The client is a leading American online news portal. Being a news portal, the content is the top priority. The client needed content analysis to gain clarity for the following points:
Since it is a news website, content keeps getting updated frequently. It was difficult to conduct a web content analysis as data changed every day. Also, the website had more than 50,000 URLs, so deciding which URL to track was a crucial decision.
Nabler’s team first identified the key metrics that would help in assessing the nature of the content on the website:
After this, they tackled the problem of selecting the URLs to be tracked, out of the 50,000+ URLs on the website. The ‘Four Quadrants’ approach was used for this:
To segregate the articles from the Homepage, 'Column Text Formula' was used in Excel database.
To find out the launch date of the article, so that analysis for the lifecycle/span of an article could be done:
Finally, the trends and the articles’ content effectiveness were analyzed.
The main tools used for the entire analysis were:
Nabler helped a US-based apparel brand optimize its investment on Adobe SiteCatalyst with a well-investigated re-implementation strategy and user training through our unique Digital Analytics Evangelization Program. This helped all the client's teams get better and more relevant results and insights from SiteCatalyst, thereby increasing the tool usage and website effectiveness.Download this case study