SmartCause Digital

How to Prove to Your Colleagues that You’re Right About the Website

Sep 9, 2014

 

If you work with colleagues that argue with you about what content should go on the website…

Today’s resource is going to change your work-life! You’ll have hard proof that you are right. (Sorry, this resource won’t help with settling arguments with partners or parents.)

If you work with colleagues that respect your professional skills and don’t argue with you about the website…

Congratulations on having an awesome team! Today’s resource will be a nice tool to have in your arsenal. (Right next to your Wonder Woman cuff bracelets.)

 

How to use your website’s analytics to identify the content on your site that isn’t working

If you’re trying to convince your colleagues that certain content on your website needs to go, look in your Google Analytics account for any of the following:

  • High bounce rate (above 80%)
     
  • Short time on page (under a minute and especially under 30 seconds)
     
  • Low number of total pageviews
     

In Google Analytics, navigate to Behavior -> Site Content -> All Pages

You’ll see a table that can be sorted any way you’d like: by pageviews, by time on page or by bounce rate. (Just click on the column that you want to use as your sorting criteria.)

Google Analytics screenshot

 

For bounce rate or time on page, you can get a little more sophisticated with your sort if you choose a “weighted” sort.

Google Analytics screenshot

 

A weighted sort pulls up the pages with lots of pageviews and high bounce rates/low time on page, which is far more useful that a long list of random, non-important pages.

This is your proof. I’ve highlighted the worst performing pages in this list. If you see pages with similar numbers on your site, you have proof that those pages need to go or be overhauled.

Google Analytics screenshot

 

A bonus script that I used to protect my nonprofit homepage from the random content that colleagues wanted to post

If you’re trying to explain to a colleague why their content shouldn’t go on the website, try saying something like this:

“Our goals for the website are to:

  • Raise money
     
  • Collect email addresses
     
  • Generate letters and phone calls to state legislators.
     

Since this content doesn’t fit into any of those three goals, I can’t add it to the homepage.”

This script worked enough times at my nonprofit that I recommend you give it a try at yours. If you don’t yet have official goals for the site, now’s your moment to create them!

 

What to do if the “bad” content made it’s way on to the website despite your objections

Let the content live on the site for a couple of weeks. You’ll be collecting the data that you need to prove you’re right.

In Google Analytics, navigate to Behavior -> In-Page Analytics. (If the tool takes a while and asks to open in “full view”, say ok.)

Google Analytics screenshot

 

You’ll be shown your site along with your Google Analytics data. This is your proof! You can literally see the percentage of visitors that did (or did not!) click on a link.

Google Analytics screenshot

 

The tool opens up to your homepage by default. To see the data for any other page, just interact with your site to navigate to the page. The Google Analytics data will update and you will see just the data for that specific page.

 

By the way, if you’re not set up with Google Analytics yet…

Sign up to be the first to receive access to my free “How to get started with Google Analytics” training video!

 

 

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About the Author

Yesenia SoteloYesenia Sotelo is the founder of SmartCause Digital. She works with nonprofit professionals like you to build you an awesome website & train you on digital skills.

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