Building a Loyal and Returning Audience with the New Chartbeat Publishing
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Transcript of Building a Loyal and Returning Audience with the New Chartbeat Publishing
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Building a Loyal and Returning Audience
WITH THE New Chartbeat Publishing
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PAGEVIEWS ONLY MEASURE THE PROVOCATIVENESS OF A LINK,
BUT NOT THE QUALITY OF THE CONTENT WITHIN IT.
The pitfalls of pageviews
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THE HARD WORK YOU DO MATTERS A WHOLE LOT. PEOPLE WANT TO
READ GREAT CONTENT ABOUT IMPORTANT TOPICS.
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WE CAN PROVE IT. WE PULLED TENS OF MILLIONS OF USER SESSIONS
FROM OVER THREE MONTHS, AND WE FOUND...
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OBAMA
OBAMACARE
D.C.
ZIMMERMAN
SNOWDEN
TRAYVON
WAR
EGYPT
SYRIA
GOP
WALMART
Most reads per click
TOP
BEST
COLLEGES
COMPANIES
CITIES
CARS
BIGGEST
FICTIONAL
RICHEST
PUBLIC
Least reads per click
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QUALITY CONTENT THAT WAS NEWSWORTHY AND PROVIDED REAL
VALUE RECEIVED THE HIGHEST VISITOR ENGAGEMENT.
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IT’S NOT JUST ABOUT THE CONTENT ON THE PAGE.
IT’S ABOUT THE PEOPLE ON THE PAGE, TOO.
Relationships matter
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UUUUUUUUUUU UUUUUUUUUU
GROWING AN AUDIENCE IS ABOUT TWO THINGS: GETTING NEW
PEOPLE IN THE DOOR AND GETTING THEM TO COME BACK.
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LOOKING AT TRAFFIC DATA FROM THE CHARTBEAT UNIVERSE, WE SEE
A BIMODAL DISTRIBUTION OF ‘NEW’ AND ‘LOYAL’ VISITORS.
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THAT’S FANCY TALK. WHAT WE MEAN TO SAY IS...
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75%COME FROM
EXTERNAL LINKS
One set of websites has about 75% of their visitors
coming from external links—say Facebook or Twitter.
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75% COME FROM
EXTERNAL LINKS t
These websites do a great job of attracting new visitors, but their challenge is bringing
visitors back.
GET VISITORS TO
STAY LONGER
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75%COME DIRECT TO THE
HOMEPAGE
HTTP://
And the other set of websites has about 75% of
their visitors coming directly to their homepages.
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75% COME DIRECT TO
THE HOMEPAGE gThese websites have strong core audiences,
but their big challenge is attracting more new visitors.
BRING IN MORE
NEW VISITORS
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YOU PROBABLY FALL INTO ONE OF THESE TWO CAMPS. THE NEW
CHARTBEAT PUBLISHING HELPS YOU MEET BOTH CHALLENGES.
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LET’S LOOK AT A FEW MORE NUMBERS...
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UU
U U UU
On a typical website, only about 25% of the total audience from this week will return
next week.
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U
That’s bad enough, but also only 5% of new visitors who hit the site this week will
return next week.
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IF YOU WANT TO GET PEOPLE WHO WILL COME BACK, YOU NEED TO
BRING IN PEOPLE WHO ARE LIKELY TO RETURN.
Attract the right audience
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THE GOOD THING IS THAT WE CAN TELL WHICH REFERRERS SEND
VISITORS THAT ARE MOST LIKELY TO COME BACK.
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PEOPLE WHO COME FROM TWITTER ARE ABOUT 30% MORE LIKELY TO
RETURN THAN THOSE WHO COME FROM FACEBOOK.
The referrer makes a di!erence
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WE KNOW VISITORS’ ENGAGEMENT HAS A STRONG CORRELATION
WITH THEIR PROPENSITY TO RETURN.
Engaging content brings people back
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AVERAGE ENGAGED TIME DURING FIRST VISIT
Engagement and Propensity to ReturnPR
OB
AB
ILIT
Y O
F R
ETU
RN
ING
NEX
T W
EEK
0:00 1:00 2:00 3:00
60%
50%
40%
30%
20%
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VISITORS WHO READ AN ARTICLE FOR THREE MINUTES RETURN TWICE
AS OFTEN AS THOSE WHO READ FOR ONE MINUTE.
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THE BEST BAROMETER FOR QUALITY!NOT JUST OF CONTENT, BUT
ALSO OF USER EXPERIENCE!IS ENGAGED TIME.
Measure quality
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MAKE SURE VISITORS COMING FROM YOUR BEST REFERRERS HAVE
THE BEST POSSIBLE EXPERIENCE WITH YOUR CONTENT.
First impressions count
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PEOPLE WHO COME VIA THE HOMEPAGE COME ABOUT TWICE AS
OFTEN AS OTHERS AND READ 3X MORE ARTICLES.
The holy grail of homepage direct
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THAT’S HOW YOU BUILD A LOYAL AND RETURNING AUDIENCE.
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646"218"9333 | [email protected]
That’s just some of what the new Chartbeat Publishing can do.
We’d love to show you more.