First impressions matter, whether they are made offline by a sales representative, or online by a visit to your website. Is the content on your website making a good first impression? Which content resonates better with new visitors?

We can answer these questions by creating a custom report in Google Analytics.

Creating Custom Reports

Start by clicking the Custom Reports link found in the sidebar under My Customizations.

Google Analytics - Custom Reports

Then click on Create new custom report in the top right-hand corner.

Create New Custom Report

Dimensions and Metrics

Use the filter bar in the top left-hand corner and type in Page Title. Click and drag the green box into the main Dimension box.

Now do the same thing for Entrances, Bounce Rate, Pages/Visit, and Avg. Time on Site. Click and drag these into the blue metric boxes along the top row.

Save the report.

Custom Reports - Dimension and Metrics

Content Audit Analysis

Now that our custom report is created, let the analysis begin!

On the next page, change the second dimension from "None" to Visitor Type.

Second Dimension - Visitor Type

Add an advanced filter at the bottom, and filter Visitor Type to contain New Visitor.

Visitor Type - New Visitor

Voilà! You are now looking at a custom report that looks at only New Visitors to each page, sorted by the most visited on Entrance. Next to each entry are metrics (Bounce Rate, Pages/Visit, Avg. Time on Site) that shed insight into how well each page is resonating with new visitors.


Content Audit Analysis

Download This Custom Report

If you're stuck on any of the steps or don't have the time to go through this guide, you can access this custom report by simply clicking here: SA: Content Audit Analysis. (You must be signed in to Google Analytics.)

Enjoy! :)

Shockley Au

Shockley is an experienced digital marketing consultant, helping businesses succeed online through SEM/PPC, SEO, Social Media, and Web Analytics. He is certified in Google Analytics, Google AdWords, and Bing Ads, and also blogs at State of Digital. Follow him on Twitter @ShockleyAu.

Shockley Au

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5 Responses to “Is Your Content Making a Good First Impression? [How To in GA]”

  1. Kris Scheben-Edey says:

    Very important points you've shared Shockley – awesome post! First impressions, especially online, are critical to connect these days. With so much stimulation, and so many things requiring our attention – it's difficult to make that lasting impression in such a short time.

    The exact number isn't coming to mind – but something like "you've only got 15 seconds to sell a new online visitor, and keep them interested enough to stay longer." Whatever the second value might be, the point resonates that you only have seconds to make that critical first impression count!

    Another great metric to use on that custom report is to break it down by city or region. Knowing where your new visitors are coming from can help you connect with them and make that great first impression.


  2. Shockley Au says:

    @Kris: Thanks for the kind words. You're right about today's stimulation overdrive (flashy banners, streams of content, …). I think that many people would be surprised to see where visitors are actually coming from. You may be trying to reach Country A, but actual visitors are coming from Country B and C.

    • Kris Scheben-Edey says:

      @Shockley: I know I have been surprised before where visitors are coming from – but that's the brilliance of Analytics. For anyone trying to market a website, understanding your customer can be so critical when making that first impression. You can use your information to customize landing pages, tweak content or simply learn more into another culture.

  3. Sankar Datti says:

    Excellent. wat's the good bounce rate of a content. Is less than 50% okay ????

    • Shockley Au says:

      @Sankar: That question comes up a lot. The answer is that it depends on the nature of the content, how your website is organized, and your goals. In general though, less than 50% is good.