Know your Traffic Upticks
You may perceive that this is exactly what you and your clients have been striving for. But as we know, traffic funneling into your site isn't the end of the story. You're also going to want that traffic to convert. But also, when something like this happens, there can be other lessons that you can learn and potentially apply to other pages and areas of your site.
What's driving the spike?
We noticed a fairly drastic increase in visitors to a particular MozBar help page. We wanted to go beyond trying to understand why we're getting that traffic and turn this into an opportunity to support our company goals.
So when you see something like this happen, your first question might reasonably be: Why? Why are we getting this traffic? What has changed? What has caused this? And also, what do we already know from the metrics we're collecting?
What do we know?
We also looked at referral data in Google Analytics and compared this to what we saw before the spike. We also looked at how traffic was entering and exiting that page through Google Analytics, and we had a dig around in Google Trends to see if we could identify any related topics taking off. We know that SEO and SEO reporting is iterative. So by building out your tracked keywords in this way, this will help you to fill in the blanks as to which keywords are sending traffic to your site. We also saw some interesting data from the "Visitor Satisfaction" button. This is the thumbs up or thumbs down option that you can select on this page and generally indicates if the content was helpful or not.
Content is really very important?
We saw that there were a lot more people responding that this content was indeed helpful. So this is not only positive for my team and I, but it's also informative. It gave us a really good idea that the content on this page was generally matching the intent of the visitors. So we looked at all of this together, and we drew some conclusions. So after we looked at data for that page, in addition to all the other reporting metrics, we took a step back and we thought, "Well, what is this page about, and how has this shift impacted demand for these types of tools?" Because of these two things, nothing else really standing out as a flag to indicate a single event and this global change, we started to lean towards this being part of an increase in demand for free tools.
What do we do with the traffic?
The trick for us wasn't just to figure out why this was happening or why it happened, but to turn this into some kind of positive action. We could add those in there fairly quickly to test this out. We already know that this page is doing a standup job of helping people to understand and what we found out was that we are indeed seeing people taking us up on this offer.
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