A few weeks ago, I talked about the importance of reviewing and mining analytic data. This follow up article will look at the success and failures of the article from a purely analytical perspective.
Search Engines: We received one hit on the keywords: “using analytics data”. Checking out Google, we currently rank #2 on this term. This is a hollow victory, we are ranking well, but it doesn’t appear that people are searching for this topic.
Referring Sites: According to the data, 68% of the people who came to this page came from a social media referral (Facebook, Twitter, Plurk). This tells me that when we write an article, and share the link via social media channels, we drive additional traffic to the site.
Top Landing Pages: The good news is that the blog entry is the #3 entry page on our site.
Top Exit Pages: Approximately 53% of the people who landed on this page left the site. This tells me that people who read the article were not interested in additional content on the site.
So what does the data tell me?
Our site is being crawled and indexed by Google, unfortunately the ‘analytics’ subject is not driving many visitors to our site.
Our blogging strategy also includes distributing links via social media, which is working very effectively. This was measured by both referring sites and the fact the article is a top three ‘landing page’ to the site.
The article didn’t generate many leads to other portions of our site. This is telling me that in addition to discussing the importance of analytic data, I need to do a better job of communicating that we at TMA+Peritus use analytics as part of measuring the success of our on-line marketing services.
Understanding the data inspired me to write this follow up article, which should do two things: 1) Drive additional traffic to the original article, and 2) should expand our sites value on ‘analytic’ keywords.
Of course, you can bet I will use Analyics to measure this prediction.
