7 Ways to Adjust Content Strategy Based on Google Analytics Behavior Flow Data

In the dynamic world of digital content, leveraging Google Analytics Behavior Flow data can be a game-changer. We’ve gathered insights from content strategists and CEOs to share their singular strategies. From analyzing entry-point trends to enhancing high-traffic pages with engaging content, explore these seven expert approaches to refine your content strategy.

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Analyze Entry-Point Trends

Lately, I’ve adopted this approach when planning the content strategy for an Italian e-commerce food retailer. I started focusing on entry-point analysis in Google Analytics Behavior Flow, specifically the Path Exploration report. This reveals product interest trends and guides offer placement. 

For example, when I noticed visitors bypassing the homepage for category pages, I replicated offer content across both. I then tracked which pages drive add-to-carts and purchases to validate this strategy post-offer. 

While doing so, I also like to look at mobile vs. desktop behavior differences as well as attribution model data to differentiate between primary traffic sources.

Alessia Spampinato, Content Strategist, Italy Expert, AS

Segment Audience by Interaction Patterns

One specific technique we’ve implemented is using Google Analytics Behavior Flow data to segment our audience based on their interaction patterns and tailor content accordingly. For example, if behavior flow shows that a segment of users frequently exits from mid-funnel content, we enhance those areas by adding more targeted calls-to-action, interactive content, or video summaries. 

This strategy not only retains the user’s attention longer but also guides them more effectively toward conversion points. By adapting our content strategy based on user behavior insights, we ensure that our content remains dynamic and responsive to real user needs, leading to improved engagement and conversion rates.

Sahil Kakkar, CEO & Founder, RankWatch

Revise Underperforming Pages

Based on Google Analytics data, one approach I’ve found effective for adjusting content strategy is targeting underperforming pages. For a client’s website, their “About Us” page had a high bounce rate and low time on page. Analyzing user behavior, we found the page was text-heavy, dull, and failed to convey the brand’s personality. 

We revised the page to focus on visuals, using photos of the owners and staff, fun graphics, and an engaging video. The new page is vibrant, personalizes the brand, and gives visitors an emotional connection. Since the redesign, bounce rates have dropped significantly and time on page has tripled. 

For another client, their blog had strong traffic but low conversions and shares. Checking user flow, we saw high exit rates on long-form, educational posts. We tested optimizing these posts by restructuring content into shorter paragraphs, using numbered or bulleted lists, and highlighting key points. The changes boosted traffic, reduced bounce rates, and increased social shares per post. 

Monitoring user behavior through analytics provides key insights into how people interact with your content. Making data-driven changes, even small tweaks, can significantly impact traffic, time on site, and conversions. Analyzing how users flow through your site and optimizing weak points is a simple approach anyone can implement to improve content strategy.

Jesse Nelson, Founder, Simpleman Digital Marketing

Optimize Key Drop-Off Points

One specific approach for adjusting content strategy based on Google Analytics Behavior Flow data is to identify and optimize the key drop-off points in the user journey. By analyzing where users are exiting your site or dropping off within a particular path, you can gain insights into which content areas need improvement to better retain and engage your audience.

1. Analyze Behavior Flow – Start by accessing the Behavior Flow report in Google Analytics. This report visually represents the paths users take through your site, from the landing page to their exit points. Identify the most common entry points and the subsequent interactions that lead to significant drop-offs.

2. Identify Drop-Off Points – Focus on pages where a high percentage of users are exiting. These drop-off points indicate potential issues with content relevance, user experience, or engagement. For instance, if a large number of users are leaving after visiting a particular blog post or product page, it’s worth investigating why.

3. Evaluate Content Quality and Relevance – Review the content on these high drop-off pages. Ensure that it aligns with the users’ search intent and provides value. Check for clarity, depth, and engagement factors such as multimedia elements, internal links, and CTAs. It’s also important to verify that the content meets SEO best practices to attract relevant traffic.

4. Improve User Experience – Assess the page’s user experience, including load times, mobile-friendliness, and overall design. Even valuable content can be overlooked if the page is difficult to navigate or slow to load. Make necessary adjustments to enhance the usability and attractiveness of the page.

5. Create Targeted Content – Based on the insights gained from Behavior Flow analysis, develop new content or update existing content to better address the needs and interests of your audience. For example, if users drop off after reading an introductory article, create more detailed follow-up posts that delve deeper into the topic.

By systematically analyzing behavior flow data and addressing the key drop-off points, you can optimize your content strategy to better retain and engage visitors. This approach improves user satisfaction and enhances overall site performance, leading to higher conversion rates and more effective content marketing.

John Reinesch, Founder, John Reinesch Consulting

Create High-Value Engaging Content

To adjust our content strategy based on Google Analytics Behavior Flow data, we focus on content that retains users longer. By identifying which topics keep users engaged, we created more high-value content on those subjects.

For instance, popular blog topics were expanded into detailed guides and linked to related articles. This boosted user engagement and increased time spent on our site, providing a richer and more interconnected content experience.

Matias Rodsevich, Founder & CEO, PRLab

Strategically Add CTAs to Inner Pages

Using Google Analytics Behavior Flow data to adjust content strategy is essential for optimizing user engagement points. While analyzing this data, we observed significant interactions on inner pages other than the homepage. This led us to strategically add CTAs to those pages. Enhancing navigation and providing related content suggestions can encourage visitors to explore further, increasing average engagement time and potentially boosting conversion rates organically. Implementing these changes keeps users on your site longer and helps guide them toward conversion points, making your content strategy more effective and aligned with user behavior insights.

Ajay Prasad, Founder & President, GMR Web Team

Enhance High-Traffic Pages With Engaging Content

Something that has worked very well for us at ZenMaid is identifying which landing pages attract the most traffic but have high bounce rates. By analyzing Behavior Flow data, we pinpoint these pages and enhance them with more engaging content, better visuals, and stronger calls-to-action. This not only helps keep visitors engaged but also encourages them to explore further into the site.

Amar Ghose, CEO, ZenMaid

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