Following up on yesterday’s post about using Google Analytics with email marketing campaigns, I wanted to share another Google Analytics tip with you that I find very useful: site overlay.
You’ll find this feature in Google Analytics Content menu. 
If you click on “Site Overlay” Google will give you a picture of your site showing where visitors have clicked.
I’m going to share with you the Navigation bar for Jon Buscall.com and discuss what we can learn from this feature. I’ve marked the percentage of total clicks for a month in red to make it easier to read.
You’ll notice that “Home” dominates the percentage of clicks. This doesn’t surprise me. I’m also not surprised to see the About page getting clicks. However, look to the right and you’ll see that the Formspring.me functionality that I introduced to my blog with a call-to-action Ask Me Anything is generating more click-throughs than my Contact or Speaking tabs.
I checked the stats for the month before I introduced this new tab on my navigation bar and discovered the figures for the other tabs were largely the same.
In other words, adding a call-to-action to my navigation bar increased clicks on my site and resulted in more site engagement!
As a result, I may try removing the Ask Me tab and change Speaking to Training or Talks. I may even try using a phrase like “Hire Me” to test if this works better.
The point I’m making is that data gives you leverage to improve the way your content converts web traffic into business.
Don’t Overlook Your Metrics
I looked at a client’s site this week using Google Analytics’ Site Overlay feature here in Stockholm and discovered that the number 2 click-through on their site was the tab that gave you the Swedish version of the site. In fact, it was a very high percentage: 38% of ALL total clicks.
Although the client’s focus is an international market, they discovered through this simple feature that they were underestimating the significance of the Swedish version of their site and Swedes’ interest in their services.
This important information may now lead to a change in their communication and design strategy.
Content Marketing and Design
The design of you website is obviously extremely important to the success of your content marketing campaigns, especially if you’re using a blog to drive visitors to specific produce or service landing pages.That why you need to know how your design is working for you.
The data Google gives you will show you where improvements can be made and content can be tweaked. I’ve noticed, for example, that the Tag Cloud on my site is getting less and less clicks each month which has led me to consider dropping it entirely (Is it too ugly? Confusing perhaps?)
Your Turn!
Do you use Site Overlay? How ? I’d be delighted if you can share any tips or best practice in the comments.
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