Which Of Your Pages Are Poppin’?

OK so right now the world is a very different, stranger place than it was two weeks ago. And that’s also reflected in online behavior.

New and different terms are being searched at high rates, and people are digesting more learning content, buying more puzzles, and looking for ways to work remote – among other things.

For example check out this Google Trends graph. Any idea what the keyword is?

Google trends graph of top search terms changing during Covid-19

If you guessed “social distancing” you’re right. And basically no one was searching for that two weeks ago.

In general, across the sites I manage I’ve seen some traffic levels return to typical Christmas holiday lows, while a handful specific pages of content have skyrocketed.

An overall decrease in traffic is common during this time across e-commerce sites. You can see that below: the conversion rates are going up because there’s less traffic, and thus less revenue:

Ecommerce web pages traffic during Covid-19 has fallen
Data provided by Retail Pulse. “We manage over $500MM in media spend for fast-growing VC-backed startups and Fortune 100 companies. Our partners collectively drive over $5B in ecommerce revenue. An average-sized client has the following daily metrics: 100k sessions, 1900 transactions, $350k revenue.

But there are probably tremendous opportunities hiding in your Google Analytics as well, just waiting to be discovered like a pot of gold at the end of a rainbow.

So here’s how to find them:

1. To start, just log into your Google Analytics and go to Behavior.

2. Go to Landing Pages. Now you’re looking at traffic by page.

3. Set the filter at the top to look at this most recent two weeks’ of traffic compared to the previous two weeks.

4. Now export that data into a .CSV and sort it by pageview percentages (descending order) to see which pages have had the largest percentage rises.

Because online behavior has changed dramatically, there are opportunities hiding in your Google Analytics today. Search for pages with the highest percentage growth in the last 2 weeks & update that content. Click To Tweet

*You can also repeat this exercise for All Pages, which will give you a look at traffic navigating across your website to each page (meaning it’s a better look at how your current customers are interacting with your content), versus Landing Pages which just looks at the first page people hit (meaning it’s a better look at search traffic).

Anyhow, you’re probably going to find some big swings, especially if you have a vast range of content.

And chances are if you have a page that’s increased a lot in traffic, it’s probably an older one.

So now is the perfect time to give it a nice refresh. Just use these tips for creating content Google loves:

  • Make the writing timely and relevant.
  • Provide actionable tips and expert advice.
  • Refresh the imagery and ensure it’s on brand.
  • Add a better CTA, including one above the fold.

And do it today.

Then, put on your detective hat: Why is this page performing so well right now? What are people interested in that made them search for it?

Is it ways to occupy the time? Ways to destress? Ways to be more happy? Ways to learn?

Nail down why it’s relevant right now. And then brainstorm three to five more topics with a similar bent.

Get those pages and blog posts live, and interlink them to each other.

Do it this week.

Things will get back to normal, eventually. So this isn’t a long-term tactic.

But this is a way to capitalize on people’s behavior while it’s different. And it’s different today.

Now that you’re prepared to harness some quick wins, check out the digital marketing essentials in my survival tool kit.

And would it be too much to ask you to please send a $5 tip to my Venmo tip jar? @megsterr.

Or my Paypal:

By Megan Mitzel

I'm the wearer of overalls behind the marketing advice website Marketing Overalls. I'm also a senior marketing director with more than ten years of experience leading acquisition and lifecycle marketing at successful startups. Before that, I got a business degree at UNC-Chapel Hill. Before that, I owned a seashell shop. And that's the tea on me.