How to Get and Keep Your Readers Reading - A Session by Nik Nadolski and Tony Haile.
Social trends, mobile engagement and audience building best practices. Industry insights compiled from the Chartbeat Data Science team + practical audience development tips compiled from our top publishing clients.
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@chartbeatDATA INSIGHTS & ONLINE TRENDS By Chartbeat
Nik Nadolski & Chelsea Regan
@chartbeat
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We’ve learned a lot this year…
e.g. WE’VE GOT GRAPHS!
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DATA INSIGHTS & ONLINE TRENDS: By Chartbeat
Nik Nadolski
@chartbeat
The predominant actions on desktop
and mobile are very different.
We see that almost 90% of the time
an event is fired on a mobile device,
we record a scroll event. In contrast,
on desktop, scroll events comprise
less than 40% of events.
User Actions by Platform
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DATA INSIGHTS & ONLINE TRENDS: By Chartbeat
Nik Nadolski
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The majority of clicks happen at
page depths of 400 to 600 pixels,
where most main content links are
located.
Visitors are far more likely to click to
the next piece after completing an
article.
Where Do Visitors Click?
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DATA INSIGHTS & ONLINE TRENDS: By Chartbeat
Nik Nadolski
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Larger links, like headline articles
tend to drive greater traffic.
As a link’s area grows, generally so
does the clicks per active visitor.
Where Do Visitors Click?
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DATA INSIGHTS & ONLINE TRENDS: By Chartbeat
Nik Nadolski
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Cracking Dark Social
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DATA INSIGHTS & ONLINE TRENDS: By Chartbeat
Nik Nadolski
@chartbeat
Cracking Dark Social
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DATA INSIGHTS & ONLINE TRENDS: By Chartbeat
Nik Nadolski
@chartbeat
Cracking Dark Social
The problem of dark social is becoming more widely acknowledged
throughout the industry.
Dark social accounts for 20% to 40% of overall external traffic to
articles on the web. (We’re trying to do something about that)
Dark social traffic closely correlates in time with other attribution
sources.
Look carefully at traffic patterns among the articles on your site. You
can explicitly attribute much of this traffic to the correct sources.
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DATA INSIGHTS & ONLINE TRENDS: By Chartbeat
Nik Nadolski
@chartbeat
Cracking Dark Social
YAY!
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DATA INSIGHTS & ONLINE TRENDS: By Chartbeat
Nik Nadolski
@chartbeat
Engaged Time and Comprehension
A detail question asking about a fact from the first paragraph of the
article.
A detail question about a fact from near the end of the article.
An “attention check” designed to weed out respondents who were not
reading the questions.
A conceptual question asking for a summary of the author’s thesis
An opinion question relating to the author’s message.
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DATA INSIGHTS & ONLINE TRENDS: By Chartbeat
Nik Nadolski
@chartbeat
Engaged Time Affects Reading Comprehension
Readers spending more than a
minute were almost twice as likely to
recall specific facts about the article
as readers who spend less than 15
seconds (typical).
Readers who spend more time
engaged are more likely to agree
with the author’s conclusions
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Nik Nadolski
Chelsea Regan
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Woah… that was a lot of graphs.
QUESTIONS?
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Insights from Our Partners
Who gives a sh*t?
Experience on mobile matters.
Punting the social ball.
If they’re new, do they care?
18. Tony Haile
Nik Nadolski
@arctictony
@niknadolski
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Can We Make Quality Pay Online?
SUBTITLE WITH SOME EMPHASIZED WORD
DATA INSIGHTS & ONLINE TRENDS By Chartbeat
Nik Nadolski & Chelsea Regan
@chartbeat
Clicks are not enough; your most successful headlines
are those that grab users’ attention and position
engaging content. Engaged Headline Testing ensures
your headlines do both.
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19. Tony Haile
Nik Nadolski
@arctictony
@niknadolski
chartbeat.com
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Can We Make Quality Pay Online?
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DATA INSIGHTS & ONLINE TRENDS By Chartbeat
Nik Nadolski & Chelsea Regan
@chartbeat
Engaged Headline Testing
High clicks with low engagement might
mean that the headline didn’t
communicate the message of the article.
Is your headline too sensational, too much
of a stretch? Low clicks with high
engagement can tell you that the article
could use more exposure.
Have you shared it on social media, are
you linking to it from your home page or
other article pages?
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20. Tony Haile
Nik Nadolski
@arctictony
@niknadolski
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Can We Make Quality Pay Online?
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DATA INSIGHTS & ONLINE TRENDS By Chartbeat
Nik Nadolski & Chelsea Regan
@chartbeat
Engaged Ad Refresh
YOU HAVE QUALITY CONTENT. WHY NOT MONETIZE IT?
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21. Tony Haile
Nik Nadolski
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Can We Make Quality Pay Online?
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“View-ability provides us another proof point that
shows how our premium content creates highly
engaged audiences perfect for branding campaigns.”
— David Payne, Chief Digital Officer, Gannett
DATA INSIGHTS & ONLINE TRENDS By Chartbeat
Nik Nadolski & Chelsea Regan
@chartbeat
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22. Tony Haile
Nik Nadolski
@arctictony
@niknadolski
chartbeat.com
@chartbeat
Can We Make Quality Pay Online?
SUBTITLE WITH SOME EMPHASIZED WORD
DATA INSIGHTS & ONLINE TRENDS By Chartbeat
Nik Nadolski & Chelsea Regan
@chartbeat
If the audience is engaging with content while an ad is
in view, they’re more likely to meet and surpass the
one-second view-ability requirement.
Better performance will then increase demand for
those ad placements, thus making ads integrated with
premium content more valuable.
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DATA INSIGHTS & ONLINE TRENDS: By Chartbeat
Nik Nadolski
@chartbeat
Engaged Ad Refresh
Visitors have to see an ad for a
minimum amount of time before it
refreshes — a minimum amount of
Active Exposure Time.
Partners have increased their
viewable inventory by over 10% by
using Engaged Ad Refresh
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DATA INSIGHTS & ONLINE TRENDS: By Chartbeat
Nik Nadolski
@chartbeat
Engaged Ad Refresh
Carve more quality impressions
from the time an engaged reader
is spending on your site.
Create more viewable inventory
overall.
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DATA INSIGHTS & ONLINE TRENDS: By Chartbeat
Nik Nadolski
@chartbeat
Historical Reporting
Track each writer’s uniques, total
engaged time, section- performance
and goal-based stats.
Get site design guidance.
Replace the traditional, time-
consuming tools.
Pull custom reports that integrate
DMP audience demographics data.
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