Simple changes in the title or in the offer or in the placement of similar articles etc. can drastically change the performance of that piece.
Here’s how to measure your content.
If you know and love Google Analytics, use that. Clicky, for many, is easier to understand and work with. It provides you with a simple tracking code that you add to your website. Be sure to add it so that it loads on every page. For the focus on this blog topic, we will stick to content that is only on your website, not syndicated content. We can cover that later.
I’m using Co-Schedule to Create, Monitor and Publish my Content!
2.) Learn the Gauges
Once you understand the gauges, you will be able to track the performance of your site overall, and then specific pages and how they compare with the rest of your site.
Here are the key performance metrics:
Visitors to site and Unique Visitors
Actions – (measures people who click, comment, download etc)
Bounce Rate – Measures when people find your website then leave without taking action
Time on Site – How long someone stayed on your site
3.) Set your Site Performance Metrics and Goals
Create a Spreadsheet and log where you are currently. If you have had your Clicky code installed for a while, you can track back 30 days, 60 days and so on. I suggest pulling a 30 day average to measure your existing stats. If you haven’t had it that long, pull what you have. What we are doing is setting a bar to improve from and to measure specific content against. This also will give you a clear indicator of whether or not your site is growing and performing well. You don’t really need a spreadsheet as Clicky monitors this for you. I like a spreadsheet so that I’m held accountable to CERTAIN measures. It’s like writing a goal out.
Now, you have an average of how well your site overall performs.
4.) Locate your Top Performing Content Pages to Begin Tracking
Begin with your top pages on your site. If you are using Clicky, click on CONTENT and sort back 28 days, 60 days etc. to see your most visited pages.
Sort highest traffic to lowest and begin there. This is your best performing content as far as TRAFFIC. Now, that could be because of how you promoted that page, or how it landed on the search engines, or that it’s just that good. You’ll have to determine that. Sometimes, we have great content on our sites that is never seen because we didn’t do a good enough job publishing it on social channels, or optimizing for the search engines.
Now, click on the top performing page and you will instantly be able to see how it performs against the rest of your website.
The differences will show in Green and Red. Green means your content is performing better than site average and Red means worse than site average. For Content, I’m measuring for:
and now comes in the big one….
5.) Measure for LEADS
This is the part where most agents don’t have the ability to truly drill down. Hopefully, lead capture platforms will become more advanced and give us more data. Unfortunately, most places where you lead comes from, do not properly track original source or original page. Clicky helps solves this. When a lead comes in, we receive an [AnythingPopup id=”10″].
This gives us a start to track that lead if our lead funnel hasn’t already done that for us. We can then click on Visitors in Clicky, Then Add a Filter and then IP address to enter the IP address.
On the next screen, we will see the life of that IP address. It will show us origination source where possible. You’ll see Google, Bing, Yahoo, Facebook and so forth. This only works where you have installed your Clicky Codes on your content pages.
You’ll be able to see the location of that computer (not the exact address), the platform they are using (mobile or desktop, windows or mac and so forth).
And then you can see exactly the path that visitor took while on your site including the ORIGINATING PAGE which is the most important.
That FIRST page is your content page that gets the credit for the activity and ROI.
As your leads come in, you’ll want to track the original source of the lead, and the content page they entered on. You can do this on a spreadsheet or whatever works for you.
We are using infusionsoft
and Parsey.com to create a lead funnel which allows us to set fields and tags that auto source our content pages and other metrics. Before we had the fancy tools, we worked manually as each lead came in and used a Google Docs Spreadsheet to monitor.
As your leads come in, you count total number of leads PER content page. Then, using the following formula, you’ll know how well each page converts visitors to a lead.
Total Leads / Total Visitors = Conversion rate % (visitor to lead conversion rate)
Now, as your closings/sales come in, you’ll want to log your (commission or sales amount) on a spreadsheet. That amount now becomes total sales PER content page. Once you have several of these, you can then add in your total expense to create content and subtract that from your income from content giving you an ROI per activity (blogging, community pages etc) and then to the direct page itself.
You now have the ability to hold your content accountable for results.
Total earnings per page – Content Cost = ROI per page.
Total earnings per activity – Total Cost per activity = ROI per activity
Total leads per source / Total closings per source = Leads to Close Ratio per source
Total Closings / Total Leads = Lead to Close Ratio