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Use Metrics to Improve Your Enterprise Website’s Content Performance

Joe Genovese
September 2, 2020

When it comes to refining and improving your enterprise website content, it’s not always about the words. A lot of the times it’s about the numbers. Specifically, the metrics you can use to make your website into a lead-generating, client-supporting machine. You can use various metrics to determine how to:

  • Drive more traffic to your website
  • Push more content through your site
  • Get more awareness from your site and ultimately more business
  • Scale the site for better performance

Here’s how to use metrics to improve the performance of your enterprise website content

Determining how your content resonates 

Getting more people to click on your site and allowing more content to be consumed spreads your marketing message to more people driving more business  However, how do we go about this? Driving more traffic needs some insight into your existing content, personas, and the ability to measure and review based on some metrics.  

Simply linking to more and more information will cause your traffic to become confused or even leave the site altogether.  To avoid this fate, our content needs to be the correct content to the right persona at the right time. This can be return traffic or new traffic. 

How do we determine where, what, when, and who? Products like Google Analytics and Sitefinity Insight can both help you with this task. These tools can help us determine the bounce rate. The bounce rate is extremely important to determine how effective your site. The bounce rate is when a user visits your site and leaves quickly after only looking at one page. If they leave after one page, chances are the content did not resonate with that persona. Analytics will also help you determine which content was effective and which content is not, by measuring conversions.

You can also determine the behavior of your visitors; which content did the user interact with and which content did they skip over. Google Analytics and Sitefinity Insight will also allow you to see this data not on a one-time basis which can be misleading, but over time and trending this data to give you a more concise picture.

Top Content metric screenshot

Google Analytics will also reveal which keywords were used to search for your site, allowing you to capitalize on your marketing spend. 

Each of these factors is important but remember, there is no single metric that will tell you everything, but a combination of these metrics will give you a picture that will allow you to fine-tune your content and focus.

Determining if your traffic is referred by another site or a search engine is important as well or maybe this is a return inquiry with your direct site address. Knowing as much as possible about the person behind the connection is key to serving up the proper content at the right time.  

A/B Testing

Optimizing the digital experience on your site and making marketing decisions, based on solid data are key catchphrases employed when talking about converting visitors on your site to something more than visitors. You may want your visitors to submit a form on a campaign landing page so that you acquire contact information. Or, perhaps it’s important that visitors navigate to a specific page to download your price list, and so on.

Landing page metrics screenshot

So, how do you know whether your landing page or new call-to-action button design are going to do the job and convert contacts? To shift your marketing strategy efforts from assumption to knowledge, you can run A/B tests to experiment with variations of the original page to measure which variation performs better in terms of making visitors complete the desired goal. 

Page variations are displayed to visitors at random at traffic distribution that you set for a specific duration. Next, you explore performance results and statistical analysis for the effect of the change, based on which you decide which variation is your winner that optimizes the page to the desired outcome. You can experiment with almost any part of your page—forms, layout, the position of page elements, content elements, call to action, images, and so on. Thus, with A/B tests you validate and refine your marketing strategy. This example below is from HubSpot:

Every marketer will have to build a landing page at some point. But building a landing page that'll convert is hard.

Groove experienced that first-hand when the company learned one of its landing pages was only converting at 2.3%.

However, Groove wasn't sure why the page wasn't converting. To figure it out, its team went on a journey. They looked up resources and talked to marketing experts to figure out why their site wasn't working.

That's when the company learned that the messaging was all wrong. To figure out how to appeal to its customers, Groove decided to reach out and actually talk to real users.

Then, when the team rebuilt their landing page, they focused on copy first and design second. Only when the copy was completely finished and approved did they start the visual aspect of designing.

Overall, the tweaks to messaging ultimately doubled their conversions to 4.7%.

Groove message screenshot

A/B Testing will allow you to make more effective sites.

Clearly the need to have some analytical insight regarding your CMS is important.  Google Analytics and Sitefinity Insight are a few of the better tools out there.  For A/B Testing, it comes out of the box with Sitefinity so you can take advantage of that right away if you have Sitefinity. 

InGen would be happy to go through these with your company to make your site more effective. Or get a free site assessment today to get actionable insights.

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