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. I’ve demonstrated how to build out the first part of this report with Part 1. Now that you understand which pages have higher than average usage of your global navigation, your next step is to see which global navigation elements your website visitors are using.

If you’ve already created the first part of the report, you should be seeing the dimensions event name, page path and screen class, and link text. Create a new tab and pull in the rows page path and screen class and link text. Make sure you have set the “Nested Rows” setting to yes.

Add a filter to only include navigation_click.

This should populate the report as such, with your page path and screen class are populated as rows. Nested beneath them is the different link text that was clicked on that page. In your third column you’ll see Event Count – the number of times that link text was clicked.

It’s especially important to view this report in conjunction with the first report because it gives context. Using only the above report, you would think that you need to focus your efforts only on the home page. However if you view our first report (screenshotted below), you’ll notice that a greater percentage of people had a difficult time on the Bath page, which is actually where we should be focusing our efforts.

There you have it! These are the pages that need the most content help and which content you should be adding on those pages.