We recently hosted a webinar that focused on our methodology for enhancing website performance. The session was titled "Holistic Approach to Website Performance."
Our web performance and analysis expert, Michael Wignall, ran the session covering data collection, site mapping, traffic analysis, content strategy, and more...
Michael kicked off the session by explaining that a holistic approach to website performance involves using data in combination rather than in isolation. By doing this, you get a much deeper understanding of your site and can make much more impactful changes.
The presentation introduced participants to several key tools that Michael uses, including GA4, Google Search Console, Google Sheets, SEMrush, and Screaming Frog.
Watch the video
View the presentation
Topics covered included:
- tools and preparation
- site mapping
- traffic channels
- content
- user behavior
- Audiences
- SEO
- KPIs
Key Takeaways
- Avoid relying on high-level data, as this can often be misleading
- Download everything to Google Sheets for detailed analysis
- Ensure proper tracking of important site elements and make sure this is correctly set up in advance of tracking and analysis
A summary of what was covered
Data Collection and Validation
Michael emphasised the importance of setting up data collection correctly in GA4, particularly for events such as button clicks and email sign-ups, to facilitate effective data slicing and analysis.
He advised using 12 months of data to cover seasonal trends and for comparison, though 6 months can also be sufficient for behavioral analysis.
Michael Wignall also outlined key data validation checks, such as examining unassigned or direct traffic percentages, matching organic search clicks with Google Search Console data, and reviewing page engagement times.
Site Mapping and Structure Analysis
Michael recommends mapping a site to understand the number of pages, folder structures, and indexable URLs. He noted that GA4's pages report often lists more pages than actually exist due to various tracking configurations, requiring cleanup in Google Sheets.
Michael also suggests using Google Search Console to verify the number of indexed pages and emphasised the utility of Screaming Frog for comprehensive site crawling, identifying issues like broken links, unpublished pages, and content readability.
Traffic Channel Analysis
Analysing traffic channels provides a quick overview of site activity. Key aspects include mapping channels to landing pages, segmenting traffic by country, engagement, bounce rates, and distinguishing between new and returning visitors to understand audience behaviour and align content with user intent.
Filtering GA4 reports by country, such as the UK, to focus on actionable data relevant to core audiences, is also important
Content Value and Strategy
Michael advised filtering and downloading various GA4 reports into Google Sheets for detailed content analysis, focusing on page views, engagement rates, specific events, and revenue.
He presented a content analysis spreadsheet that combines data from different sources, including internal information like last publication date, to assess overall page performance and identify areas for improvement or deletion.
Michael stresses the importance of approaching data analysis with an open mind to uncover unexpected insights about high and low-value content.
Internal Search and Path Analysis
Setting up internal search tracking to identify user difficulties in finding content and potential problem pages is important.
Michael noted that while GA4's path analysis can be challenging, analysing exit rates and navigational patterns can reveal usability issues or confusing navigation.
Michael also recommended setting up conversion funnels for sales, sign-ups, and downloads to identify drop-off points in user journeys.
Audience Building and SEO Insights
Michael explains how to build audiences from visitor data, taking into account traffic channels, landing pages, devices, and location. He highlighted that understanding audience types helps align marketing personas with actual user behaviour and identify opportunities to capture specific visitor groups.
He also touched on Google Search Console for SEO, noting its utility for performance and indexing data, although its reliability for specific search terms can vary.
Page Speed
Michael briefly discussed page speed, referencing Google's Core Web Vitals and noting that red indicators in mobile performance suggest significant usability issues and can affect search rankings.
KPIs
Michael concluded by stating that broad KPIs often reported to management are generally unhelpful for site improvement, advocating for more granular KPIs covering data accuracy, technical SEO, and internal search performance.
