Phase 05
Analytics, Optimization & Iteration
To Measure content performance, extract insights, and continuously optimize Kitt & Lou’s content to improve
reach,
engagement, and conversions. The tools we’d use are Google Analytics 4 for web traffic, Hotjar for heatmaps, and
platform analytics
for social.
Scroll Depth: How long do users scroll on the page and whats the
average time spent ?
Traffic: Where do the users come from (specific link, organic search,
ads)
Conversion : What specific Instagram reel led to the Download
| Content Type |
Primary KPI 📊 |
Secondary KPI 📈 |
| Editorial essays / Articles |
Time on page |
Scroll depth |
| Planning guides |
CTR to itinerary |
Exit rate |
| Downloadables |
Completion rate |
Email opt-ins |
| Email |
Open rate |
Click-through |
| Social |
Saves & shares |
Profile Visits |
Hypothetical Baselines
Average Time on Page: 3:00 m
Our Website page holds engagement well, but we can optimize for better performance
to load faster and shorten page contents for easier understanding and engagements
Email Signup Rate: 1.8%
E-mail sign up rate is low, so we refine the subject line to be catchy and improve the CTA.
Itinerary download CTR: 2.5%
NB : Content strategy is forever evolving, so at some point, we check metrics
to refine our strategy continuously
View a Performance report
5.2 Insight Extraction & Pattern Recognition
Hypothetical Insights
Cultural essays outperform list style content
Clear “Who this is for” sections reduce bounce
Long intros increase exits on planning guides
Hypothetical Tests
Headline A/B tests
CTA Placement Tests
Content Length Adjustments
Example :
Moving CTA beside preview button increases downloads by 18% compared to standalone.
Using “Explore Kenya” gets a 7% CTR in comparison to “ view details” button
“Kenya : Home of Wildlife” vs “A Wildlife Adventure to
Kenya’s Reserves”
Monthly Report will incude
What worked ?
What didn’t ?
Why it happened ?
What changes next month ?