Visitor Data speaks. Are you listening?

Visitor Data speaks. Are you listening?


Understand analytics and you understand customer interests

It’s hard to make sense out of a single customer visit. But as the numbers increase, patterns are visible – and studying them gives you an idea of customer interests as well as insights.

However, it’s not a book. It’s a moving stream that changes over weeks and months. The discipline is to observe on a regular basis. Then changes become evident.

The stars in the sky were how humans in early civilizations navigated. They scanned the heavens and found the prominent points. They were able to anchor them to reach new destinations. Can you imagine a time when there were no instruments or GPS to set sail? It seems like a foolhardy undertaking. But it was the way we explored the earth and made out the contours of countries.

Analytics is not like day trading


You won’t see changes every day. So, there’s no point in going to the dashboard and checking what happened. Keep generating content consistently. Manage it with CMS Hub by serving different content on different visits from customers.

If you work out a schedule once every quarter to see what happened, a picture will emerge. 90 days is long enough to see what topics and clusters of content attracted customers. And whether time on the site increased. Even without comments and ‘engagement’ as it is known, the time spent reading a post, or watching a video or podcast is your sharpest indicator of interest.

Don’t obsess about traffic and keywords alone. The real insights are hiding between the primary indicators – and that’s where attention should be focused. Are a large percentage of people visiting only once? Then, it’s fairly clear that content needs to deliver enough value to ensure repeat visits or they aren’t the core audience around whom you can build a relationship over time. Finding out the difference is essential.

Why do you need topic clusters?


The way content is structured on the site simplifies navigation. Think of the core aspects of your product – what the main benefits are and the supplemental benefits. Begin to build them out like the branches of a tree.

If content is created without a structure, it won’t be indexed in the right way by search engines – and that leads to people not finding what they are looking for.

CMS Hub helps you build content structure and the interlinking connections as well. It’s not that it is difficult to do, just that you need a clear path and stay on it with respect to content creation.

Topic cluster bunch related articles together, so CMS Hub can make the right suggestions for people to consider reading or watching something else on your site. And the deeper they go, the more trust is built. Keep giving reasons for people to come back and slowly but steadily, trust and authority is built over time.

Go deep into analytics to understand the nuances


When you do a quarterly review, you can begin with the basics but then drill down to see what has been happening on the site. Which topics and articles got the most visits? Where did customers spend time or share articles? Those are definite indicators of interest and depth.

Lead generation is a definite objective. But it works best when visitors aren’t pestered to provide details on every page - much like the shop assistant who wanders around while you’re browsing inside the shop asking if they can help. That’s a nuisance, not help. Give visitors the space to explore and make their own conclusions.

When you achieve a certain level of trust, the lead forms will be filled in greater numbers. It needs to be convenient, not intrusive.

A healthy sign that content is valuable is the time spent on site and the number of articles a visitor goes through during a visit.

HubSpot enables the assessment of topic clusters separately, to see which of them have had the most visits and engagement. This happens after you build a portfolio of content across topics and assess what customers seek out.

Then, you can track which of the articles in those clusters led to customer sign-ups or forms being filled. This works to show you the customer journey within your website. Not just the pages and articles that got the maximum traction but what led to actions.

Over time, if the pattern is established, you can arrive at the articles that convert the best over time. This is also the direction along which the overall content is best developed for the future because a large number of visitors have, in a sense, voted for it.

For a deeper understanding of the analytics on Hubspot:



About The Author

Venu Gopal Nair
Venu Gopal Nair

Advertising and Branding Specialist, CEO - Ideascape Communications, A professional journey through the tumultuous years of advertising and communication, starting in 1984. Started out in the age of print, saw the changes with the entry of satellite TV and the momentous transition to digital. Advertising and branding today is vastly different from its practices in the 20th century and the last two decades have seen dramatic changes with smartphone domination. As a Creative Director turned CEO, making the transition personally and professionally has been a tremendous experience.

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