Building a Loyal and Returning Audience with the New Chartbeat Publishing
1. Building a Loyal and Returning Audience
WITH THE
New Chartbeat Publishing
2. The pitfalls of pageviews
PAGEVIEWS ONLY MEASURE THE PROVOCATIVENESS OF A LINK,
BUT NOT THE QUALITY OF THE CONTENT WITHIN IT.
3. THE HARD WORK YOU DO MATTERS A WHOLE LOT. PEOPLE WANT TO
READ GREAT CONTENT ABOUT IMPORTANT TOPICS.
4. WE CAN PROVE IT. WE PULLED TENS OF MILLIONS OF USER SESSIONS
FROM OVER THREE MONTHS, AND WE FOUND...
5. Most reads per click
Least reads per click
OBAMA
OBAMACARE
D.C.
ZIMMERMAN
SNOWDEN
TRAYVON
WAR
EGYPT
SYRIA
GOP
WALMART
TOP
BEST
COLLEGES
COMPANIES
CITIES
CARS
BIGGEST
FICTIONAL
RICHEST
PUBLIC
6. QUALITY CONTENT THAT WAS NEWSWORTHY AND PROVIDED REAL
VALUE RECEIVED THE HIGHEST VISITOR ENGAGEMENT.
11. One set of websites has
about 75% of their visitors
coming from external links—
say Facebook or Twitter.
75%
COME FROM
EXTERNAL LINKS
12. These websites do a great job of attracting
new visitors, but their challenge is bringing
visitors back.
75% COME FROM
EXTERNAL LINKS
t
GET VISITORS TO
STAY LONGER
13. And the other set of
websites has about 75% of
their visitors coming directly
to their homepages.
75%
COME DIRECT TO THE
HOMEPAGE
HTTP://
14. These websites have strong core audiences,
but their big challenge is attracting more
new visitors.
75% COME DIRECT TO
THE HOMEPAGE
g
BRING IN MORE
NEW VISITORS
15. YOU PROBABLY FALL INTO ONE OF THESE TWO CAMPS. THE NEW
CHARTBEAT PUBLISHING HELPS YOU MEET BOTH CHALLENGES.
17. On a typical website, only about 25% of the
total audience from this week will return
next week.
U
UU
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18. 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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19. Attract the right audience
IF YOU WANT TO GET PEOPLE WHO WILL COME BACK, YOU NEED TO
BRING IN PEOPLE WHO ARE LIKELY TO RETURN.
20. THE GOOD THING IS THAT WE CAN TELL WHICH REFERRERS SEND
VISITORS THAT ARE MOST LIKELY TO COME BACK.
21. The referrer makes a difference
PEOPLE WHO COME FROM TWITTER ARE ABOUT 30% MORE LIKELY TO
RETURN THAN THOSE WHO COME FROM FACEBOOK.
22. Engaging content brings people back
WE KNOW VISITORS’ ENGAGEMENT HAS A STRONG CORRELATION
WITH THEIR PROPENSITY TO RETURN.
23. PROBABILITY OF RETURNING NEXT WEEK
Engagement and Propensity to Return
60%
50%
40%
30%
20%
0:00
1:00
2:00
AVERAGE ENGAGED TIME DURING FIRST VISIT
3:00
24. VISITORS WHO READ AN ARTICLE FOR THREE MINUTES RETURN TWICE
AS OFTEN AS THOSE WHO READ FOR ONE MINUTE.
25. Measure quality
THE BEST BAROMETER FOR QUALITY—NOT JUST OF CONTENT, BUT
ALSO OF USER EXPERIENCE—IS ENGAGED TIME.
26. First impressions count
MAKE SURE VISITORS COMING FROM YOUR BEST REFERRERS HAVE
THE BEST POSSIBLE EXPERIENCE WITH YOUR CONTENT.
27. The holy grail of homepage direct
PEOPLE WHO COME VIA THE HOMEPAGE COME ABOUT TWICE AS
OFTEN AS OTHERS AND READ 3X MORE ARTICLES.
