Aim

• Conduct a 4-week analysis of the performance of The Best Baby Shower Gifts story using Contentsquare and GA4

Context

The Baby Shower Gifts story was a new URL, created to build authority over the ‘baby shower gifts’ keyword and to offer Harrods’ baby brands greater visibility.

Contentsquare Analysis and Findings

Using the Zoning Analysis tool on Contentsquare, I created heatmaps of the story’s Exposure Rate and Click Rate, both at a page-view level. I focused on these metrics because both provide a good indication of how much content on the page is being seen and interacted with by the user.

I was pleased to see that the exposure rate remained consistent with our target and did not drop below 35%. Furthermore, Contentsquare’s heatmap feature showed that over half of the story’s ‘Shop Now’ CTAs were between 2% and 5%, suggesting that users moved on to a shopping journey after reading the story.

I used the Journey Analysis tool to dive deeper into this finding. There, I looked at journeys to and from the story and I was able to identify healthy navigation to (44%) and from (36%) PLPs. In addition to a low site exit rate (18%), this data confirmed that users were performing the desired action after reading the story.

GA4 (Google Analytics 4) Analysis and Findings

Using GA4, I was able to discover that this story maintained a healthy number of page views over time. By cross-referencing this data with the content calendar, I was able to attribute noticeable peaks in the above line graph to the story’s inclusion in relevant emails and on the Harrods homepage. This was great to see, as these inclusions were part of my content planning when developing the story.

Further insights showed that over 75% of traffic to this story came from Google, demonstrating successful optimisation for search and growing authority over relevant keywords.

After digging deeper, I found that users only spent an average of 40s reading the story. However, this piece had a conversion rate just shy of 3%. Within the first two months, almost 200 relevant products (including a selection of those featured in the article) were sold to users who visited the story.

Within its first month, it made just under £5k in attributed revenue and that number continued to grow to above £10k over the next four weeks. Considering the lower price point of baby items in comparison to leading categories on the site, such as womenswear, this was very impressive.

Conclusion

Given that The Best Baby Shower Gifts story was a new URL that had to build its reputation from scratch, I was pleased to see how well it performed in its first four weeks. Its continued growth in consequent months is a testament to the power of cross-team collaboration, as well as strong copy, design and content marketing.