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 that the reports in this section can answer. The content on your site — the content users land on when they come to your site — 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 into your site. Maybe users come to your site because you have a great price on laptop computers. But how is the content on your site going to direct users once they land there? If done 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. And what you do with that information determines just how useful it is for you.
The Content Overview report, like all of the overviews that you’ve seen to this point, is an overall look at your different content metrics. The report, shown in Figure 21-1, gives you a quick glance at the number of page views, unique views, and bounce rate. There’s also information here on Top Content, which represents the ...