A good way to understand how your users interact with content because you could use any of these as a model. However, it won’t necessarily reflect your users. So, you could use tools like Hotjar, which has a decent heat mapping feature to understand where users spend most of their time.
But also things like Google Analytics 4, where you can set an event for when users scroll, which gives you a good understanding of not only that people don’t bounce after reading the first few lines of your content, so those F Pattern users , but also where you are structuring your content that makes scrolling easier for those Layer Cake users.
What this will do is not only show you the things that are really, really good, which is great to take to your boss to demonstrate success, but also where you need to do better, and that’s where optimization will come in. of Esso contents. It will never be a one-size-fits-all thing.
But the best way to do that is to optimize, maybe compare user engagement data from the last month to one month after optimization and compare. And if the next month is better, surprising. If not, that’s not a terrible thing because you can just go back and re-optimize. Perhaps the way your users consume content has changed in recent months. Maybe you have a competitor who is much more focused on short-form video content. So, you want to start using it and encourage your social team to get involved in content ideation. It could go on forever.
But using things like Hotjar and GA4 will be critical to understanding not only how your users interact with your content positively, but also negatively, and giving you the opportunity to improve. I think that’s pretty much all I have.
I really hope this was helpful. If you want to continue this conversation, talk to me about content design, I’m on Twitter @chloeivyroseseo, or you can follow me on LinkedIn. I really hope this was helpful. Thank you all. HI.