Tag Implementation Strategy for content+community website
Elen Semko
We have a site wth complexed structure and many functions and services.
We want to measure user behaviour and user needs and "pains" on our webpages to understand consumer behaviour and based on the collected data provide to the user a friendly and innovative UX
Strategy:
Define interests in content. Reach more registrations and email adresses into newsletter subscriptions by not only offering a great user experience but also quality content that suits our customers needs and setting ugc block, where people can discuss all importaint topics.
Tactics:
Collecting useful data about our visitors to adapt the website both content and ugc (community).
KPI's:
- Improve conversion of visitors to member by analyzing the amount of page visitors and the number of people who click on a resource.
- Improving duration of visits
- Improving the bounce rate of the website
- Improving number of subscribers
Measurment Plan:
GTM on every page in content and ugc sections to know users+sessions, traffic sources and customer demographics, number of pages per visit, devices: mobile/desktop/tablet.
Also adding registration steps tag and way how users check the subscription box.
Segments and Dimensions:
- Demographics: what users are mainly come from
- Page Views: content and places that have the most user interaction
- Registration: yes/no - second step page visits - bounce rate into the process of double opt-in registrations with several info blocks.
- Search: identify by keywords what users are interested in on the website
- Geo: from where our users come from, any difference in behavior while using website?
