This document outlines a quick process to audit and improve user engagement by identifying low converting pages on non-e-commerce sites. The process involves using Google Analytics to: 1) Analyze page view data over at least a year for all pages and sessions with conversions. 2) Export this data to Excel to calculate the conversion rate for each page and identify those below the site average. 3) Review the low performing pages online to identify any issues or opportunities for improvement.

1. Quick Process To:
Audit & Improve User
Engagement
Jamal Atcha
@JamAtcha

2. What type of User Engagement Audit are
you looking to carry out?
Low converting pages?
Non- e-com
Audit: To
Identify
Incorrect
mes
sagi
ng
of
con
tent
Low
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o
Thin
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o

3. Focus On: Low Converting Pages (Non
E-com)
Process:
1. Open up Google Analytics
2. Select a data range (a year as a minimum)
3. Go to view ‘All pages’ (previously page views)
4. Create a second segment > Sessions with Conversions

4. Continued...
5. Export the data into Excel

5. 6. Add in a new column for Conversion Tracking
7. Divide page views for ‘Sessions with Conversions’
with page views for ‘All Sessions’
=sum (Pageviews Sessions with Conversions / Page
views All Sessions)
8. Paste this formula down the list to every row for
‘All Sessions’ > Format the cell as a %

6. 9. Go down the list and mark off the pages that have a
conversion rate lower than the site average
10. Once you have identified the problem pages,
review them online - Checklist

7. Takeaways….
Make sure you know which audit
you need to carry out
Crunch data to identify low
performing pages
Review the pages to identify any
issues / opportunities

8. Thank You!@JamAtcha