With such a large see of data, it is easy to drown. This guide features a few of my favorite metrics to use when analyzing my content audits. My hope is that this guide will become a favorite source for you.
The content analysis is the heart and soul of the Content Strategy, ensuring it is well-informed by giving us insight into where we need to focus our efforts. The goal is to gather data to perform a thorough analysis of all the content in an experience, helping us determine if digital content is relevant, both to customer needs and to the goals of the business.
What data do I need to analyze my content?
This is a great question! And it's one that I am most often asked. Data comes from many different tools and sources, depending on the types of data you're gathering. I like to aggregate both qualitative and quantitative data sources to shape my analysis.
What is qualitative data?
Qualitative data describes qualities or characteristics. It is usually collected by conducting research using questionnaires, conducting interviews, observations, and frequently appears in narrative form. For example, it could be notes taken during a live interview with a customer, or responses from an open-ended questionnaire.
What is quantitative data?
Voice of the Customer (VoC)
I prefer to start with the voice of the customer, a process used to capture the requirements/feedback from the user. It gives us insights into the customer sentiment (what customers are perceiving and saying) about the experience I'm going to audit.
Customer Satisfaction (CSAT)
CSAT is a key performance indicator for any CX organization. It is a measurement that tracks how satisfied customers are with your products and/or services by asking users, "How would you rate your overall satisfaction with the [goods/service] you received?" Respondents use the following 1 to 5 scale.
Net Promoter Score (NPS)
Customer Effort Score (CES)
Other surveys
I don't rely solely on VoC data. Although it tells you what the customers perceive, it doesn't tell you why. This is where engagement data comes in.
Engagement metrics/data
Engagement data is quantitative metrics used to track the frequency of user interaction (what users are actually doing?) with your digital content.
Key metrics & what they can tell us about our content
Number of sessions
Tells us the number of times a user visits the website within a given timeframe, such as day, week, or month.
Pages viewed
Impressions
Click through rate
Bounce rate
Conversion rate
Task success
Clicks
Pages viewed per session
Average time on site/page
Median return count
Scroll rate
Abandoned cart
Search Engine Optimization (SEO) data
SEO data is data related to traffic, impressions, page rank, and other topics directly linked to SEO.
Organic search/organic traffic
Tells us if users are searching organically for your content, or is most of the traffic coming from campaigns or paid search?
Google's "People also ask"
Google's "Quick answers"
Referring domain
Summarize key findings from the audit and elevate the summary by providing high-level recommendations you can refine later.
What are the common issues that bubbled up?
What patterns do you see surfacing?
How did it impact the customer?
Is there a theme?
Now you are armed to create a content strategy brief backed by data! Make sure to reference your findings as you provide specific recommendations on where to make improvement the experience.
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