It is not enough for bloggers to post content. It is more important for them to understand how that content is being received. This is where Google Analytics can be the best friend of bloggers. It tells them where they are going wrong.
The above graphic has been taken from the home page of Google Analytics. If you study this graphic closely, you will realize that this blog needs to tweak its content if it has to prosper.
There are four things that the graphic tells you:
# 1. The blog suffers from a high bounce rate.
Four out of five visitors do not go beyond the landing page. They simply exit the site. The reason can be that the page content disappoints the visitors; there are no internal headline links on the page that encourages the visitors to open another page. It is also possible that the visitors find it difficult to navigate the page. Whatever the reason, the blog has a problem. It cannot hold on to the visitors.
# 2. High percentage of new visits
The blog lacks loyal traffic. This is evident from the fact that 87.90% visitors are new. The loyal visitors work out to a dismal one out of eight. Clearly, the blog lacks stickiness. It needs to relook at its content if it wants to improve user engagement.
# 3. Low average visit duration
Even the returning visitor is in a hurry to exit the blog. The average time spent by a visitor on the site is 1.32 minutes. This is not enough. It again brings out the need that there is something wrong with the blog content.
# 4. Low page views per visitor
This is yet another metric that screams of blog sickness. A healthy blog averages 3.5 pages per visitor while this blog averages 1.6 pages per visit.
Ironically, this blog is getting traffic. There were a total of 858 new visitors that were referred to this blog. The referrals may be from search engines or social media or from ad clicks. They will become meaningless if the blogger does not tweak the content strategy.
Leave a Reply