With so many tools available to measure your content’s analytics, knowing what to use is difficult. Your client management system (CMS) might offer the necessary basic numbers. However, you should enlist tools that allow insight into how your visitors interact with your content. Here are three of our favorites:
- Google Analytics. This isn’t new. If you haven’t used it, chances are that you’ve heard of it. It links directly with your website and allows you to track metrics, such as conversion rate, unique visitors, time on site, where your visitors come from and more. It’s important to know how people are engaging with your site so you can assess whether you’re getting a return on your marketing dollars. Our friends at Moz, the SEO mecca, also have a great Beginner’s Guide to Google Analytics.
- CrazyEgg. This allows you to build heat maps to see where visitors are clicking on your site. It can help you increase conversion. For example, if visitors aren’t engaging with your video, maybe they don’t realize that it’s a video. In this case, a heat map would show you that visitors are not clicking on it, and you could make adjustments such as overlaying a play button.
- UserTesting.com. Last but not least is this digital version of a focus group. You can choose “testers” within your target demographic and assign them tasks to see how they interact with your pages and content. As testers, their interaction with your site is recorded for you to watch.
If you’re not using analytics to measure your content’s success, start with the basics. It’s easy to become overwhelmed by all available tools and features, but remember that your bottom line as a marketer is to increase conversion. In turn, that will increase your organization’s bottom line!