Get Better Content with Analytics and User Testing
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Get Better Content withAnalytics and User Testing
Mike PowersDirector of Electronic Communications
Indiana University of Pennsylvania
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About Me
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About Me• Director of Electronic Communications at
Indiana University of Pennsylvania
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About Me• Director of Electronic Communications at
Indiana University of Pennsylvania
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About Me• Director of Electronic Communications at
Indiana University of Pennsylvania
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About Me• Director of Electronic Communications at
Indiana University of Pennsylvania
• Taught web writing at Higher Ed Experts
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About Me• Director of Electronic Communications at
Indiana University of Pennsylvania
• Taught web writing at Higher Ed Experts
• Ph.D. in English
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About Me• Director of Electronic Communications at
Indiana University of Pennsylvania
• Taught web writing at Higher Ed Experts
• Ph.D. in English
• @mjpowers
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It’s almost over
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What happens to the excitement back at the office?
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How do your co-workers feel about content strategy?
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Big DataHTML5
Digital Natives
Mobil
eSocial Media
User Experience
ROI Best Practices
Infor
mat
ion A
rchit
ectu
re
Content Management System
Branding Analytics
Enterprise
The Cloud
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Big DataHTML5
Digital Natives
Mobil
eSocial Media
User Experience
ROI Best Practices
Infor
mat
ion A
rchit
ectu
re
Content Management System
Branding Analytics
Enterprise
The CloudContent Strategy
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How does your boss feel about content strategy?
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Higher Ed is becominga data-driven world
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You need to goquantitative
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quantitative(ish)You need to go
quantitative
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Analytics and user testing are for
everyone.
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“a data-driven life is “the sexiest digital “life you can imagine.”
—Avinash Kaushik
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You’re doing it wrong.
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Pageviews aren’t the goal.Your goal is the goal.
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Higher Ed Goals
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Higher Ed Goals
1. Get students
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Higher Ed Goals
1. Get students
2. Help students, faculty, alumni succeed
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Higher Ed Goals
1. Get students
2. Help students, faculty, alumni succeed
3. Get money to keep doing 1 and 2
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In content terms...
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Content...
Get students
Help students, faculty, alumni succeedGet money
• Appeals to H.S. students• Provides correct, useful information• Persuasive
• Helps students register, add/drop, etc.• Continues to market school• Gets audience’s attention
• Shows value of school• Gets donors through donation
process
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Once you know your goals, you can measure them
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Before you start, turn your goals into questions
Image by Cyberslayer http://www.flickr.com/photos/cyberslayer/
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Without goal-related questions, you won’t find
the answers you need
Image by Cyberslayer http://www.flickr.com/photos/cyberslayer/
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Some Questions• Can readers understand my content?
• Does this page encourage donations?
• Does this page encourage applications?
• What should this section of the site be named?
• What kinds of social content are most effective?
• What content on this page is getting the most attention?
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Sampling of Measures and Methods• User Test• Survey• Card Sort• Navigation Test• Heat Maps• A/B Test
• Readability Score• Sharing Metrics• Social Media Engagement• Pageviews• Bounce Rate• Avg. Time on Page• Page Value
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Sampling of Measures and Methods• User Test• Survey• Card Sort• Navigation Test• Heat Maps• A/B Test
• Readability Score• Sharing Metrics• Social Media Engagement• Pageviews• Bounce Rate• Avg. Time on Page• Page Value
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Five questions.Five ways to answer them.
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For answering and generating questions:
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Usability Test
For answering and generating questions:
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Photo source: http://www.flickr.com/photos/l-i-n-k/3654390818/
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Do a User Test First
• See people experiencing your content.
• Experience their pain and joy.
• Find some blindingly obvious stuff that you wish you had seen earlier.
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Advice for First-Timers• Just do three tests. (Use Jacob Nielsen’s useit.com
to convince colleagues)
• Write tasks that center on your goals.
• Who you get to do the test matters less than you think. But—choose a reasonable audience to help colleagues accept your results.
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Advice for First-Timers• Just do three tests. (Use Jacob Nielsen’s useit.com
to convince colleagues)
• Write tasks that center on your goals.
• Who you get to do the test matters less than you think. But—choose a reasonable audience to help colleagues accept your results.
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Advice for First-Timers• Just do three tests. (Use Jacob Nielsen’s useit.com
to convince colleagues)
• Write tasks that center on your goals.
• Who you get to do the test matters less than you think. But—choose a reasonable audience to help colleagues accept your results.
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Can readers understand my content?
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Readability
Can readers understand my content?
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Readability scores measure how easy to read a text is.
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Now we are engaged in a great civil war, testing whether that nation, or any nation so conceived and so dedicated, can long endure. We are met on a great battlefield of that war. We have come to dedicate a portion of that field, as a final resting place for those who here gave their lives that that nation might live. It is altogether fitting and proper that we should do this.
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4 sentences72 words90 syllables
Now we are engaged in a great civil war, testing whether that nation, or any nation so conceived and so dedicated, can long endure. We are met on a great battlefield of that war. We have come to dedicate a portion of that field, as a final resting place for those who here gave their lives that that nation might live. It is altogether fitting and proper that we should do this.
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Flesch Kincaid Grade Level Formula
0.39 × (words ÷ sentences)
+ 11.8 × (syllables ÷ words)
− 15.59
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read-able.com
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read-able.com
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read-able.com
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Now we are engaged in a great civil war, testing whether that nation, or any nation so conceived and so dedicated, can long endure. We are met on a great battlefield of that war. We have come to dedicate a portion of that field, as a final resting place for those who here gave their lives that that nation might live. It is altogether fitting and proper that we should do this.
Flesch-Kincaid Grade Level: 6.2
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Our undergraduate and graduate classes are designed to offer future journalists—and private and public sector leaders who will interact with them—a thorough understanding of the role of the press in the policy making process. Through instruction and internships, students learn about the principles and the practice of journalism, while mastering the broader background of studies in public policy, politics, economics, history and other liberal arts.
2 sentences67 words113 syllables
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Our undergraduate and graduate classes are designed to offer future journalists—and private and public sector leaders who will interact with them—a thorough understanding of the role of the press in the policy making process. Through instruction and internships, students learn about the principles and the practice of journalism, while mastering the broader background of studies in public policy, politics, economics, history and other liberal arts.
2 sentences67 words113 syllables
Grade Level: 17.4
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Our undergraduate and graduate classes are designed to offer future journalists—and private and public sector leaders who will interact with them—a thorough understanding of the role of the press in the policy making process. Through instruction and internships, students learn about the principles and the practice of journalism, while mastering the broader background of studies in public policy, politics, economics, history and other liberal arts.
2 sentences67 words113 syllables
Grade Level: 17.4
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Our undergraduate and graduate classes are designed to offer future journalists—and private and public sector leaders who will interact with them—a thorough understanding of the role of the press in the policy making process. Through instruction and internships, students learn about the principles and the practice of journalism, while mastering the broader background of studies in public policy, politics, economics, history and other liberal arts.
2 sentences67 words113 syllables
Grade Level: 17.4
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We don’t need elevators.We’re only going to put athletes in this dorm.
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• Makes web reading easier, even for highly skilled readers
• Readers read more, understand more
• Readable content gets shared more often
Why care about readability?
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Solutions for poor readability
• Shorter words
• Shorter sentences
• Less passive voice
• Less jargon
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A LITTLE BIT OF A TUMBLER.
A shining indication of yellow consists in there having been more of the same color than could have been expected when all four were bought. This was the hope which made the six and seven have no use for any more places and this necessarily spread into nothing. Spread into nothing.
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A LITTLE BIT OF A TUMBLER.
A shining indication of yellow consists in there having been more of the same color than could have been expected when all four were bought. This was the hope which made the six and seven have no use for any more places and this necessarily spread into nothing. Spread into nothing.
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“Data is your eyes, “not your brain.”
—Colleen Jones
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Does this page encourage donations?
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Bounce Rate
Does this page encourage donations?
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A bounce is a one-page visit.
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The bounce rate is the % of visits to that page
that bounce.
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36 entrances ÷ 23 bounces =63.89% bounce rate
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What does it mean?
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“I came,“I saw,“I puked.”
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So a lower bounce rate is better
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So a lower bounce rate is better
Except when it’s not
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So a lower bounce rate is better
Except when it’s not
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Solutions for a high bounce rate• Is there an audience that hits this page
with the wrong expectations?
• Are there useful links on the page? Anyplace to go?
• Does the content actually interest people?
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Solutions for a high bounce rate• Is there an audience that hits this page
with the wrong expectations?
• Are there useful links on the page? Anyplace to go?
• Does the content actually interest people?
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Solutions for a high bounce rate• Is there an audience that hits this page
with the wrong expectations?
• Are there useful links on the page? Anyplace to go?
• Does the content actually interest people?
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Solutions for a high bounce rate• Is there an audience that hits this page
with the wrong expectations?
• Are there useful links on the page? Anyplace to go?
• Does the content actually interest people?
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Solutions for a high bounce rate• Make it shorter
• Improve readability
• Make it more useful
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Analytics Tip #1:For content strategists,
pageviews do and don’t matter
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Pageviews: how many times a page has been loaded into a browser.
![Page 90: Get Better Content with Analytics and User Testing](https://reader035.fdocuments.in/reader035/viewer/2022062614/546d5cb3af7959ea108b61ee/html5/thumbnails/90.jpg)
Why not hits?
• A hit is the download of a single file
• 1 page = 10, 20, 30 or more files
![Page 91: Get Better Content with Analytics and User Testing](https://reader035.fdocuments.in/reader035/viewer/2022062614/546d5cb3af7959ea108b61ee/html5/thumbnails/91.jpg)
One thing about pageviews...
![Page 92: Get Better Content with Analytics and User Testing](https://reader035.fdocuments.in/reader035/viewer/2022062614/546d5cb3af7959ea108b61ee/html5/thumbnails/92.jpg)
One thing about pageviews...
![Page 93: Get Better Content with Analytics and User Testing](https://reader035.fdocuments.in/reader035/viewer/2022062614/546d5cb3af7959ea108b61ee/html5/thumbnails/93.jpg)
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$50 Million
Average Net Worth in This Elevator
![Page 96: Get Better Content with Analytics and User Testing](https://reader035.fdocuments.in/reader035/viewer/2022062614/546d5cb3af7959ea108b61ee/html5/thumbnails/96.jpg)
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If pageviews are low, other scores may not mean much
![Page 100: Get Better Content with Analytics and User Testing](https://reader035.fdocuments.in/reader035/viewer/2022062614/546d5cb3af7959ea108b61ee/html5/thumbnails/100.jpg)
Does this page encourage applications?
![Page 101: Get Better Content with Analytics and User Testing](https://reader035.fdocuments.in/reader035/viewer/2022062614/546d5cb3af7959ea108b61ee/html5/thumbnails/101.jpg)
Page Value
Does this page encourage applications?
![Page 102: Get Better Content with Analytics and User Testing](https://reader035.fdocuments.in/reader035/viewer/2022062614/546d5cb3af7959ea108b61ee/html5/thumbnails/102.jpg)
To use page value, first set up monetary goals in Google Analytics
![Page 103: Get Better Content with Analytics and User Testing](https://reader035.fdocuments.in/reader035/viewer/2022062614/546d5cb3af7959ea108b61ee/html5/thumbnails/103.jpg)
Higher ed goals1. Get students
2. Help students, faculty, and alumni succeed
3. Get donations to keep doing 1. and 2.
![Page 104: Get Better Content with Analytics and User Testing](https://reader035.fdocuments.in/reader035/viewer/2022062614/546d5cb3af7959ea108b61ee/html5/thumbnails/104.jpg)
Higher ed goals1. Get students
2. Help students, faculty, and alumni succeed
3. Get donations to keep doing 1. and 2.$
![Page 105: Get Better Content with Analytics and User Testing](https://reader035.fdocuments.in/reader035/viewer/2022062614/546d5cb3af7959ea108b61ee/html5/thumbnails/105.jpg)
GA allows these as goals
• Getting to a page
• Clicking on something
• Seeing a certain number of pages
• Staying a certain number of minutes
![Page 106: Get Better Content with Analytics and User Testing](https://reader035.fdocuments.in/reader035/viewer/2022062614/546d5cb3af7959ea108b61ee/html5/thumbnails/106.jpg)
Set up goals in Google Analytics
Donation [donation value]
Application $???
Visit registration $???
![Page 107: Get Better Content with Analytics and User Testing](https://reader035.fdocuments.in/reader035/viewer/2022062614/546d5cb3af7959ea108b61ee/html5/thumbnails/107.jpg)
Set up goals in Google Analytics
Donation [donation value]
Application $200
Visit registration $100
![Page 108: Get Better Content with Analytics and User Testing](https://reader035.fdocuments.in/reader035/viewer/2022062614/546d5cb3af7959ea108b61ee/html5/thumbnails/108.jpg)
Set up goals in Google Analytics
Donation [donation value]
Application $2,000
Visit registration $1,000
![Page 109: Get Better Content with Analytics and User Testing](https://reader035.fdocuments.in/reader035/viewer/2022062614/546d5cb3af7959ea108b61ee/html5/thumbnails/109.jpg)
Page value is...
Value of any “transactions” that happen
after a visit to this page
÷
Number of unique
pageviews for this page
![Page 110: Get Better Content with Analytics and User Testing](https://reader035.fdocuments.in/reader035/viewer/2022062614/546d5cb3af7959ea108b61ee/html5/thumbnails/110.jpg)
Home Page Admissions B.S. in Math
Visit CampusVisit Sign-Up
FormThanks for Registering
![Page 111: Get Better Content with Analytics and User Testing](https://reader035.fdocuments.in/reader035/viewer/2022062614/546d5cb3af7959ea108b61ee/html5/thumbnails/111.jpg)
Home Page Admissions B.S. in Math
Visit CampusVisit Sign-Up
FormThanks for Registering
$100
![Page 112: Get Better Content with Analytics and User Testing](https://reader035.fdocuments.in/reader035/viewer/2022062614/546d5cb3af7959ea108b61ee/html5/thumbnails/112.jpg)
Home Page Admissions B.S. in Math
Visit CampusVisit Sign-Up
FormThanks for Registering
$100$20$20
$20$20$20
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Solutions for low page value
• Is this page related to a goal?
• Shorter, more readable, include calls to action
• Usability test
• Content experiment (A/B test)
![Page 116: Get Better Content with Analytics and User Testing](https://reader035.fdocuments.in/reader035/viewer/2022062614/546d5cb3af7959ea108b61ee/html5/thumbnails/116.jpg)
Analytics Tip #2:What’s a good score? It depends.
![Page 117: Get Better Content with Analytics and User Testing](https://reader035.fdocuments.in/reader035/viewer/2022062614/546d5cb3af7959ea108b61ee/html5/thumbnails/117.jpg)
Grade me! Look at me! Evaluate and rank me!
I’m good, good, good and oh so smart! GRADE ME!
![Page 118: Get Better Content with Analytics and User Testing](https://reader035.fdocuments.in/reader035/viewer/2022062614/546d5cb3af7959ea108b61ee/html5/thumbnails/118.jpg)
Problems with analytics
• Sites are different
• Google Analytics installs can be different
• Goals are different
• Analytics isn’t always accurate...
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40?
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40?
40?
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40?
40?40?
![Page 123: Get Better Content with Analytics and User Testing](https://reader035.fdocuments.in/reader035/viewer/2022062614/546d5cb3af7959ea108b61ee/html5/thumbnails/123.jpg)
Use analytics data in comparison• With last week, last month, last year
• With similar pages on your website
• Dept. vs. dept.
• Major page vs. major page
![Page 124: Get Better Content with Analytics and User Testing](https://reader035.fdocuments.in/reader035/viewer/2022062614/546d5cb3af7959ea108b61ee/html5/thumbnails/124.jpg)
Analytics Tip #3:Use segments
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![Page 126: Get Better Content with Analytics and User Testing](https://reader035.fdocuments.in/reader035/viewer/2022062614/546d5cb3af7959ea108b61ee/html5/thumbnails/126.jpg)
Bounce Rate: 95%
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How did they get to the site?Segment by Source
![Page 130: Get Better Content with Analytics and User Testing](https://reader035.fdocuments.in/reader035/viewer/2022062614/546d5cb3af7959ea108b61ee/html5/thumbnails/130.jpg)
How did they get to the site?Segment by Source
![Page 131: Get Better Content with Analytics and User Testing](https://reader035.fdocuments.in/reader035/viewer/2022062614/546d5cb3af7959ea108b61ee/html5/thumbnails/131.jpg)
How did they get to the site?Segment by Source
![Page 132: Get Better Content with Analytics and User Testing](https://reader035.fdocuments.in/reader035/viewer/2022062614/546d5cb3af7959ea108b61ee/html5/thumbnails/132.jpg)
Are they new to the site?Segment by Visitor Type
![Page 133: Get Better Content with Analytics and User Testing](https://reader035.fdocuments.in/reader035/viewer/2022062614/546d5cb3af7959ea108b61ee/html5/thumbnails/133.jpg)
Are they new to the site?Segment by Visitor Type
![Page 134: Get Better Content with Analytics and User Testing](https://reader035.fdocuments.in/reader035/viewer/2022062614/546d5cb3af7959ea108b61ee/html5/thumbnails/134.jpg)
Are they new to the site?Segment by Visitor Type
![Page 135: Get Better Content with Analytics and User Testing](https://reader035.fdocuments.in/reader035/viewer/2022062614/546d5cb3af7959ea108b61ee/html5/thumbnails/135.jpg)
Where are they?Segment by Metro
![Page 136: Get Better Content with Analytics and User Testing](https://reader035.fdocuments.in/reader035/viewer/2022062614/546d5cb3af7959ea108b61ee/html5/thumbnails/136.jpg)
Where are they?Segment by Metro
![Page 137: Get Better Content with Analytics and User Testing](https://reader035.fdocuments.in/reader035/viewer/2022062614/546d5cb3af7959ea108b61ee/html5/thumbnails/137.jpg)
Where are they?Segment by Metro
![Page 138: Get Better Content with Analytics and User Testing](https://reader035.fdocuments.in/reader035/viewer/2022062614/546d5cb3af7959ea108b61ee/html5/thumbnails/138.jpg)
Were they on mobile?
![Page 139: Get Better Content with Analytics and User Testing](https://reader035.fdocuments.in/reader035/viewer/2022062614/546d5cb3af7959ea108b61ee/html5/thumbnails/139.jpg)
Were they on mobile?
![Page 140: Get Better Content with Analytics and User Testing](https://reader035.fdocuments.in/reader035/viewer/2022062614/546d5cb3af7959ea108b61ee/html5/thumbnails/140.jpg)
Were they on mobile?
![Page 141: Get Better Content with Analytics and User Testing](https://reader035.fdocuments.in/reader035/viewer/2022062614/546d5cb3af7959ea108b61ee/html5/thumbnails/141.jpg)
![Page 142: Get Better Content with Analytics and User Testing](https://reader035.fdocuments.in/reader035/viewer/2022062614/546d5cb3af7959ea108b61ee/html5/thumbnails/142.jpg)
What should this section of the site be named?
![Page 143: Get Better Content with Analytics and User Testing](https://reader035.fdocuments.in/reader035/viewer/2022062614/546d5cb3af7959ea108b61ee/html5/thumbnails/143.jpg)
Card Sort
What should this section of the site be named?
![Page 144: Get Better Content with Analytics and User Testing](https://reader035.fdocuments.in/reader035/viewer/2022062614/546d5cb3af7959ea108b61ee/html5/thumbnails/144.jpg)
Photo Source: http://www.flickr.com/photos/rosenfeldmedia/3343501403/
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Open• Users stack cards then
• Give each pile a name
• Give users header cards
• They assign cards to the header cards
Closed
![Page 147: Get Better Content with Analytics and User Testing](https://reader035.fdocuments.in/reader035/viewer/2022062614/546d5cb3af7959ea108b61ee/html5/thumbnails/147.jpg)
What should our top-level portal pages be called?
![Page 148: Get Better Content with Analytics and User Testing](https://reader035.fdocuments.in/reader035/viewer/2022062614/546d5cb3af7959ea108b61ee/html5/thumbnails/148.jpg)
![Page 149: Get Better Content with Analytics and User Testing](https://reader035.fdocuments.in/reader035/viewer/2022062614/546d5cb3af7959ea108b61ee/html5/thumbnails/149.jpg)
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What kinds of social content are most effective?
![Page 154: Get Better Content with Analytics and User Testing](https://reader035.fdocuments.in/reader035/viewer/2022062614/546d5cb3af7959ea108b61ee/html5/thumbnails/154.jpg)
Engagement
What kinds of social content are most effective?
![Page 155: Get Better Content with Analytics and User Testing](https://reader035.fdocuments.in/reader035/viewer/2022062614/546d5cb3af7959ea108b61ee/html5/thumbnails/155.jpg)
Followers
Engagement
Shares/Actions
From follower to “customer”
![Page 156: Get Better Content with Analytics and User Testing](https://reader035.fdocuments.in/reader035/viewer/2022062614/546d5cb3af7959ea108b61ee/html5/thumbnails/156.jpg)
Followers
Engagement
Shares/Actions
From follower to “customer”
![Page 157: Get Better Content with Analytics and User Testing](https://reader035.fdocuments.in/reader035/viewer/2022062614/546d5cb3af7959ea108b61ee/html5/thumbnails/157.jpg)
Social media engagement measures show how many of your followers interact with
your content.
![Page 158: Get Better Content with Analytics and User Testing](https://reader035.fdocuments.in/reader035/viewer/2022062614/546d5cb3af7959ea108b61ee/html5/thumbnails/158.jpg)
Most go something like this:
clicks ÷ posts ÷ followers
This gives you the percentage of followers who engage with each post.
![Page 159: Get Better Content with Analytics and User Testing](https://reader035.fdocuments.in/reader035/viewer/2022062614/546d5cb3af7959ea108b61ee/html5/thumbnails/159.jpg)
What’s a click?
Facebook Twitter
Like Mention
Comment Retweet
Share Link click
![Page 160: Get Better Content with Analytics and User Testing](https://reader035.fdocuments.in/reader035/viewer/2022062614/546d5cb3af7959ea108b61ee/html5/thumbnails/160.jpg)
So the formula forFacebook would be:
(likes + comments + shares) ÷ posts ÷ followers
![Page 161: Get Better Content with Analytics and User Testing](https://reader035.fdocuments.in/reader035/viewer/2022062614/546d5cb3af7959ea108b61ee/html5/thumbnails/161.jpg)
(30,286 likes +703 comments + 7,170 shares) ÷
1 post ÷ 4,165,311 fans =
![Page 162: Get Better Content with Analytics and User Testing](https://reader035.fdocuments.in/reader035/viewer/2022062614/546d5cb3af7959ea108b61ee/html5/thumbnails/162.jpg)
(30,286 likes +703 comments + 7,170 shares) ÷
1 post ÷ 4,165,311 fans =
0.92% engagement
![Page 163: Get Better Content with Analytics and User Testing](https://reader035.fdocuments.in/reader035/viewer/2022062614/546d5cb3af7959ea108b61ee/html5/thumbnails/163.jpg)
“0.92%? That’s tiny. “George Takei is “bad at social “media.”
![Page 164: Get Better Content with Analytics and User Testing](https://reader035.fdocuments.in/reader035/viewer/2022062614/546d5cb3af7959ea108b61ee/html5/thumbnails/164.jpg)
(101,010 likes +2,266 comments +
9,144 shares) ÷ 2 posts ÷
4,165,311 fans =1.35% engagement
![Page 165: Get Better Content with Analytics and User Testing](https://reader035.fdocuments.in/reader035/viewer/2022062614/546d5cb3af7959ea108b61ee/html5/thumbnails/165.jpg)
But isn’t a share or a comment worth more than a like?
![Page 166: Get Better Content with Analytics and User Testing](https://reader035.fdocuments.in/reader035/viewer/2022062614/546d5cb3af7959ea108b61ee/html5/thumbnails/166.jpg)
The Varsity Outreach Formula
![Page 167: Get Better Content with Analytics and User Testing](https://reader035.fdocuments.in/reader035/viewer/2022062614/546d5cb3af7959ea108b61ee/html5/thumbnails/167.jpg)
The Varsity Outreach Formula
![Page 168: Get Better Content with Analytics and User Testing](https://reader035.fdocuments.in/reader035/viewer/2022062614/546d5cb3af7959ea108b61ee/html5/thumbnails/168.jpg)
The Varsity Outreach Formula
![Page 169: Get Better Content with Analytics and User Testing](https://reader035.fdocuments.in/reader035/viewer/2022062614/546d5cb3af7959ea108b61ee/html5/thumbnails/169.jpg)
(30,286 likes +703 comments + 7,170 shares) ÷
1 post ÷ 4,165,311 fans =
0.92% engagement
![Page 170: Get Better Content with Analytics and User Testing](https://reader035.fdocuments.in/reader035/viewer/2022062614/546d5cb3af7959ea108b61ee/html5/thumbnails/170.jpg)
(30,286 likes × 2 +703 comments × 2 +
7,170 shares) ÷ 1 post ÷
4,165,311 fans =1.66% engagement
![Page 171: Get Better Content with Analytics and User Testing](https://reader035.fdocuments.in/reader035/viewer/2022062614/546d5cb3af7959ea108b61ee/html5/thumbnails/171.jpg)
(30,286 likes × 2 +703 comments × 2 +
7,170 shares) ÷ 1 post ÷
4,165,311 fans × 1,000 =
1,660 engagement
![Page 172: Get Better Content with Analytics and User Testing](https://reader035.fdocuments.in/reader035/viewer/2022062614/546d5cb3af7959ea108b61ee/html5/thumbnails/172.jpg)
Choose a formula that works for you and stick with it.
![Page 173: Get Better Content with Analytics and User Testing](https://reader035.fdocuments.in/reader035/viewer/2022062614/546d5cb3af7959ea108b61ee/html5/thumbnails/173.jpg)
Presenting Analyticsand User Research
![Page 174: Get Better Content with Analytics and User Testing](https://reader035.fdocuments.in/reader035/viewer/2022062614/546d5cb3af7959ea108b61ee/html5/thumbnails/174.jpg)
Content analytics spreadsheet
![Page 175: Get Better Content with Analytics and User Testing](https://reader035.fdocuments.in/reader035/viewer/2022062614/546d5cb3af7959ea108b61ee/html5/thumbnails/175.jpg)
Content analytics spreadsheet
![Page 176: Get Better Content with Analytics and User Testing](https://reader035.fdocuments.in/reader035/viewer/2022062614/546d5cb3af7959ea108b61ee/html5/thumbnails/176.jpg)
Content analytics spreadsheet
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![Page 178: Get Better Content with Analytics and User Testing](https://reader035.fdocuments.in/reader035/viewer/2022062614/546d5cb3af7959ea108b61ee/html5/thumbnails/178.jpg)
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0
375
750
1,125
1,500
1/16/2011 1/23/11 1/30/2011 2/6/2011 2/13/2011
Visits Campus Tours
![Page 180: Get Better Content with Analytics and User Testing](https://reader035.fdocuments.in/reader035/viewer/2022062614/546d5cb3af7959ea108b61ee/html5/thumbnails/180.jpg)
Some Questions• Can readers understand my content?
• Does this page encourage donations?
• Does this page encourage applications?
• What should this section of the site be named?
• What kinds of social content are most effective?
• What content on this page is getting the most attention?
![Page 181: Get Better Content with Analytics and User Testing](https://reader035.fdocuments.in/reader035/viewer/2022062614/546d5cb3af7959ea108b61ee/html5/thumbnails/181.jpg)
Some Questions• Can readers understand my content?
• Does this page encourage donations?
• Does this page encourage applications?
• What should this section of the site be named?
• What kinds of social content are most effective?
• What content on this page is getting the most attention?
Most important: Answer the questions and show how content
strategy makes things better
![Page 182: Get Better Content with Analytics and User Testing](https://reader035.fdocuments.in/reader035/viewer/2022062614/546d5cb3af7959ea108b61ee/html5/thumbnails/182.jpg)
![Page 183: Get Better Content with Analytics and User Testing](https://reader035.fdocuments.in/reader035/viewer/2022062614/546d5cb3af7959ea108b61ee/html5/thumbnails/183.jpg)
Questions?