Content has become an important competitive advantage for many brands these days. And if you are still wondering whether the content on my site is good, feel free to contact Yandex.Metrica.
New items in Yandex.Metrica
There are two important new features in their Content reports:
Let’s start with the first: we analyze those for whom visitors come to the site. The report will show whose content is popular and brings the most traffic.
It will be possible to understand the situation by the following indicators:
- Metric “Recycling” – highlights the percentage of people who switched to other materials after reading one. It is statically and clearly visible to what extent the articles of a particular author motivate users to stay on the site.
- share of views of materials with reading – shows those readers who have reached the end and read the material in full.
- the share of views of materials with a do-scroll – statistics on users who have scrolled through the material to the end.
By clicking on the author, you can see more detailed statistics of each material for the period of the selected dates with cuts by the number of views of articles, the proportion of views with reading and scrolling, as well as the percentage of recycling.
Our next section is “Themes”.
The screenshot is taken from the Yandex blog about Yandex.Metrica
It detects user interest in topics and records changes in traffic in different periods, for example, whether the popularity of a topic depends on the season or day of the week. It is important not to confuse it with the already existing report on “Headings” in Yandex.Metrica, which contains sections of the site with page addresses (for example, www.site.ru/**sport**). And the subject is the label assigned by the author, for example, the mentioned events, places and personalities.
This report also includes a recycling metric that can tell you which topics are driving user engagement. The higher it is, the more often users open others after one material of a certain heading.
Clicking on a topic opens detailed statistics on the sources of user transitions to materials, demographic characteristics of the audience with the most popular topics, as well as the percentage of users who read the materials to the end.
Use cases for new products
Despite the fact that this is a very recent update of Metrica, the reports are already undergoing the first tests with analysts. You can apply new statistics, for example, like this:
1. Adjustment of the content plan
By collecting data on the popularity of topics and authors using these reports, you can build a publication schedule, excluding materials that do not cause a response and are scrolled by users. This will help the tags to the materials. You can use standard ones, for example, heroes of publications or locations. And you can go to obtaining more complex data on interests, adding labels by the types of problems that are raised in the material, or by the focus of the content (entertainment, educational, etc.).
2. Improving the materials themselves
Analyzing statistics by subject and finding those in which the reading of materials is low, you can figure out why users close it, losing interest immediately or in the middle. So the work on the material may not end with its release (relevant for “evergreen” articles), and a more thorough study of it or, for example, changing the size of pictures, can increase user engagement.
New items in Yandex.Metrica will simplify the existence of publications and brands with an active blogging position. Based on the data obtained, you can work with the content on the site in order to increase the interest of the audience.