Growing an audience is about doing two things: getting new visitors in the door and getting them to come back. Many websites can successfully pull off one of the two, but it’s far more difficult pulling off both. If your goal as a publisher is to convert your fly-by visitors into die-hard loyalists, then you need to successfully meet both challenges. That’s where we come in.
Take a look at your Chartbeat Publishing Dashboard's “visitor frequency” module:
As you can see here, there are currently 7,734 new visitors, 8,424 returning visitors, and 6,274 loyal visitors on this website. Here's a quick refresher on those definitions: New visitors are the folks in your audience who are visiting the site for the first time in at least 30 days. Loyal visitors have visited on eight or more days of the last 16 days. And returning visitors fall somewhere in between; they've been here recently, but not with enough frequency to be considered loyal. Understanding the composition of your audience is key. Here’s why:
Often times, a website will have a high number of new visitors and a low number of loyal visitors, as is the case here. That means the website is doing a great job attracting new visitors, but it needs to work harder to bring folks back again. If you’re in this camp, you need to develop a retention strategy. Even a simple newsletter can go a long way.
Conversely, a website might face the opposite challenge: a low number of new visitors and a high number of loyal visitors. That means there’s a solid core audience, but the website isn’t doing enough to broaden that base of loyalists. That requires the development of an acquisition strategy, and a stronger social media presence might be in order.
Of course, as you click to pivot on any one of these segments, you might notice that different articles or types of content are resonating among each segment. In other words, some content may do a great job of attracting new visitors whereas some pieces may sustain your loyal readers. To go one step further, you can look at the composition of your audience as it relates to the sections of your website. For example, Sports readers may come every day during football season, but Opinion readers may only come through Facebook once a week.
So, how does your audience stack up? Let us know at firstname.lastname@example.org.