{"id":8806,"date":"2013-12-17T16:13:29","date_gmt":"2013-12-17T16:13:29","guid":{"rendered":"http:\/\/okodigital.wpengine.com\/?p=185"},"modified":"2013-12-17T16:13:29","modified_gmt":"2013-12-17T16:13:29","slug":"what-content-keeps-your-readers-coming-back-more","status":"publish","type":"post","link":"https:\/\/cool.co\/supply-side-platform-home\/what-content-keeps-your-readers-coming-back-more\/","title":{"rendered":"What content keeps your readers coming back for more?"},"content":{"rendered":"<p>There can be few sites that wouldn\u2019t benefit from increasing the proportion of users who visit the site more than once. Return visitors don\u2019t come with new acquisition costs and will generally have higher conversion rates, making visitor loyalty a hot metric to monitor.<\/p>\n<p>No matter how great your content is, the uncomfortable truth is that a large proportion of users probably leave your website on their first visit and never come back.\u00a0 Finding ways to identify what engage users and what drives them away can bring significant gains.<\/p>\n<h2>So, which is your best page for building visitor loyalty?<\/h2>\n<p>It sounds like a simple question that can be answered with a quick visit to Google Analytics, but finding the answer might be harder than you think.\u00a0 Most people would look for this answer by looking at visitor loyalty by landing page. What that report actually shows you though is how many visits the user had made before returning to the site via that page, rather than how many they made as a consequence of arriving from it.<\/p>\n<p>The problem is in the way that Google stores visitor data.\u00a0 Landing page is stored per visit, so the concept of a user\u2019s \u201coriginal landing page\u201d doesn\u2019t exist.<\/p>\n<h2>Enter the custom variables<\/h2>\n<p>Google Analytics custom variables are a great thing, allowing you to pull date and reports based on up to five variables of your choosing. Variables can be set to be tracked per page, per visit or, usefully for our purposes per visitor.<\/p>\n<p>You just set the value in code and it is stored as part of the normal Google Analytics cookie set-up for 24 months, or until the cookie is cleared or the value overwritten. By using a little bit of javascript wizardry to set the variable only if this is a new visitor to the site we can now track a visitor\u2019s original landing page.<\/p>\n<h2>Limitations of this approach<\/h2>\n<p>The main limitation of this approach is that it doesn\u2019t come with a time-machine.\u00a0 Because it is dealing with an entirely new variable you can only start collecting data from the minute you add the code.\u00a0 That means that there is no way to go back and see past data.<\/p>\n<p>That said, even with just a couple of days worth of data on hand we\u2019re finding this a useful extra metric.<\/p>\n<h2>How to start collecting this data<\/h2>\n<p>To start recording the \u2018original landing page\u2019 of each user you just need to add this small javascript snippet to your pages.\u00a0 This needs to be added somewhere after the main Analytics code.\u00a0 For ease we\u2019ve just been adding it to the footer.<\/p>\n<p>Here is the snippet:<\/p>\n<pre>&lt;script type='text\/javascript'&gt;\n\nif(document.cookie.indexOf(\"_utma\")&lt;0) _gaq\n.push(['_setCustomVar', 1,'Original Landing Page',document.URL,1]);\n\n&lt;\/script&gt;<\/pre>\n<p>&nbsp;<\/p>\n<p>Google Analytics gives you 5 slots for tracking custom variables (called Keys).\u00a0 The code above uses Key 1.\u00a0 If you are already using Key 1 (most people aren\u2019t) then you can change the first 1 in the snippet to another number 1-5.\u00a0 For example, to use Key 2 you would use:<\/p>\n<pre>&lt;script type='text\/javascript'&gt;\n\nif(document.cookie.indexOf(\"_utma\")&lt;0) _gaq\n.push(['_setCustomVar', 2,'Original Landing Page',document.URL,1]);\n\n&lt;\/script&gt;<\/pre>\n<h2>A handy plugin for WordPress users<\/h2>\n<p>For those readers using WordPress, here is an even easier way to add that code: A plugin that adds it for you. \u00a0The plugin is provided without support or warranty, but if it&#8217;s useful you are welcome to it. Let us know though &#8211; it&#8217;s always nice to hear if this stuff is useful. \u00a0<a href=\"http:\/\/wordpress.org\/plugins\/oko-original-landing-tracker\/\" target=\"_blank\" rel=\"noopener noreferrer\">Download the plugin<\/a>.<\/p>\n<h2>How to access the data<\/h2>\n<p>Once you have had a few new visitors to the site you get some new data in Analytics to work from.<\/p>\n<p>To view this got to Audience -&gt; Custom -&gt; Custom Variables<\/p>\n<p>If you used the default Key 1 you will see the heading \u201cOriginal Landing Page\u201d in the table. If not then select \u201ckey 2\u201d \u201ckey 3\u201d etc to match the custom variable slot that you specified. (see (1) in next screen shot).<\/p>\n<p>Once you can see the options for \u2018Original Landing Page\u2019 (labelled as (2)) click that to view the data.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-188\" src=\"https:\/\/oko.uk\/wp-content\/uploads\/2015\/03\/custom-variables.jpg\" alt=\"custom variables\" width=\"940\" height=\"456\" \/><\/p>\n<p>What you are now presented with is all the data for visit during the time range you are viewing. Interesting, but overwhelming on a busy site.\u00a0 To get to the most interesting data we want to apply a quick filter.<\/p>\n<p>Click \u2018Advanced\u2019 next to the search box just underneath the graph.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-186\" src=\"https:\/\/oko.uk\/wp-content\/uploads\/2015\/03\/analytics-filter.jpg\" alt=\"analytics filter\" width=\"940\" height=\"154\" \/><\/p>\n<p>Set the filter as : Include \u2018Count of Visits\u2019 Greater than 1 then click apply. What you now have is a table showing the content that most frequently brings people back to your website.<\/p>\n<p>Sort by Visits (default) and you will see the content that most return visitors land on.<\/p>\n<p>Sort by Count of Visits and you\u2019ll see the content that brings people back most frequently.<\/p>\n<p>It\u2019s worth noting that you can then save this as a custom report to make is easier to get back at the data in the future.<\/p>\n<h2>How to use these insights<\/h2>\n<p>The original concept of this report was to analyse a blog that had very low visitor loyalty rates.\u00a0 Despite having high quality content users were rarely returning for a second visit.\u00a0 We wanted to analyse what was different for those users who did return so that we could help the site owner replicate that success and build visitor loyalty.<\/p>\n<p>We\u2019ll literally be looking for patterns in the content that does consistently bring users back to the site.\u00a0 What style of content is it? What tone? How is it presented compared with other content? What topic areas are covered? What else in on the page? Etc.\u00a0 With enough data in hand we are confident that we\u2019ll be able to bring additional insight to the content strategy of the site.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>There can be few sites that wouldn\u2019t benefit from increasing the proportion of users who visit the site more than once. Return visitors don\u2019t<\/p>\n","protected":false},"author":1,"featured_media":9143,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[2],"tags":[],"class_list":["post-8806","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tips"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>What content keeps your readers coming back for more? | Supply-Side Platform | COOL Media (formerly OKO Digital)<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/cool.co\/supply-side-platform-home\/what-content-keeps-your-readers-coming-back-more\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What content keeps your readers coming back for more? | Supply-Side Platform | COOL Media (formerly OKO Digital)\" \/>\n<meta property=\"og:description\" content=\"There can be few sites that wouldn\u2019t benefit from increasing the proportion of users who visit the site more than once. 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