rate. A low bounce rate indicates that people are navigating through your website rather than away from it. To attract more leads and lower your bounce rate, it’s important to use your blog posts to take your user on a journey. Providing a clear call-to-action on your blog posts will encourage users to perform a desirable action on your website instead of navigate away from it.
Average session duration
This refers to the duration of time a user spends on your blog during one session. A longer session duration might mean that people are reading through and engaging with your content, while a lower average session duration may indicate that people are leaving your blog instead of reading your content.
Average time on page
Like average session duration, average time on page relates to the length of time users spend on your website. While average session duration provides a topline insight into user session duration, average time on page shows you the average time that is spent on a particular page. This insight is particularly useful in measuring the engagement of your blog posts. A longer average session duration is likely to mean that people are reading through your content.
If you would like help improving or managing your blog content, contact Green Door Co today.