Wrote these tips after a realization. Sitting in a meeting with a client today I realized how easy it is to go down the wrong road. We are so "numbers, numbers and more numbers" now we can easily forget not everything is in the numbers.
There is no direct Key Performance Indicator for "poor storytelling", but telling boring or non-engaging stories can sure make critical heuristic measures such as pages viewed and time on site go down. Storytelling is the secret behind the curtain the engine driving great website metrics or pulling them down.
The next time your Google Analytics take a sudden turn for the worse, check your stories. Test telling a better story on a non-essential page. If it gets better fast consider creating new copy for your site. These tips help your website tell better stories. Benefits such as more time on site, more pages viewed and more conversions come from telling better stories.