Who is Reading your Content… Really Reading it?

There are so many tools to measure the number of clicks your website, your blog post, your Google Plus page, and your other content receives. Click through rates are definitely an indication of how your social media strategy is performing. The right sort of click through data can also point to the locations leading the most traffic in your direction. However, once those web surfers reach your page, are they really absorbing anything? In addition to measuring the click through rate, leading to your content, you should also be collecting data to answer a few additional and related questions:

  1. How far is the average visitor reading before leaving the content? Driving traffic to your content is the first step in successful online marketing. A strong click through rate indicates that you are doing well with the social strategy, but if your content isn’t presented well, is full of typos, or simply lacks the material that the visitor is seeking, then the majority of those clicks won’t convert to anything useful. Setting up scrolling points is a good way to determine how far the person read before leaving the page. Data should be collected when the page is loaded, and then multiple times as the person scrolls down through the content.
  2. Where does the customer go after leaving your content? Regardless of whether the average person reads the full article, half of it, or none at all before leaving, you should also attempt to determine where they go when they leave. Do they visit that single page of your website, or do they move between pages?
  3. Are your internal links doing what they are intended to do? Part of determining where the visitor goes, once landing at your content, is measuring the success of internal links. These should be scattered, here and there, throughout the text, but also in the side bars, menu list, and within the navigation bar.

With the right code on your website and blog, you can get a good impression of what the average customer is doing once he or she lands on your site. This data is a good way to gauge what aspects of your site are succeeding, and which will need further attention. Remember, a website should never be stagnant. You should constantly measure its effectiveness and make the necessary changes to ensure that it evolves with the intended audience.

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