One of my favorite Google Analytics reports is the Top Content Report. This is one of the best reports to actively drive updates and changes to your website. You can use this report to gauge which pages of your website are most popular and which pages can be improved. The report is found under the “Content” reports.
In addition to a list of your top pages ranked from most visited, to least visited, each page is evaluated using Google Analytics basic criteria of pageviews, average time on page, and bounce rate. Additionally, this reports tells you the number of unique pageviews (basically, the number of people visiting each page) and % exit. Because the bounce rate and % exit are both shown as percentages, these statistics can be confusing. Here are Google’s definitions of the two:
Bounce rate is the percentage of single-page visits or visits in which the person left your site from the entrance (landing) page.
% exit is the percentage of site exits that occurred from a page or set of pages.
You should get in the habit of regularly reviewing the statistics associated with pages of your website. Then, make changes to pages of the site that have poor statistics so that you find ways to keep visitors on your website. You should also update pages of your site that attract a lot of pageviews. Consider regular content changes, the addition of graphics/visuals or increased use of call-to-actions. If you know which pages of your website people are visiting the most, these are the pages that you should utilize for lead generation (or some other desirable action).
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