Analysis of the performance of the Blogs

A series of blogs about Big Data were published where the impact of the Data to the marketing strategy of the organizations was highlighted. In order to know whether the blogs are successful the traffic from the site from 19th of January to 25th of February 2020 was analyzed in Google Analytics. The reports will allow to see what is happening on the site, uncover trends, drill down into visitors’ demographics and behavior patterns to understand our audience better (Neilpatel, no date).

Google Analytics is one of the best platforms for measuring blogs success. Below the main analytic reports which shows site performance and visitors engagements.

Report #1: Real-time

Real-time data helps in monitoring traffic and immediately reacting to content and promotion opportunities. Moreover, issues with referrer spam and bad URLs can be identified from this report.


Report #2: Site Speed

This report helps in monitoring overall performance of our site and keep page load low. As we can see from the report that load page time for all blogs are around 2-3 seconds with the average page load time 2.11 sec that is good.


Report #3: Audience overview

The report shows overall user details who visiting the website. For example, the bar chart illustrates that the website users are mostly new visitors. The bounce rate is higher than average which indicates that some of the content need improvements (more details can be found in the Report #6).


The majority of site visitors come from Ireland, namely from Dublin.


The User Flow report breaks down how people from each country interact with the blogs. For instance, it shows that the main landing page for people from Cyprus is blog #1 and only then they continue browsing other content on the site.



Report #4: Acquisition overview

The report shows an overview of the sources that send the most amount of traffic to the website. For instance, the top channel is Direct which generates most traffic. However, Social channel has the lowest Bounce Rate.


In order to see the trends in traffic acquisition period-on-period comparison has been performed: 20 Jan – 2 Feb 2020 against 3 Feb – 16 Feb 2020. It revealed that traffic from Social and Referral channels has dropped.


Report #5: Acquisition - Channels

The report helps to determine the quality of the traffic with drill down into detailed statistics of a particular channel grouped by country.




In order to get more detailed performance metrics comparison to site average report has been executed.




Report #6: Behavior overview

This section gives information about core stats when it comes to page views, time on pages and detailed list of visited pages. Based on these data it helps to understand which blog is the most popular blog and which need improvements.


Report #7: Behavior – Site Content

This section shows the performance of content, how the visitors engage with pages content performs best on the website.



Conclusion

Google Analytics remains a free highly relevant solution for managing the analytics of the website. Based on the received results the blog with highest performance is “What is Big Data” with 145 Page Views, but Average Time on Page seems low. To increase time on page the post should include more relevant photos, infographics, charts, and interactive elements which can drive better user engagement. The worst performing blog is “     
Benefits and Challenges of using Customer Data for marketing” with 41 Page Views. To raise page views of this blog keywords, title tags and headers optimization as well as effective social media promotions and email marketing have to be executed (Abbamonte, 2019).  


References:

Neilpatel (no date) “7 Google Analytics Reports That Show How Your Blog is Really Performing”. Available at https://neilpatel.com/blog/google-analytics-for-bloggers/ (Accessed: 25 February 2020).

Kiera Abbamonte (2019) “21 Ways to Improve the Average Time on Page for Your Blog Posts”. Available at https://databox.com/improve-average-time-on-page (Accessed: 25 February 2020).












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