Content Analysis – What’s that got to do with me?
Users visit your website because they want to interact with your content. If you don’t know how your users actually interact with your content, you don’t know how to take action to improve it. We will tell you how to do so in this article.
Why do users visit your website?
If you think about it, what is the only reason your users visit your website?
Users visit your website because they want to interact with your content.
This means, they want to read your texts, see your photos and watch your YouTube videos, download your PDFs or other electronic material, and sign up for newsletters. And they may buy your products, if that’s your business goal.
What is Content Analysis?
The above mentioned are the actions you can measure and describe with Content Analysis. The method is based on structured analyzes of user interaction with the content found on websites. The analyzes are based on Machine Learning, which enables them to describe which content elements are most important to users and can tell you where to get the greatest value by making changes. Whether that means new texts, more texts, more photos, or just writing in a more down-to-earth manner.
How do you work with Content Analysis?
It is quite logical when you think about it. If the content is very important to the experience you give your customers, you should be working with it analytically and structured. There is nothing wrong with comparing your business goals for your website with the way the user actually interacts with the content on the page. Are you doing that?
If you work professionally to create content, shouldn’t it be one of your most important online metrics, so you know whether you obtain the desired effect?
Do you know how long your texts should be, to be able to achieve your goals; for example, to make sure users spend as long time as possible on the site? Or do you just have a sense of it?
Does it matter what content a user has read, before clicking on a banner ad on your site or his behavior after he leaves your site? And how many ads should you really have on the page?
This is why Content Analysis can help you
If you don’t know how your users actually interact with your content, you don’t know how to take action to improve it. You don’t learn through experience what works and what doesn’t. You may also not recognize what works and what doesn’t.
Quoting the Greek philosopher Epictetus:
“It is impossible for a man to learn what he thinks he already knows”
If you want to improve working with communication on your website, you can’t avoid Content Analysis.