At Tandem Interactive, a south Florida digital marketing agency, we know that having traffic on your website is great, but it is important to understand where that traffic is going and if they are converting. Are people spending time looking at a specific product or service you’re offering? You may be wasting time creating content or adding resources to a part of your website that may not be producing valuable traffic.
Understanding where your website traffic is going can be valuable when focusing on lead generation and content building as well. If you understand what people use your business for the most, you know what they will be interested in learning more about and avoid throwing away resources on something that is not working.
Creating custom content groups is an important step for analytics to be able to report what the traffic is doing on your website. There are three ways to create individual content groups.
- Modify tracking codes on each page you want to group
- Extract pages with regex capture groups
- Create rules to include pages in a group
* For a detailed breakdown on the three ways to create content groups, visit Google support.
Once you create the content groups in the method that works best for you, you can start analyzing. But how do you best categorize your content? That depends on what kind of analysis you are looking to do. Let’s take a travel agency for example. On their website they likely have a section for trips people can purchase and a section of resources, travel guides, and suggestions for upcoming trips people can reference. Let’s say their site is categorized like the following:
- Summer Trips
- Cancun, Mexico
- Dominican Republic
- Winter Trips
- Vienna, Austria
- Summer Trip Guide
- Airline Guide
- Packing Guide
- Vaccine Guide
- Summer Trips
The agency may want to compare sales of summer trips to winter trips, or sales between Vienna, Austria, and Iceland. The agency may want to also compare how many people are using their site to purchase pre-planned trips versus utilizing their resources, such as packing guides, vaccine guides and more for their own personal trips.
When you create those specific content groups, you can prepare various comparisons of behavioral metrics like Pageviews and Bounce Rate. You can drill down the metrics as far as each page of that group.
Content grouping can be helpful for your business to learn more about what people are doing on your website. Talk to our south Florida digital marketing agency at Tandem Interactive to learn more about how to make your website traffic work for you!