Learn What's Working On Your Site: Web Analytics Fundamentals

If you’ve been following our Web Analytics Fundamentals series for the last week or so, you’ve learned some analytics basics, how to track traffic, the importance of segmentation, and easy ways to measure conversion.

Today we’re going to look at another big piece of the puzzle: evaluating what’s working on your site. Again, in keeping with the “quick ‘n’ dirty” focus of this series, we’re going to look at just one report. As ever, you can contact me if you’re interested in exploring this in more detail for your site.

What I’m about to show you is a piece of cake in Google Analytics, though you can easily accomplish the same thing using any tool.

First, pull up whichever report shows you the most visited pages on your site. In GA, that’s going to be under Content > Site Content &gt. Pages. Next change the View from Data to Comparison, as you can see in this screenshot:

Then, select Unique Pageviews and Bounce Rate from the drop-downs above the data to display a comparison of the most viewed pages and their bounce rate relative to your site average, like this:

As seen in the example, three of the six most visited pages on this site also have a bounce rate that’s higher than average. Follow our steps to fix your bounce rate on the pages that “light up” your comparison report and watch your business grow, simple as that.

Like this post? Don’t forget to check out the rest of our Web Analytics Fundamentals series here.

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