Content is important, but it's not JUST content. If I recall, you were having issues where people were coming to your ecommerce site to view an information page, and then flitting off without buying anything. Is that still happening?
Yes, that is still happening. The vast majority of landings are on the info pages (in the blog). If I look specifically at the blog numbers in GA using content drilldown, they are like this:
Time on page: 02:56 (site average 01:30) Bounce Rate: 78.34% (Site Avg: 74.99%) % Exit: 69.66%(Site Avg: 53.30%)
If I compare Apr though June this year with 2012
Time on page is UP 7.5% Bounce Rate is Down 2.2% Bounce rate is DOWN
"Are the numbers of pages per visit off too?"
Pages per visit are DOWN 5.9% (overall from last year). Down 14.5% from same time 2011
Avg. Visit Duration is UP 2.5% from 2012 Down 7.6% from 2011
Are the same topics / pages / products popular (relatively speaking) as last year?
It looks like year over year the BLOG (information) pages lost only 6% of landing page visits.
However, my ecommerce pages are DOWN 74% as landing pages!
I am just realizing this now. The only positive for my ecommerce pages is that the pages per visit average went up 6%.
But otherwise, it was the ecommerce pages that got slaughtered.
I will try to dig into this some more. I am apparently worse at google analytics than I thought...