The content analysis gives you a page-by-page analysis of each page in your website that received visitors during the month reported. (Pages that receive no visits are not included in the report.)
Remember, you’ll get two content analyses: one that shows all visits, and
one that shows only external visits.
The last three items above refer to our site-wide analytics goals. Currently, all of these goals are admissions-oriented: we count goal completions when visitors sign up for visits, download applications, request more information about a program, etc.
Each of these analytics goals is assigned a (mostly) arbitrary monetary value: $1 for an information request, $2 for a campus visit sign-up, and $3 for an application download. Those are the values used to calculate the per-visit value for each page.
Obviously, this whole system was designed for e-commerce, but assigning the monetary values to each goal allows you to more easily see which of your pages are contributing to admissions and which are not.
The content analysis report can suggest more specific actions than the site report:
Pageviews too low? Take a look at the page:
Assess the page’s content: Are you offering content that is of interest to your audience?
Assess the page’s findability: Can you tell what the content is from the title of the page? Remember that when visitors find your page on a search engine, the title of the page may be their only clue as to the content of the page. Is the page findable by browsing the site? Is it on the menu? (Every page should be on a menu.)
Average time on page low? Take a look at the page’s content:
Can you reasonably view all the content on the page within the average time? If not, visitors are leaving your page before they read it. You may want to update your content to make it more useful for your visitors.
Is the page more service oriented? Perhaps a lower time on the page is better. For instance, a low average time on page is just want we want for the A to Z Index. A high average time would indicate that visitors are having trouble finding what they want.
Lots of bounces? Try calculating the bounce rate for that page (bounces divided by pageviews). If it comes out to over 30 percent, take a look at the page and figure out why.
A bounce often means that someone came to your page, didn’t like it, and left. Take a look at the page in question: why would someone come here? How would the title of the page look in a search engine? What might a visitor be expecting that he or she would not find here?
A high bounce rate can sometimes mean that someone is using this page as their browser’s home page. So every time they surf the web, they load this page first, then go off somewhere else—and get counted as a bounce. Compare the bounce rate for the page in question on your “All Visits” and “External Only” reports. If the bounce rate is high internally, but low externally, someone may have your page set as their home page.
Percentage of new visits low?
For a recruitment page, this may indicate a problem. The advice above still applies: is your content of interest to your audience? Can they find it?
For a non-recruitment page—for instance, one meant to communicate with faculty or students—a low percentage of new views might be a sign that things are going well.
Goal completions/per visit value/goal conversion rates low?