Confab Higher Ed 2017
Breakout session

Beyond analytics: How is your content really performing?

A lot of content testing is focused on traffic, navigation paths, and conversions, but that leaves unanswered questions. What’s actually influencing user behavior? What impression is the content creating? It’s not just the messaging, architecture, or design. You can do all those things right and still not know if you are reaching people.

The content is what’s really creating impressions, and small changes can lead to big improvements if you understand user behavior, engagement, and perceptions. Learn techniques you can use to dig deeper than the analytics to better understand visitor behavior, make informed decisions, and create more effective content.

In this session, you will:

  • Discover tools and techniques to evaluate how your content is performing.
  • Learn strategies to test whether content is answering users’ questions and priming them for action.
  • Learn how to save time and resources and focus on the content that generates results.
  • Improve your writing and strategy by better understanding the impression your content is creating.

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