As part of my tool agnostic analytics reporting series, I’m showing actionable reports you can build in any analytics tool to immediately improve the customer journey. Today’s report is all about showing whether or not you have the right words on your page. Whether it’s the wrong text on a link or button or content that just isn’t robust enough to capture a user, here’s a step by step guide to building your report.

Note: The key to quick, actionable insights for your friction points is thoughtful event tracking and the right event structure. If you’re not sure whether or not you have the right event structure, dive into my event structure blog post. This post gives an actionable list of events you should track and how to update your event naming structure to build reports quicker.

The first indication that the content on your page isn’t resonating with users is finding pages that have a higher than average usage of your global navigation.

To do that in Amplitude, create a new data table report with the dimensions Page Viewed and navigation_click. Pull your Page Path into the rows column.

Select “Add Event or Metric” in the third column.

Define a new metric:

Your new metric should be a formula using two events, navigation_click and Page Viewed. Your formula should start with “%:” – this indicates that the metric should be formatted as a percentage. Then type in TOTALS(A)/TOTALS(B).

This will show you how many times the navigation was used compared to how many times the page was viewed. The higher the percentage, the more likely your on page content wasn’t resonating with users.

Check out part 2 to see which navigation items are being clicked.