Profiles allow you to set custom measurement goals to analyze your content against various metrics utilizing Google Analytics or HubSpot data. Once you've created Blog Profiles or Email Profiles, how do you interpret the data?
Ultimately Profiles are a way for you to identify a range of content that performs reasonably well, and create a model to score future content against.
The platform identifies recommendations determined by analyzing the range of content selected for that Profile. In this case, we've chosen to analyze some blog articles within a Profile designed to improve Page Views and increase Average Time on Page.
In the very top left underneath the Profile name, is the total number of emails within that Profile as well as an indicator of the percentage of articles that do not currently meet this Profile.
The number of articles is helpful to understand your sample size.
The percentage is important for two reasons:
The Profile summary box tells us that there is 120% potential increase to Page Views, which correlates to the Title of your blog article. The bottom box tells us that there is 38% potential for increase to Average Time on Page, which correlates to the body of your article.
In the center of the Profile, we find a panel which correlates to the Title of your article. Toggling through the navigation underneath, you'll find additional measures.
Titles are analyzed against the following measures:
The same type of information is available for the body of the blog, which analyzes:
To the right of each measure, the platform has recommended a Best Performing Range. The platform will guide you through applying these recommendations inside the Writing Environment. This article provides more detail on working within the Writing Environment.
The Best Performing Range is determined by a holistic analysis of each piece of content within the Profile. Clicking directly on each measure will open a graph providing deeper insights into why the platform is making these recommendations.
The black line indicates the amount of content written at a certain level within the range of that measure. In this case it's indicating that most of the blogs in this Profile have a Readability level of Knowledgeable.
The blue bars indicate the actual range that your audience is responding to the most. In this case the analysis shows that while you're typically writing to a Knowledgeable Readability, your audience prefers when you write at a Specialist level. General being the simplest language, Genius being the most complex.
This range is determined based on your actual content.
Hovering your mouse over these bands will display a tool tip indicating the sample size.
The data represented in the graph is not always a perfect match to the Best Performing Range recommendation. This is because the platform analysis takes sample size into consideration, as well as other holistic criteria across the sample of content within a Profile. While these graphs will help you understand the recommendation, it's always best to stick to the Best Performing Range.
Underneath the Profile Summary is an inventory of each individual email within the Profile. It's important to continue to add new content to your Profiles over time, so that the recommendations become more advanced.
Add new content, in this case blogs, by searching by title in the search bar, checking the box and clicking the 'Add Articles' button.
Blue check marks indicate the emails that meet the criteria established by the Profile, an orange x indicates those articles require some edits before they will help support the goals of your Profile.
The status column can be a helpful way for you to refresh evergreen content that is aligned with your KPIs. In the case of emails, it’s a way for you to identify your progress over time as you continue to add more high performing emails to that Profile.