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 Mixpanel, create a new report with the metrics Page View and navigation click. Your third metric should be a formula – navigation click divided by Page View.

As a Breakdown, you’ll see I’ve selected Current URL. These three metrics and the breakdown will make your report look like this, with Page View, navigation_click, and your custom formula in the column headers, while your Current URLs are broken out by rows.

Now you can see 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.