Most of the time, writing content feels like a shot in the dark. You write based on what you believe your users, visitors, customers might want to read, but how can you measure how good (or bad) your content is?
One thing is sure, we can't measure this with pageviews. We all know that some websites are extremely good at creating clickworthy titles with a lousy content.
As a result, pageviews better reflect your ability to bring visitor to your content, but in no way is a good measure of how good (or bad) is your content.
Air360 has a simple but powerful approach that allows you to see how your content performs.
Let's say you want to measure how your latest blog post is performing. Simply add the Content Read Analytics widget to your dashboard as shown below.
All we have to do now is choose the URL we want to check. Simply select the URL of your blog post and you should get something as shown below.
How to interpret this?
It seems like the one below managed to attract quite a few readers : 209 660 readers started to read this article but only 65 771 readers made it until half of the page. In other words, two third of your users didn't care to read the second half of your content 😱
To make it even easier for you, Air360 uses complex maths to compute the average read metric, which is an overall measure of how much of your content is read in average. In the example above, we can see that the average read is 41% which is clearly not so great.
You can also use this metric to check how well some product description page are doing. The example below is from our own website, we wanted to analyze how good the content is on our "Why Air360" page performed during the past week.
For this, we just set the timeframe we want to analyze in the dashboard.
And select our URL of the "Why Air360" page in the Content Read Analytics visualization as shown below.
Despite the low visit count over the past week, it actually seems like this page is doing pretty well in terms of content! 🎉
The powerful thing about being able to select a date range for performing this analysis is that you can see how your average read evolves over time when you iterate or modify content.
Let's say you just modified your product description page on November 9th. What you could do is compare the same URL over 2 different date ranges.
While the dashboard can display only one single time range at the same time, you can easily play with the date range picker and choose different periods to see how the average read is on different periods.
If the average read is higher on November 9th - November 16th, you probably did something right with your last content update 🏆
This simple technique allow you to iterate on your content and measure how well it is doing compared to previous versions. This very same process allowed us to create content that not only we believed was good, but that visitors were actually reading.