Google Analytics :: Content Reports

It’s time to look at your listings Folksy sellers! How well are they performing?  There’s so much more to discover than just the number of views a listing receives. The content report is useful for discovering how visitors moved through your site, which page they arrived on, what they looked at and which page they exited your shop from. In this post we will show you how to use this information to make positive changes to your shop front and your promotional activity.

Top Content


Start your shop content analysis by clicking on the Top Content reports located over on the left hand side navigation. This first report page will show you very quickly which pages within your Folksy shop are performing best in a list format.  Remember to select a date range to analyse.  Maybe to begin with looking at your shops entire history (since you installed analytics) would be good, but later on you will want to analyse date ranges depending on promotions you have run, products you have listed or since you made certain changes to your shop front.  You can then begin to see whether your hard work is paying off.

You will quickly be able to see the following metrics – Pageviews, Unique Pageviews, Avg. Time on Page, Bounce Rate, % Exit.  We’ve discussed these in previous posts in this Google Analytic Series, take a look back over these for more detail.

Analysing individual pages

Now lets look at a particular page in your shop by clicking on the link to that page shown in the ‘top content’ list.  Alternatively you can use the filter at the bottom of the top content list and just add in the word or even the unique  item number if you have lots of similarly named items.  The item number can be found in the url address, for example the link may look like this –  http://www.folksy.com/items/861789-Small-Purse-?shop=yes .  If I put 861789 into the filter it will bring up my item, or I could just search ‘small purse’.

Analysing your Folksy shop sections

A very useful filter is to use the word ‘section’  this will bring up all of your folksy shop sections from which you can quickly analyse which product types are performing best.  What a great way to decide if a section needs to be renamed or perhaps to reorganise the order in which they appear rather than relying on guess work.  If you add a ‘sale’ section it’s a good way to see if the work you have done promoting it has paid off.  Remember to link directly to this section when promoting.  The link would look similar to this – http://www.folksy.com/shops/shopname?shop_section=sale, you can just click on the section and copy this directly from the url address bar.

Finding out more with Navigation and Landing Page Optimisation Analysis

The above is all very interesting information, but the next set of reports are where you can begin to see which of your listings are really drawing in visitors browsing your shop.  It’s almost as if you are looking over the shoulder of a visitor to your site and watching what they click and how interested they are in each listing or section.  These reports can be found on the left of the screen and also by using the drop down boxes along the top of the report.

1. Content Detail Dropdown

Navigation Summary  – Where were you before you came to this page and where did you go next?

This report will take the chosen page and break down the entrances and exits into percentages.   On the left side you have the percentage of people that entered via this page and beneath it those that came from another page within your shop.  On the right you have how many people exited via this page and beneath it how many continued on to another page within your shop.  A high exit rate may indicate that the page is not what the visitor expected or they weren’t interested in the content, or maybe you have an enticing link over to your blog or flickr on this page?

Entrance Paths

This shows you a breakdown of where people visited after they found ‘this page’.  You are shown ‘this page’, followed by the pages they visited afterwards.   If you click on one of the links in the central column you will then see where they went next after that.  This is great for analysing your shop’s home page and also the shop sections within your folksy shop.  You can see which listings are jumping out at a visitor and which listings are being ignored.

Entrances Sources

Hopefully you will have read the previous posts in this series and you will now know how important knowing where traffic has come from is. Often promotional activities are specific to a new item or listing so rather than looking at your whole shop look at just this listing.  Clicking on this report will show you where the traffic to this page came from, check the bounce rate to see if people are staying to look around your shop or just clicking away.  If a customer has a genuine interest in a product it’s likely they would click to see other items. This will help you to identify if links you have left to your item on sites such as facebook, twitter and forums have had much interest.  If it’s not looking good then it’s time to rethink your promotional activity, where, what and when!  Look at other items and see which tecniques have worked best for you.

Keywords

Once again we have looked at keyword reports, however when the keywords are relevant to a specific listing this gives you so much more detail. How are your descriptions and titles? If you are finding that the keywords either aren’t what you expected or are non existant then you may need to rewrite your descriptions and titles. (help – Referrals, links back to your folksy shop / Keywords SEO )

2. Choose the page drop down

No need to click the back button, using this quick dropdown to pick another page to analyse saves time.  There is also a search function so you can quickly skip to a listing by entering the title or item number.

3. Filter again dropdown!

There are so many useful ways to analyse page content  using this dropdown.  If your listing promotion involves, linking to facebook, promoting on Folksy and other forums and then perhaps tweeting then you can come to Google Analytics and see what’s working by investigating entrance sources to each page, keywords, visitor types and exit pages.  It’s not time wasted to do this kind of craft centric promotion as this trail of links back to your listing can really help to boost your items search engine ranking.

The more of your network that retweet, share or blog about your shop and listing the better.  It’s not preaching to the choir it’s asking the choir to deliver leaflets around the village!

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8 Comments

  • Reply January 17, 2011

    Sinny

    Thanks for this brilliant series! Another great walk through.

  • Reply January 17, 2011

    Caroline

    I installed Analytics about three weeks ago so this is really helpful. Thanks!

  • Reply January 17, 2011

    Ieva

    I absolutely love this. Thank you so much!

  • Reply January 17, 2011

    Sarah

    Very good info on a complicated subject. Thanks for using my picture too!

  • Reply January 17, 2011

    Hilary

    Thanks everyone – it’s been tricky not to write a book – there’s just so much to know about GA – more next week.

  • Reply January 17, 2011

    Shaz from Oddsox

    That’s not a bad idea Hilary – write a book & sell it on Folksy! Thanks for the info.

  • Reply January 17, 2011

    Nina from CoralReef

    Thanks for this i never looked into the content part before.

  • Reply January 17, 2011

    Hilary

    ha ha – it’s all for free here Shaz!

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