social vs. time vs

8/3/2019 Social vs. Time Vs

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2/9/11 Social vs. Time vs. Buying (by @baekdal) #analysis

2/20aekdal.com//584861131E0B4649854B4F20F6DFA2652713F20E6D73

O daa ho ha adding ocial commece conen o a ie inceae ale b 18%, on

aeage. Thi daa i baed on o pane' pefomance aco all of 2010. The 18% inceae

i don o a hge 177% inceae in coneion ae, pl inceae in aeage ode ale and

iio en ae.

Thee i alo a ong poiie coelaion beeen ho long omeone pend on ie and ho

likel he ae o cone. Fo eample, people pending 5 o 7 mine on a ie cone a a

ae of 2.8%, heea people pending 13 o 15 mine cone a he ae of 7.1%.

The alo fond ha, fo podc aboe $320, 90% pend moe han 24 ho eeaching i. B he ae

no pending 24 ho looking a o podc on o ie, he ae onl pending an aeage of i mine.

B hen o ocial media o he mi, he ime on ie goe p o an aeage of 14 mine.

Baicall, ha Reeoo i aing i ha if o add ocial elemen o o ie (like eie, ha people a,

ho i i being haed ec), people ill pend moe ime looking a o podc, and h gie o an

inceae in ale.

The a he meaed and deemined hi a o look a he aeage ime-on-page, compaed o henmbe of page ie.

The alo fond ohe hing, like:

39% ill check ih hei fiend on Facebook befoe he b.

B onl 5% ill complee he pchae ihin Facebook.

38% Ue hei mobile o eeach he podc.

87% omeime o ala ead eie.

69% a ha he he eie moe hen bad eie ae inclded.

Noe: Reeoo poide hee ool o eaile, o he d i obiol biaed.

If o foge all he nmbe fo a econd, hi i a e ineeing d. I cleal indicae ha hee i a

poiie coelaion beeen adding ocial o o ie and conincing people o b a podc.

Tie age

Thee i, hoee, one e big poblem ih hi d - and I'm e o analic geek o hee hae

alead poed i. The poblem i "ime-on-page." I i one of he mo neliable meic ha e hae,impl becae e ae meaing he ong hing.

Almo all analical ool, inclding Google Analic, meae ime-on-page b looking a he daion

beeen page ie. Hee i ho i ok:


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Time-on-page i calclaed b looking a he ime i ake beeen page load in a ingle eion. In he cae

aboe, page one ha an aeage of 37 econd, page o ha an aeage of 1 mine and 26 econd, and

page hee i "no aailable" becae o don' kno hen omeone leae.

I ge een oe hen people onl ii a ingle page, hich i ofen he cae ih ocial affic. People ee

a link, ead he page, and en o Tie. In ha cae, o analic ill onl ecod hen omeone

aie. I ill no ecod hen he leae, and h o hae no meaemen of ho long he aed on he

page.

In eice like Google Analic, hee "no aailable" ime ae being diplaed a "0-10 econd", and he

el i a ahe dioed meic. Hee i an eample fom hi ie, on hich mo of m affic i ingle-page

ie. A o can ee, 86% of m eade ae (ongl) epoed a onl iiing he ie fo 0-10 econd.


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Noe: Yo nmbe ill be diffeen. Thi i j an eample...

A o can ee, boh he oal, aeage and median nmbe ae a off. Een if o hee o ame ha

"na" page hee he ame a he aeage fo he e of hem, ha old ill onl aie he aeage o 1:20.

Wiho he acal ime on page, o eall hae no idea. I i likel ha he oeall ime i highe, b i i alo

likel ha he eal effec i happening on ohe page han ha o migh hink (becae he ae ala he

la page).

Coelaion . Caaion?

In aiical em e ala hae o look a coelaion . caaion. In hi cae, hee i a ong

coelaion ha hen o add ocial elemen o o ie, omehing i happening ha lead o an 18%

inceae in ale.


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The ea ei i ha ha ehig i.

Ree cibe hi "ehig" a iceaed i ie ie. O e ecie ha b addig cia

eee, ee ed e ie eaig ab he dc, ad h ae e ie ed big i.

I i a ice idea, b I d hi ie ha ahig d ih i. Thee a a iceae he ieee ed a age. Y ca add a ide h ha ee hae cic hgh. Y ca add a

f ea e. Y ca ae i ad ea .

Ne f ha i ef, deie ha he a iceae he ie--age.

We ha hee i a ceai beee addig cia eee ad he eig cei ae. B I

d hi i i caed b "e ie ed."

I hi i i e ie ha he iceae i ae i caed b he cia eee ief. I i caed becae

ee ca ee ha he ee hi ab he dc. Thi add cedibii. I add iee. I add ,ad i add a ee f cii.

The ie eee i ee a eaed ide effec. I i he e f he ie i ae ead a cia eie.

The ea ie i' aca iggeig a effec. I i he ia eee.


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B, coldn' o a ha meaing "ime pend" i a efl meic conideing ha i ake longe o engage

ih ocial elemen? Well, e and no.

The poblem i ha he ime elemen i no likel o be he deciding faco.

Conide hi fo a momen. Wha if o cold inceae he ocial effec b 20%, hile deceaing he ime

people hae o pend deciding if he an o b o podc?

One eample. Le a o add ocial eie o o podc page. And o decide o ank hem afe

poplai. Thi i likel o ceae a poiie effec on ale, becae people can no ee ha ohe people

hink.

B ha if o decided o inead ank he eie baed on o peonal connecion. Ranking hem o

ha eie b fiend, and ohe people in o ocial cicle, ae lied befoe hoe of ange.

The poplai coe old be loe, b ih a mch onge peonal connecion. People old likel

ead fee eie, h pend le ime on he page, b becae i i no a peonal ecommendaion b afiend, o coneion ae old be highe.

I i he diffeence beeen "Hmm... ha do ohe people hink" and "Ahh... m fiend j bogh hi."

Noe: Thi i ho Facebook ok.

The poin hee, of coe, i no ha o hold neceail make i fae. The poin i ha o hold foc

on he ale of he ocial connecion. If ha mean people ill pend moe ime on o ie, hen ha' gea.

If i mean people going o pend le ime, hen ha' gea oo.

The deciding faco i ha o do o die p o coneion ae. Sdie like hi one fom Reeoo ae

e ineeing. I cleal ho ha hee i a coelaion beeen adding ocial elemen and an inceae in

ale - pl i inceae in aeage ode ale and iio en ae.


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Showing 8 comments

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Thomas Baekdal

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Kathrn Rose

Thomas Baekdal


9/20



Thank Kahn, Glad i a efl. One big poblem ih ocial analic i ha e don'

hae ool ha meae i diecl. We ala look a omehing ele. Like hen people look

a efee o jdge ocial affic (hich fo Tie i omehing like 10-20 ime off).

Inead of figing o ha make he diffeence, people look a hee mol nelaed a

and hen conclde ha if hi a ie, i m be he cae. I almo nee i :)

...and e, aicle abo Facebook hopping coming (hi eek if eehing goe a planned)

Gea aicle, e inighfl.

The ime on ie ie ha been diced oe and oe in he eb analic ind. I old j like

o make one claificaion egading Google Analic: ime on page i no "he daion beeen page

ie" , i i he daion beeen call o Google Analic. Thoe *can* be e diffeen hing. I i

afe o ame ha ime on page i he daion beeen page ie fo a defal Google Analic

implemenaion, b man ie ae alead ing hing like Een Tacking (hich can be ed o

meae click on JS bon o AJAX ineface) o Tack Social (ack click on ocial icon) o

ohe non-defal call o Google Analic. A companie ge moe adanced in em of Analic,

hei daa ill be moe accae.

A paenhei, fo adanced implemenaion, i i poible o add a dmm een o ebie, ing a

JaaScip fncion, hich ill igge he Google Analic code ee econd. Thi old make

conen ie "ime on page" meic a moe accae.

Daniel Waisberg

Daniel, o make e good poin. One h I e Chabea i becae i "pinging" he a

ee coninall. On ome da, he Chabea ime-on-ie i almo he eac oppoie of

ha GA epo.

Thomas Baekdal

Thank o, Thoma, fo poiding ch a deailed beakdon and dicion of ha ma be going

on hee.

Tim Leighton-Boce


10/20



M Subscribe b email RSS

Check out m new book: THE SHIFT - from print to digital and beond? Free for Baekdal Plus

subscribers, $8.79 on Amaon.

As Daniel points out, it is possible to obtain much more accurate information about time on page if we

want it. But that would still not provide us with an insight into what the visitor to the site was thinking

at the time (obviousl!) and so the correlation sas nothing about causation.Studies like the one ou

cite are more interesting than the endless flow of surves pumped out b vendor PR departments. But

the still require the kind of thoughtful analsis ou have provided. And the seldom get it.

Thanks Tim. One thing I reall miss with analtic tools of toda is a measurement per person

over time. E.g. I'm thinking about buing a new Mac... and I have probabl visited Apple's

website 15 times over the past two months, but still haven't decided. I want to be able to

track that over time.

It is same here on Baekdal.com. It takes a ver long time to convince people to subscribe to

become Baekdal Plus subscribers - requiring most people to first become loal readers. But I

have no idea how man articles someone read, nor which ones the are, before it triggers

people into subscribing.

I onl have no. of repeat visitors and a path per session (which is often onl one article per

session).

Thomas Baekdal

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