But let's get to the good stuff. Analytics displays the same info as Urchin in their list of top content, but it lets you drill further down to learn all sorts of things about any particular page's performance. From the Content Drilldown list I can click trough on any page--let's take a look at the page about my book Client vs. Developer Wars. In addition to this page's overview stats I can use this pull down to analyze it from several different perspectives. I can examine this page's performance based on Navigation, and its Entrance Paths, Entrance Sources, and Entrance Keywords.
The Navigation summary shows the most common pages that preceded this page being viewed in a session, and then which pages where most commonly viewed after this page. In this case a good number of people came to this page from our development process page, and then proceed to read the book. The Entrance path view shows where people went, when they landed on this page first, from a search engine or some other website linking to my book page.
Speaking of which, I wonder what sites out there do link to my book--let's check out the Entrance source report.
Thinkvitamin.com is a web development site where I posted a link to my book in the comments of a blog post relating to the web development process. Looks like that five minute activity was well spent - well over 300 visits from the link in that comment alone--nice. I also answer a lot of questions in LinkedIn where I reference my book.
For search engine optimization the Entrance Keywords report is extremely helpful. It shows the keyword phrases used in search engines which led to this specific page. I'm going to switch to my pricing page. These are all the phrases visitors typed into Google whose results linked them here. This is very useful to know when I'm reviewing my title tags for search engine optimization.
There's one more way to slice this report up. For any page I can segment the report based on just about any other factor available in Google Analytics. I can break down the visits, specifically to this page, by the source, keywords used, region or any of these other options.