A knowledge base is very valuable for any organization, and this fact is irrefutable.
Having the most relevant and useful information in your knowledge base is very important if you want your business to prosper. The challenge of getting visitors to your website and making them consider your product is a humongous challenge. And this can be made easy if you have a good knowledge base to start with.
There are a multitude of ways using which you can improve and develop your knowledge base. Your knowledge base is going to change as you keep evolving as a business, and will continue to get refined in this process.
Moving forward, the major differences that you will find in your knowledge base will be due to the result of utilization of data points – as your customer support team gets more and more data to work with, the better your knowledge base can be.
Constant customer development, along with the proper management of the various tickets generated through the ticketing system, will allow you to prepare a database filled with information and one that caters to the needs of your customers.
It is common knowledge that Google Analytics is the industry’s gold standard when it comes to data analytical tools. However, that’s not the point of this blog.
Did you know that you can build yourself a better knowledge base by simply using Analytics? Want to know how? Keep reading.
Use your landing page data to your advantage
Before we begin, the key point to understand when we mention ‘landing pages’ is that we aren’t indicating the dedicated landing pages that you and your team might have worked on; on the contrary, these landing pages are the first page that a potential customer interacts with on your website.
The list of landing pages can vary from a few similar pages to a wide range of different ones – such as individual pages present on your website, the blog posts present on your site, and so on.
Fortunately, Google Analytics is equipped with the right tools to provide you with the option of reviewing a report on the traffic generated on these landing pages.
In order to gain access to this data, you will have to traverse to the ‘Behavior’ tab, which can be found on the left navigation bar. Right there, you’ll also find an option called ‘Site Content’; on expanding the tab, you will be greeted by the ‘Landing Pages’ option.
The data that you find on the ‘Landing Page’ report can provide you with actionable insights into how your customers are reaching and reacting to your knowledge base content. These insights will help you understand the problems that your clients are facing, if any, and how they navigate through the knowledge base when they visit your website for the first time.
You can also use this data to recognize what’s important to the visitors coming to your website. Highlight the common features and questions that users are looking for so that they can quickly get to the answers.
The bottom line being that the analysis of the ‘Landing Pages’ traffic will only help you better understand the needs of your clients – more information will help you develop more valuable content.
Mine content from your knowledge base
The ability to mine for content is another great feature of Google Analytics that can add more value to your knowledge base. You will find this feature just above the ‘Landing Pages’, called ‘Behavior’.
The idea of ‘Content Drilldown’ is to offer a close look at specific pages – the content that your visitors are looking at. You can also get into the explicit details within each page path.
With ‘content drilldown’, you will also be able to start at the top-level knowledge base page, from where you can start to dig and find the exact articles that your visitors were interested in.
Employ ‘Traffic Sources’ data to your benefit
By making use of the ‘Traffic Sources’ data, you can analyze what direction your knowledge base should move in.
The ‘Traffic sources’ tab is located within the ‘Sources’ tab.
How is this useful?
If you have many customers coming to your knowledge base through a social media platform like Facebook, then you should consider setting up a support tab in your Facebook page. This is also an opportunity for you to take your knowledge base to your Facebook customers and synchronize the social presence with that of your support portal.
Similarly, if you find that many of your clients are users who are accessing the knowledge base articles through their mobile device, then optimizing it for the best possible user experience can go a long way to impressing them. In this case, you should make it work flawlessly by creating a mobile-friendly knowledge base that is easily accessible from a mobile device.
With Google Analytics, you can determine the most popular articles in your arsenal and using that, you can prioritize what kind of content your visitors are looking forward from you. With this newfound information, you can initiate a reformat of your existing knowledge base that will help you highlight information that is most asked for.
If you are successfully able to shorten the amount of time your visitors are spending to look for answers, then your knowledge base is a competent one and is doing the job just fine.
Doing the above will surely help you make your knowledge base much more informative, which in the long term will only bring you more customers.