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Increasing blog visitor engagement by 50% in just one week
Education
Digital
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At a glance
A product review blog with more than 10 years of history, during this time it has focused on educating people who are looking to buy an air purifier, this has been achieved through the creation of content such as guides, product reviews, and articles related to air quality.
For all these years the content creators have worked on writing thoughtful articles about the different stages buyers go through when choosing an air purifier, these are categorized into TOFU (Top of-funnel), MOFU (Middle of-funnel), and BOFU (bottom of-funnel) content.
However, the average user was limited to a maximum of 2 average interactions on the site, so the goal of taking the user through the funnel was not being achieved. The objective was clear, it was necessary to perform a deep analysis to understand the user’s behavior within the site and identify which elements could facilitate their interaction to help them move through the funnel.
To achieve the objective, a quantitative and qualitative analysis was necessary, in which we could find determining factors and the stage of the funnel in which we could make improvements.
For this, we used tools such as Google Analytics, Hotjar, and Google Data Studio.
- The first one was already implemented on the site, our mission was to audit that all tracking and events were being recorded correctly and use the data from the last year to perform an analysis of the second interactions that users made while they were in the articles of each stage of the funnel.
- Concerning qualitative analysis, we proposed implementing the Hotjar tool, to analyze the site’s heat maps and be able to visualize the areas of the site that users were reaching, in addition to identifying which parts of the site the user was clicking on.
- Finally, Data Studio was the visualization platform that best suited the needs of this project. The objective was to be able to correlate the reports obtained through Google Analytics and the spreadsheet where we categorized all the URLs by stage of the funnel, so we could visualize to which stage and in what proportion the users interact.
The first results of the analysis gave us the guideline to understand in which stage of the funnel the users stagnated, we detected that only 16% of the users that visited content from the TOFU category continued interacting with more content or products within the article.
This represents a major obstacle since the main objective of the blog is to direct users to their ideal air purifier, if the user stagnates at this stage the chances of this happening are reduced by 300%.
While in the qualitative part we were able to detect that the areas where most hyperlinks and recommended articles were concentrated were only reached by 25% of users.
The solution was to redistribute these links to visible areas and highlight them so that they were evident to users visiting TOFU articles, this change represented a 50% increase in interaction with articles from other stages of the funnel and a 2.5% reduction in the bounce rate, just a week after having been implemented.
