You’ve heard this story before—boy graduates college, boy moves to New York, boy starts working at a tech startup full of cool nerds, boy finds a career path.Read the rest of this entry »
ONA is always a blast, but Chartbeat had an especially great time this year in Los Angeles. It was, as you might say, hella rad. Our team loved hanging with you in the Midway, talking about audience building (check out the full audio recording!!) in Pacific Palisades, and meeting some of the coolest digital journalists and editors out there. You can check out the slides from our session here.So what was everyone talking about?
Whether it was Richard Gingras of Google News or our very own Tony Haile, everyone agreed that mobile matters. A lot. Our own research has shown that the predominant actions on desktop and mobile are not parallel — 90% of the time an event is fired on a mobile device, it’s a scrolling event even though that’s only the case 40% of the time on desktop. Even more evidence that publishers have to be quick on their mobile feet, especially with the rise of Dark Social.
Monetizing Quality Content
Mark said it best:“Can You Have Their Attention Please,” Nik and Tony demonstrated the power and promise of Engaged Ad Refresh as one answer to that question. By refreshing ads only after they’ve been viewed by an engaged audience for a minimum amount of time, publishers can create viewable inventory and charge premium for their eye-keeping inventory.You can listen to the entire session here. And we weren’t the only ones who thought this was pretty great :)
Now we don’t like to brag. But our sponsored session was truly humbling. We love to see the data nerdery spreading, and we’re always happy to talk engagement, audience building, and anything metrics.
Chartbeat and chill :)— Media Steph (@Media__Steph) September 25, 2015
Attention Metrics in the Classroom
At our booth, we got the chance to chat with some superb young journalists, members of the ONA Student Newsroom, and undergraduate communications students from around the country. It’s not every day we get to meet the next generation of world-class journalists. So, when we saw how excited they were already about attention metrics, we got pretty excited ourselves. As newsrooms embrace attention data, so too do journalism students.Learning the importance and functionality of metrics early on can only prepare students to be even better writers, editors, and internet advocates. That’s why we’ve recently partnered with Camayak to give Chartbeat access to twelve campus newsrooms.
Online Harassment and Digital Journalism
Finally, if you missed the Keynote discussion on gendered online harassment, you can check out a recording here. It is important beyond describing. Go watch.
Can’t wait for ONA16? Neither can we. Until then, you can can relive the glory of ONA15 with the full audio recording of our session “Can You Have Their Attention Please?”
In the meanwhile, come find us at Advertising Week! We’ll be at IAB MIXX today and tomorrow. On Thursday, our CEO Tony will be speaking at Viacom’s “The Attention Experience,” and on Friday, our Chief Data Scientist Josh will be speaking at DataPoint NYC. Yup, it’s gonna be a crazy week.
This is the first post in a series on how we used the design process to understand, define, ideate, and build a brand new support site.
My favorite part of being on the Chartcorps, our client support team, is that all of my teammates genuinely care about and empathize with our clients. We don’t just train editorial and advertising teams, debug code implementation, and provide general support — we’re always trying to build a better product experience for all Chartbeat users.This starts with customer feedback. At Chartbeat, and especially in the Chartcorps, we’re all about using data to drive decisions. So, my Chartcorps teammate Sam and I decided to team up with our designers to critically approach the challenge of creating a unified support experience. In doing so, we learned why design collaboration and a comprehensive support system are integral components for any software product.
Beginnings of our brainstorming process
Phase 1: Understand
One of the fundamental problems we wanted to solve for was the lack of a centralized location for Chartbeat’s support resources. We noticed, as a team, that we frequently received similar questions from our users — often about where to find implementation instructions or how to learn more about our data science.While of course we love talking to our clients, we came to realize that one-on-one client communication (for any and all issues) is not a scalable support model. We also took into account that many users were probably trying to find the answers to their questions without having to email the support line.
An example page from our old resource site
The content library we had at the time was difficult to navigate. The majority of implementation docs were static PDFs. Educational videos and case studies were scattered across different shortened links. Version control, maintenance, and innovating new support methods were confusing and cumbersome.
So we took a step back and re-evaluated. How could we make communicating and answering our clients’ needs a more efficient process across multiple channels?
Phase 2: Define
Before putting anything down on paper, we first needed to figure out exactly who we were designing for. Since our customers have extremely diverse sets of roles, workflows, and team sizes, the Design Team suggested we use Job Stories as a way to approach this problem. This meant ignoring user personas and instead defining what ‘jobs’ people were ‘hiring’ our support site to do.
A job story format (Source: Medium)
We talked through a lot of examples of why someone would come to a Chartbeat support center and what outcomes they would be expecting. For example:
We weren’t trying to design just for “developers”, “homepage editors”, or “account admins”. Instead we wanted to design a single support experience that offered everyone an intuitive path to their expected outcome, whatever that may be.
Phase 3: Ideate
Then came our first big challenge: to step out of the comfortable realm of client experience and feedback, and into the creative and practical world of UX design. Enter, the whiteboard.
New Chartbeat Support Site
Now that we outlined the basic structure, we turned our attention to the smaller details:
We started this project as an opportunity to solve a very real problem for our client base and brush up on our technical skills, but we knew that if we were going to take the time to build a whole support center, we had to do it right.This meant committing to the entire design process — something we didn’t know would be so challenging. Fortunately, we had the support and experience our Design Team to guide us and give us feedback along the way.
Stay tuned for part two. Next week, Sam will get a little more technical and talk about how we prototyped, built, and tested our product.
ICYMI: Last week, our Chartcorps and Data Science teams hosted a Q&A webinar covering the latest mobile research from our spring Quarterly issue. You can check out a full recording of the webinar (or read the Cliff Notes version) here.
You asked, we answered.
Attendees asked lots of great questions during last week’s mobile research findings webinar—some of which we didn’t have a chance to answer during the live Q&A session:What are some strategies for increasing pageviews per user on mobile devices?Whether you’re promoting your site on social media or deciding which articles to put on a landing page, consider sending traffic to pages with high mobile recirculation, which tend to drive readers further into your site. Filter on the “mobile” platform in the Chartbeat Publishing Dashboard and sort your Top Pages section by Recirculation to quickly see which articles are doing the best at driving your audience deeper into your site.To increase mobile recirculation on a particular page, take a look at where mobile visitors scroll to before leaving, either in real-time with the Heads Up Display or historically with Report Builder.
How can digital publishers tailor content better for mobile platforms?With mobile platforms, the best way to optimize for your audience is to make sure that the most viewable part of the page—just below the digital fold—is set up for success. Are you giving your audience a chance to move on to additional content before that first big drop off? And if they do drop off after that point, are they at least leaving with a strong takeaway from the article?If you’re constantly tracking your mobile audience, you’ve probably also noticed trends in terms of which referrers typically send traffic via mobile devices, and even what time of day you usually see the highest amount of mobile traffic. These insights can all inform you on when and where to promote your mobile stories.
Track the second-by-second, pixel-by-pixel attention of your audience with our Editorial Dashboard.
Have you noticed a difference in mobile consumption with the increased popularity of “phablets” — larger screen phones like the iPhone 6 plus or the Galaxy Note 4?Right now we break down devices into three categories—desktop, mobile, and tablet—so we haven’t looked at any trends yet in the various kinds of mobile devices, but we’ll keep it in mind.
What kind of correlation have you seen between scroll depth on landing pages and pageviews per visit?We haven’t done a study on this correlation yet, but if you’re using the Report Builder tool you can build recurring reports tracking pageviews and unique visitors for a specific page. Set metrics to “pageviews” and “unique cookies” and set a page path filter equal to “/” — the path of your homepage — and filter on device type equals mobile. That way you can keep track of the numbers for your own homepage day in and day out and discover any trends that might be unique to your own audience. (For more tips and tricks check out Report Builder 101).
Already familiar with Chartbeat Engaged Headline Testing?
Hop down to our 101 section for tips on how to get the most out of your headline tests.
BUT, WHAT IS ENGAGED HEADLINE TESTING?Engaged Headline Testing is like a laboratory. In this lab, you run the experiments. You determine the variables. But we provide the measurements. Our algorithm handles the heavy lifting. Engaged Headline Testing maximizes the effectiveness of your content by combining your own editorial expertise with real-time performance metrics.
You’ve got the great content—but are people seeing it? Are you driving readers to your most engaging content—the content that will keep them coming back again and again? Engaged Headline Testing helps you get to know your audience on a deeper level and promote your content with headlines that you know are more likely to grab—and keep—readers’ attention.
You’ll know which headlines resonate best with readers so you can increase engagement—and improve headline writing in the process.
WHAT MAKES ENGAGED HEADLINE TESTING UNIQUE?We understand that audience attention is an important measure of success. Chartbeat Engaged Headline Testing identifies not only the headlines that are being clicked on, but also the ones that lead to engagement with your content. Using our Quality Clicks metric, the testing tool tallies the clicks that correspond to a user actively engaging with your content for at least 15 seconds after clicking the headline.
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.
The setup is simple: pick a story that you want to test headlines for, enter a series of different headlines, and launch the experiment. Chartbeat then serves those different headlines to your audience and measures how many clicks each version receives—and more importantly how much Engaged Time those visitors spend consuming the content. Tests run in real-time, weighting the winning headlines based on what’s driving the most post-click engagement with each audience.
HOW DOES IT WORK?
Ready to upgrade to the Engaged Headline Testing tool? Let your account manager know—or shoot us a note to learn more.
Headline Testing 101
WHAT SHOULD MY EXPERIMENTS LOOK LIKE?Since a headline test is an experiment, you should structure it that way — hypothesis, variables, results, and conclusions.1. Leverage your own experience and insight. When deciding on headline variants, consider what kinds of headlines have been successful in the past. Maybe one that’s interrogative, one with numbers, and another written in the second person.2. It’s multivariate headline testing after all, you’re not limited to two choices. Pick a series of different kinds of headlines, at least 4 or 5. And make sure they’re different.3. Make sure your headlines are different. You’re testing to see how your audience reacts to different styles and tones, not slight changes in word order or punctuation. 4. Analyze your results. Look back at those headline writing strategies you started with. Were your hypotheses correct? Every time an experiment completes, you have a chance to learn a little bit more about your audience’s preferences and how they respond to different styles of headlines. Which approaches were more successful? Under what conditions? Do certain approaches work better against certain content topics (e.g. sports or tech or entertainment)?
Chartcorps Insight: 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?
5. Apply your findings time and time again. Some of the best headline testers write wrap reports and have daily meetings to go over results. Creating and sharing a summary of the insights you gained from previous experiments helps all editors and content producers benefit and learn.6. Test again.
And again. Test deliberately and in ways that confirm or deny a single hypotheses.
WHAT ELSE SHOULD I KNOW ABOUT ENGAGED HEADLINE TESTING?
Ready to get started with Chartbeat Engaged Headline Testing? Want to learn more? Get in touch.