O'Reilly logo

Google Analytics™ Third Edition by Mary E. Tyler, Joe Teixeira, Jerri L. Ledford

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

Chapter 17. Content Overview

One of the most important elements of any web site is the content on that site. And content optimization is no easy task. It requires an understanding of what content draws users and how they interact with that content.

To truly understand how content optimization affects your site, you need some metrics to tell you how each aspect of the content performs. How does the content on your web site affect your traffic patterns? Does it lead users to the site? Does it drive users to make a purchase, sign up for a newsletter, or fill out a form that you have on the site? Is there content on your site that performs better than you expect it to?

These are all questions the reports in this section can answer. The content on your site—the content users land on when they arrive—plays a big role in how long users stay and how much deeper into the site they go.

If you have an e-commerce site, there might be a natural driver that pushes users deeper. Maybe users come to your site because you have a great price on laptop computers. But how is your content going to direct users once they land there? If you do the content well, you might be able to drive additional sales or create return users.

The only way you're going to know if your content is done well is to analyze the metrics associated with how users use your site. The reports in this section will show you exactly that. What you do with that information determines just how useful it is for you.

Determining the Value ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required