Understand your audience through their online behaviour

Without expert guidance, you can feel a little like Forrest Gump struggling in vain to understand the complexities of human behaviour.

In this article we’ll share our tips on how to make the most of analytics so you can make data-driven decisions.

Based on the results, you’ll be able to:

• improve your website
• improve user experience
• adapt your marketing strategies to your audience

Use segmentation for deeper insights

Segmentation means dividing your data to gain insights about different audience groups or content categories.

For example, you can see how your content is performing from the following perspectives:

• demographics – who is using the content
• geography – where they are
• referral sources – where they come from on their online journey
• user behaviour – what they do when they’re on your site

It’s all about spotting patterns and preferences so you can improve your content based on the results.

Conduct user journey analysis

Mapping out the content user journey on your website can really help with making the most of analytics. It’s not hard either.

Create a wireframe model showing the different pages to show how people will navigate across the site. Think about all of the following when you create your wireframe:

• where users will come from when they arrive on your site
• what pages they may land on
• how you will help users navigate to the information they need

Analyse how users interact with your content at different stages.

Looking at where they arrive on your site, how they navigate and where they exit will identify any areas for improvement. This will help you improve content distribution and user experience.

Use conversion tracking

Set up conversion tracking tools such as Hotjar or Kissmetrics. These measure how well your content creates a call to action.

Track and analyse conversions, such as:

• form submissions
• sign-ups
• downloads
• purchases

You can then tie them back to specific content pieces or campaigns. This’ll give you valuable insights into the return on investment (ROI) of your content strategy.

Include SEO insights

Analytics tools can help you understand how your content is performing in organic searches. Identify the keywords or search terms that are sending traffic to your content. Also, see where your content is ranked on search engine result pages (SERPs).

You can use these SEO insights to get more visibility and organic traffic for your content. Organic traffic from free sources such as Google Search is your best bet for attracting people to your site.

Monitor social media engagement

You should analyse your social media engagement metrics if you use social media channels to share content.

Monitoring likes, shares and comments will help you understand how your social media audience interacts with your content. You can then refine your content strategy for social media platforms based on the results.

Analyse your competitors

Keep an eye on your competitors’ content performance and engagement metrics.

Analyse their:

• strategies
• content formats – how they present content, for example as articles, multi-page guides or infographics
• distribution channels – where they make their content available
• audience engagement levels – how their audience is interacting with their content

Identify any opportunities for making your content unique so you can stay ahead of the competition.

Find out how to write a business case for user-centred design (UCD) at your organisation.

Find out more about how UCD can help your organisation

Book a time to find out how Llibertat can help you understand your users.

We’d be delighted to help you train your team and transform your content strategy.