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 | PRODUCTOUTREACH@CHARTBEAT.COM

That’s just some of what the new Chartbeat Publishing can do.

We’d love to show you more.