Balancing your content marketing strategies with accurate measurements is important. Plus, you should analyze how engaging your content is. Engagement analytics is complicated but one of the most successful marketing tactics.
According to the expert from Semalt, Ivan Konovalov, more and more marketers allocate budget for continuous content marketing strategies and want to see excellent outcomes.
One of the weak points of content marketing campaigns is the interpretation of data. When the marketers underestimate or overreact to the analytics report, they are likely to face problems as it affects their future strategies to a great extent.
Problem#1: Too much returning traffic
If you see that there is much returning traffic and no new traffic, then you need to change your marketing strategies. Various marketers struggle to find a balance between returning and new traffic of their websites, but you should determine the value of all unique views as your site’s growth will depend on those views. The goals of your site should be dedicated readership, great leadership, and entertainment. Plus, you should try to get as much traffic as possible, without compromising on quality. Try to convert the visitors into happy customers.
Problem#2: Spammers and bots might skew your traffic
You should check the referral traffic on a regular basis. It is important to note that there are bad bots and good bots. The bad bots will skew your analytics data. There are chances that the ghost spam will affect your Google Analytics account and you will have to create filters to get rid of them. Ghost spam does not access your website. Instead, it sends fake views, and the bounce rate is 100%. One of the commonest mistakes is blocking the ghost spam from the .htaccess files. The filters will ensure that ghost spam doesn’t hit your website in future.
Problem#3: The unexplained dips in your numbers
Do you see some unexplained dips in your numbers? Before you panic about this situation, you should take measures and check the Google Analytics report for more accurate data. Some of the signups and visits of your website are likely to be false. To get an idea of how your numbers fluctuate, you should examine the period-over-period data and identify if the site is on the negative trend or a positive one. Make sure your marketing strategies are up to the mark, and no bot spam is involved in it.
Problem#4: High bounce rate
High bounce rate is one of the major problems marketers and webmasters have nowadays. It is never good for any website, but depending on why your site has been designed, the bounce rate doesn’t harm you a lot. Make sure you adopt the long-term marketing strategies, where the customers mean everything to you. You should adopt strategies to reduce your bounce rate. If your visitors hit some specific pages more than the others, you can leave those pages as such and change the settings of the rest. High bounce rate results from UX problems with your website.
Problem#5: Pages per session are lower than expected
Quality traffic to your site can increase your earnings in no time. But if your pages per session are lower than expected, you should take measures immediately. There are chances that your conversions will be affected. A high level of pages per visit shows how engaging your pages are and how your audience is surfing your content. The only solution to this problem is changing the theme and overall layout of your website. You should use proper, pyramidal structures for SEO purposes only.
Problem#6: Visitors don’t spend enough time on your website
If you are worried because the visitors don’t spend much time on your website, this could be the symptom you’re your readers don’t get anything engaging and informative. This is the time when you have to refer your audience back to your site by offering special discounts on sales. Plus, the content of your website should be engaging and useful. Leverage different types of media and upload videos, images, and quality articles on your website to appeal a large number of people.