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
Building a Loyal and Returning Audience
WITH THE New Chartbeat Publishing
PAGEVIEWS ONLY MEASURE THE PROVOCATIVENESS OF A LINK,
BUT NOT THE QUALITY OF THE CONTENT WITHIN IT.
The pitfalls of pageviews
THE HARD WORK YOU DO MATTERS A WHOLE LOT. PEOPLE WANT TO
READ GREAT CONTENT ABOUT IMPORTANT TOPICS.
WE CAN PROVE IT. WE PULLED TENS OF MILLIONS OF USER SESSIONS
FROM OVER THREE MONTHS, AND WE FOUND...
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
QUALITY CONTENT THAT WAS NEWSWORTHY AND PROVIDED REAL
VALUE RECEIVED THE HIGHEST VISITOR ENGAGEMENT.
IT’S NOT JUST ABOUT THE CONTENT ON THE PAGE.
IT’S ABOUT THE PEOPLE ON THE PAGE, TOO.
Relationships matter
UUUUUUUUUUU UUUUUUUUUU
GROWING AN AUDIENCE IS ABOUT TWO THINGS: GETTING NEW
PEOPLE IN THE DOOR AND GETTING THEM TO COME BACK.
LOOKING AT TRAFFIC DATA FROM THE CHARTBEAT UNIVERSE, WE SEE
A BIMODAL DISTRIBUTION OF ‘NEW’ AND ‘LOYAL’ VISITORS.
THAT’S FANCY TALK. WHAT WE MEAN TO SAY IS...
75%COME FROM
EXTERNAL LINKS
One set of websites has about 75% of their visitors
coming from external links—say Facebook or Twitter.
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
75%COME DIRECT TO THE
HOMEPAGE
HTTP://
And the other set of websites has about 75% of
their visitors coming directly to their homepages.
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
YOU PROBABLY FALL INTO ONE OF THESE TWO CAMPS. THE NEW
CHARTBEAT PUBLISHING HELPS YOU MEET BOTH CHALLENGES.
LET’S LOOK AT A FEW MORE NUMBERS...
UU
U U UU
On a typical website, only about 25% of the total audience from this week will return
next week.
U
That’s bad enough, but also only 5% of new visitors who hit the site this week will
return next week.
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
THE GOOD THING IS THAT WE CAN TELL WHICH REFERRERS SEND
VISITORS THAT ARE MOST LIKELY TO COME BACK.
PEOPLE WHO COME FROM TWITTER ARE ABOUT 30% MORE LIKELY TO
RETURN THAN THOSE WHO COME FROM FACEBOOK.
The referrer makes a di!erence
WE KNOW VISITORS’ ENGAGEMENT HAS A STRONG CORRELATION
WITH THEIR PROPENSITY TO RETURN.
Engaging content brings people back
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%
VISITORS WHO READ AN ARTICLE FOR THREE MINUTES RETURN TWICE
AS OFTEN AS THOSE WHO READ FOR ONE MINUTE.
THE BEST BAROMETER FOR QUALITY!NOT JUST OF CONTENT, BUT
ALSO OF USER EXPERIENCE!IS ENGAGED TIME.
Measure quality
MAKE SURE VISITORS COMING FROM YOUR BEST REFERRERS HAVE
THE BEST POSSIBLE EXPERIENCE WITH YOUR CONTENT.
First impressions count
PEOPLE WHO COME VIA THE HOMEPAGE COME ABOUT TWICE AS
OFTEN AS OTHERS AND READ 3X MORE ARTICLES.
The holy grail of homepage direct
THAT’S HOW YOU BUILD A LOYAL AND RETURNING AUDIENCE.
646"218"9333 | [email protected]
That’s just some of what the new Chartbeat Publishing can do.
We’d love to show you more.