It is quite clear that recycling old documentation for your knowledge base articles is far away from creating the perfect knowledge base. Also, guessing what your customers need to find in your knowledge base will result in failure, at least in most cases.
As you know, the primary role of a knowledge base is to help customers by making it easy for them to quickly find their solution. An average customer in distress wants to find a working solution as fast as possible and then continue on with their lives. A web analytics tool such as Google Analytics can help you improve your knowledge base and empower your customers with exactly this. Let’s see how Google Analytics can assist you in creating a better self-service experience for your customers.
Improve the First Customer-Knowledge Base Interaction
There is one report in Google Analytics that can help you figure out exactly why customers come to your site and what they need.
In the Google Analytics navigation, look under Behavior, and click the option “Site Content”. A drop down menu will appear, and there, you will be able to check out something very important – your landing pages. By using this feature, you can discover where the first customer-knowledge base interaction occurred and you can determine the problems customers had when they came to your knowledge base. In this report, you will see other pages of your website that are driving more traffic.
With this insight, you can improve these pages in order to provide more information and value. Keep in mind that you should check the landing pages report every once in awhile, to identify new pages that need further improvement.
Give Customers What They Want
The next useful Google Analytics option has a very distinctive name – Content Drilldown. And it does exactly what it name suggests. Content Drilldown will allow you to get an insight into which pages of content visitors are looking at during their visit. You can access this option under the Behavior section, as well.
Content Drilldown will show you the most popular articles and content. You should use the model of the most popular articles and apply that to the other pages you have, and thus remodel your entire knowledge base. Apart from being consistent, you will give your customers answers just the way they want them.
And, keep in mind, a knowledge base article has to be:
- And able to effectively answer the question.
Identify Pain Points
When you publish your knowledge base online, it becomes no different than a usual website. You can track its performance and improve it by tracking traffic, the average time spent on it, and your bounce rate.
Traffic metrics can help you determine how effective your knowledge base really is. If your call center and live chat agents don’t experience a drop in the amount of tickets, while the traffic on your website stagnates upon publishing the knowledge base, something isn’t right. Before you start revising your documentation, make sure that the knowledge base is easily visible and accessible.
The average time on the site and the bounce rate are two very related metrics. They will tell you how much time an average visitor spends on your specific pages and from which pages visitors tend to bounce off. With this data in your hands, you will know which help documents need your immediate attention. All of these metrics can most certainly help you identify both relevant and irrelevant data.
Find Out What Customers Are Searching For
After you have setup Google Analytics on your website, where you have published your knowledge base, you will be able to track the search phrases visitors are using while on your website. To enable this option, you will have to access the Admin panel and then select the “View” column. Below it you will see “View Settings”, where you can access the Site Search Tracking option and turn it on.
Since modern knowledge base software solutions have integrated the search box feature, you will be able to record the words and phrases visitors have used in their search inquiries. When you know what people are looking for on your website, you will be able to provide it.
Furthermore, the search terms report can tell you the exact number of pages a visitor had to view before they found what interested them, or how many visitors performed the search and bounced off your website. You will also have an insight into the most common queries, trends, news searches, and which queries lead to a long time spent on your website and which queries have good conversion rates.
With this information in your hands, you can edit and improve your help documentation in order to meet the needs of your customers and increase engagement and conversion rates.
Improve the Customer’s Journey
With the Behavior Flow report, yet another useful feature of Google Analytics, you will be able to see how customers navigate through your knowledge base documentation. You can generate this report if you access the Behavior section of menu and choose “Behavior Flow”.
In the report, you will be able to see the order in which the customer browsed through your pages and from which page they bounced off. Why did the customer leave that page? If the deal breaker page is indicated in several customer knowledge base journeys, it requires immediate attention.
Furthermore, when people jump from one piece of content to another, it might mean that there is a natural link between them; something you didn’t see. Make sure to link those articles to make a more delightful user experience for your customers.
Google Analytics is a powerful web analytics service that can help you identify which knowledge base documents are performing well (and which ones aren’t). By using it, you will be able to make improvements exactly where they are needed, so that your help documentation can be engaging and have value for customers.
Author Bio :- Robin is a Technical Support Executive. He is an expert in knowledge management and various Knowledge base tools. Currently, he is a resident knowledge management expert at ProProfs. In his free time, Robin enjoys reading and traveling.