Research shows users skim, so remember your visitors don’t want to read a wall of text. You have roughly 15 seconds to grab a user’s attention. Page views will go down because users are getting the content they want faster and don’t need to visit several pages to find what they need. Your content strategist will also probably recommend removing some unneeded pages. If your content strategy is to have a better user flow and faster conversions, you need to change site content. Page views don’t always matter, but quality content does. And although some analytics may look worse in your reports compared with previous months, these “bad” measurements are actually a good sign that your site is working. These are still good measurables to review in your analytics, but if you’re doing significant updates to your site, these may look worse than in previous months.ĭepending on your content strategy, there are some trends in your analytics that might look bad on the surface but can be expected. Marketing teams tend to look at measurements like page views, time on site, and bounce rate as key indicators of whether a website is working.
If you have a content strategy in place, these developments are probably good things.
Have you recently hired a firm to help redesign your site or to make significant changes to help with usability and conversions? If so, don’t be surprised if your page views are down, your time on site goes down, and your bounce rate is higher when you later look at Google Analytics.