Identify high performing pages in GA
1. Decide the type of performance you want to evaluate: traffic, conversions, or engagement signals.
High traffic pages are the set of pages that are bringing the most visitors to your website. High conversion pages are driving the most leads or customers High engagement pages may not be directly driving high volumes of traffic or conversions, but are causing visitors to engage with your site, meaning they navigate to other pages where they may convert and send a signal to search engines that your website is valuable.
2. Click on Behavior > Site Content > All Pages to view a report showing all of your pages and the total amount of pageviews each received.
By default, Google Analytics will display your website’s top 10 pages based on pageviews.
3. Adjust the date range in the upper right of the page until you’re viewing a significant amount of data and accounting for event-driven variance.
Change the date range on the report to account for fluctuations in traffic from events such as a holiday sale, special announcement, or weekday/weekend differences.
4. Analyze the key metrics for individual high-performing pages to gather deeper insights into why they may be performing better than other pages. Click on the column headings to sort data by ascending or descending order.
Pageviews: The total number of people who came to the page. Unique pageviews: How many people came to the page for the first time. Average time on page: Conveys if users are reading and interacting with the content. The longer the time, the more engaged they are with the information. Bounce rate: How many users had one single interaction and left without going to another page.
5. Consider making changes based on insights from the page metrics you analyzed.
Tweak content on pages where visitors are spending less time. This can include adding more relevant material since users may be seeking additional information. Use Google Trends to check if a topic is trending or tapering off to add or delete from the pages not receiving much traffic. Add a newsletter sign-up option on the page to increase views. If visitors are not spending much time on other pages, make sure the content is easy to read and if it is useful to them. Verify that the page is written at an 7th-8th grade reading level.
6. To view sources of traffic leading to a specific page, click on the Secondary dimension tab. Scroll to Acquisition and click on Source/Medium.
Compare the number of users coming from origins such as organic from a search engine, referrals from a link, direct from typing in the domain name, or paid traffic from ads. Adjust your campaigns accordingly to attract more traffic from each source. Look for strange traffic patterns that may be a sign of bots infiltrating the site and resulting in false visit readings.