You Can’t Manage What You Don’t Measure
According to management guru Peter Drucker, measuring your activities is critical to achieving the results you desire.
It may seem obvious, but it’s one of the top reasons why ecommerce business’ blogs aren’t producing results.
If you’re publishing ad hoc blog posts without tracking audience traffic, engagement, conversions, and how articles are influencing sales, how can you expect to predictably grow your business using your blog?
Matcha customers who follow the formula for performance blogging — publish, promote, convert, and measure — see significant gains in traffic, lead acquisition, email marketing performance, and overall sales. And now, it’s easier than ever to track that growth in the Matcha platform.
Announcing Matcha Insights: Content Analytics for Ecommerce
Today, I’m excited to share Matcha Insights, which evolves the Matcha platform’s measurement capabilities. Now, ecommerce marketers and business owners can easily track and optimize the performance of their blog content and see how it’s influencing revenue. Let’s dive in and check it out!
Matcha Insights has four core sections:
- Top content
- Conversion funnel
- Email performance
Trends provides an overview of your blog results, showing content performance over time. You can see how your blog is driving readers to your site and what sources they’re coming from, how many leads you’re capturing, and how content is influencing revenue over time. Trends makes it easy to identify outliers and dig into specific situations, as well as monitor the overall performance of your blog.
- Readers: See how many total visitors came to your blog and how many read your blog content. A reader is defined as someone who stuck around for at least 15 seconds.
- Sources: See which channels (direct, Facebook, Google, email, etc.) are driving the most blog traffic.
- Leads: View the number of content-influenced leads (i.e., email subscribers) generated over a given time frame. A lead is considered to be content-influenced if the visitor completes a form, such as a newsletter signup or popup, during or immediately after reading a blog post.
- Revenue: Understand how your blog is impacting revenue. When a customer reads at least one blog post before making a purchase, the sale is considered to be content-influenced.
If you hover over any bar in the graph, you can see more detail.
Dig into the performance of each article to understand which content is working well for your business. Here, you can identify which articles are getting the most readers and the best audience engagement, and you can see the leads and revenue each article has generated. Sort each column to see the best- and worst-performing articles for each metric.
Get an overview of how your blog is helping your business grow with Matcha’s new content conversion funnel. See how many visitors become readers, then leads, and ultimately customers. You’ll see which specific articles are most impactful at each stage of the funnel. Clearly see how your blog is helping you to grow your business!
See how content influences your email open and click-through rates. Matcha tracks what percentage of clicks went to content (i.e., blog articles) versus product pages and other offers.
Matcha customers: If you have any questions, please contact email@example.com and we’ll be in touch shortly.
If you’re not a Matcha customer yet, let us show you how our performance blogging platform can help your business grow. Request a demo now.