Analysing Content & Promotion Banners

Insightech allows you to analyse key content to understand what is being seen, what is being interacted with, and how behaviours change across different audiences (E.g. converting vs non-converting users).

Key Questions To Answer

  1. How does engagement compare between key pages?
  2. Which content/banners do users see?
  3. Which content/banners do users interact with?
  4. Which content receives high clicks and low visibility (to be re-positioned higher)?
  5. How do behaviours change between converting & non-converting users?

Comparing Engagement Rates of Key Pages

Click on "Click Map" or "Scrolling Heatmap" in the left nav to bring up reports to compare engagement rates across pages.

In these reports you will see pages ranked by traffic volume, followed by key engagement metrics:

  • Click Rate - The % of traffic that clicked on any element on the page
  • Median Scroll Depth - The % of content that was seen on this page
  • Median Duration - Accurate measure of time spent on the page

Things to look out for:

  • High Traffic + Low Scroll Rate
    This shows that users aren't scrolling to see much content past the fold. This may not be a problem if there is a clear call-to-action above the fold and Click Rate on this is high. At the very least, you have produced content on this page which isn't being seen.
  • High Traffic + High Scroll Rate + Low Click Rate %
    For pages with buttons or call-to-actions, a low click rate means your content is not performing despite users seeing your content. Low click rates may be acceptable on blogs or other pages that require no action. Consider trialling new or clearer messaging for actions that you want your users to take.
  • Very Low or High Median Durations
    These could be showing that your users aren't spending enough time (un-engaged with content), or that they are spending way too much time (confused or experiencing errors) on your content. Look for any major outliers to understand what might be going wrong.

    You can also find longer/shorter replays by searching for a specific Duration in the filters (Example below).

Which Content/Banners Do Users See?

Using Scrolling Heatmaps

Scrolling Heatmap reports allow you to see what content users have seen across your pages, and whether they are seeing your most important content. You may want to explore this further by comparing to click map reports, or also overlaying different audience segments for comparison.

Combining with Click Maps

Look at click rates of content. Is there content with high click rates, and low users scrolling to see that content? If so, you may be able to increase click rates simply by moving that content further up on the page.

Comparing Converting/Non Converting Users (or any other audience)

Switch between segments for Converting Users and Non-Converting Users to quickly compare whether engagement rates change for users who convert, and whether your content is playing a part in those conversions.

Which Content/Banners Do Users Interact With?

Using Click Map Reports

Click Map Reports allow you to see what content users have interacted with, and whether the key elements and links on your pages are getting clicked on.

You may want to explore this further by combining with Scrolling Heatmaps, or also overlaying different audience segments for comparison.

Combining with Scrolling Heatmaps

Look at scrolling rates on your page. Is there content with high click rates, and low users scrolling to see that content? If so, you may be able to increase click rates simply by moving that content further up on the page.

Comparing Converting/Non Converting Users (or any other audience)

Switch between segments for Converting Users and Non-Converting Users to quickly compare behaviours and see what links and clicks are eventually leading to conversions. You can also quickly identify which links are receiving high volumes but aren't resulting in conversions.


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