Archive for the ‘Know Our Products’ Category

Data is addicting. Like a “runner’s high,” it’s a great feeling when you get that data moving in all the right directions. And the same principles that guide a dedicated running practice can also inform your data culture: look at your data in doses, meaningfully measure how you’re doing, change your routine, measure again, and stay consistent.


Website traffic is moving away from the homepage: most people around the world get their news via mobile devices. In the U.S., engaged time on mobile devices is about
30% greater than on desktop. In an increasingly mobile-first world, understanding how to maximize your mobile audience’s engagement can lead to that repeat effect.


And in comes one of the biggest buzzwords of 2016: “Distribution.” Most of this huge mobile audience is viewing content on new distributed platforms like Facebook Instant Articles and Google AMP — check out the
report from our Lead Data Scientist, Dan Valente backing this up!


Let’s clear up a few things you probably already know:

  1. Facebook Instant Articles aren’t hosted by you – which means you don’t have too much control.
  2. A Google AMP page is your site – meaning you have more control over it.


When you look at the Chartbeat Dashboard, they aren’t bucketed in the same distribution category exactly for that reason: Facebook Instant and AMP articles cater to two separate audiences.

blog-post-distribution

What these platforms have in common is that they were created with the reader in mind to provide a faster, more seamless user experience.


According to our very own
Tony Haile, the average bounce time for a new visitor is 15 seconds. If your site loads slower than that, you’ve already lost your audience before they even reach your content. The average AMP load time is 1.05 seconds. Huge difference: you’re now getting the most out of your traffic by making sure your audience can engage with your quality content in the quickest way possible.


And we’ve seen the payoff from keeping the reader in mind: readers on Instant Articles and AMP pages have an average engaged time of 53 and 52 seconds, respectively, compared to 46 and 38 seconds for regular Facebook and Google traffic referrals. Take that bump in engaged time to recirculate your audience through
your site; include those inline links to other articles.

 

Every indicator in the Chartbeat suite of tools leads to a different understanding of your audience and prompts a different action with your content. Our goal is to provide you with the tools you need to be data-confident in those actions, and this means staying up to date with the industry. With our Instant Articles and AMP integrations, you can be completely confident about adopting these new platforms, because you’ll still have the data you need to understand their unique audiences.


Take cues from Chartbeat tools to measure your efforts and audience, make changes to your content and distribution strategies, measure how those changes affect your traffic and audience engagement, and repeat: soon enough, you’ll be a well-oiled data machine.

Not set up with our Facebook Instant Articles and Google AMP pages integrations yet? We’ve got you covered. Check out the Chartbeat docs to help you set it up: Chartbeat Integration Support Page.

Audience development is about the long game – it’s a marathon, not a sprint. It’s about how the day-to-day successes of individual stories can replicate on a site- or publisher-level, and this can’t be done without first benchmarking team performance against bigger, organizational goals like audience engagement, reach, or revenue.

It’s not just about clicks, or engagement, or concurrent spikes. It’s about optimizing every step of the growth funnel: going from acquiring clicks to converting a new visitor. That’s where editorial analytics come in.

With Chartbeat Publishing, audience analysts can:

 

Take Control of Your Data Logs

Chartbeat Report Builder, our customizable historical reporting tool, enables audience analysts to really dig into the long-term audience behavior trends. Create flexible, custom historical reports according to the criteria and metrics of your choosing.

 

Benchmark Performance Like a Champ

Historical data is the evidence you need to validate or disprove assumptions you might be making about your audience. If you think your site works a particular way, does it actually? Use Report Builder to look back over a week, a month, even a year, and put those assumptions to the test. Mining your historical data with Report Builder can show you whether the little actions taken in real time are summing into larger change.

By subscribing to specific reports, you can have reports sent straight to your inbox automatically on a recurring basis. This gives you a much better sense of week-to-week, month-to-month, or even quarter-to-quarter performance.

 

Build a Collaborative Newsroom Workflow

Report Builder gives you the opportunity to easily share reports with anyone else on your team with just the touch of a button. The days of manually emailing spreadsheets out are gone. Report Builder also helps you inform the rest of the team about what’s working, and more importantly, what isn’t. By being the gate-keeper for historical data, it’s up to you to help the rest of the team create, adapt, and improve ongoing strategies. Align your team around meaningful audience development goals and give everyone the data they need to succeed.

When your whole team is aligned around common tools and meaningful metrics, performance management isn’t just tisking and tasking. It’s about uniting everyone in the newsroom within purposes larger than themselves.

 

Want to see how other team members can put Chartbeat tools to work? Check out the stories for content creators, producerssection editorshomepage editorsmobile editorsvideo editors, and social media managers

For more information on how Chartbeat Publishing helps Audience Development teams make it big, reach out to productoutreach@chartbeat.com.

You’re the real-time maven. Your queue is faster, your backlog is always changing, and you’re constantly adapting moment to moment. But you aren’t just changing things on a whim – by monitoring the Chartbeat Editorial Dashboard, you can make informed decisions to boost social performance.

For instance:

 

Can performance in one region help you adjust strategies for another?

By digging into “Location” on your Dashboard, you may notice hourly trends by reader location. If a story did well with your US social audience in the morning, try a similar promotion strategy when it’s evening for your UK and Europe audiences.

 

Are readers from certain referral sources more loyal than from others?

The Dashboard breaks down readership by “Traffic Sources” and “Visitor Frequency.” Pivoting on both of these criteria is a great way to craft your strategy for converting social visitors. For example, you might find that much of your Facebook audience is loyal, in which case you could promote on other channels to capture new readership.

 

Are there any opportunities for me to create native content?

See what content is accruing organic traffic and recraft it for promotion across all sorts of social platforms. Are there any opportunities to push content further by creating native content for specific channels? Social consumers have more than one social media account and will likely engage with your content across many of them.

 

Are social visitors actually reading what they’re clicking on?

Have a lot of articles where shares and likes are high, but engagement doesn’t seem to be lining up? Use the Scroll Depth Indicator on Chartbeat Heads Up Display, a screen overlay that displays real-time visitor data on top of home, section, or article pages, to find where readers are dropping off within these articles, and place inline links to keep readers reading.

By turning to the social-focused sections of the Editorial Dashboard, such as “Traffic Sources” and “Tweets by Traffic,” social media managers can use the Dashboard to inform their real-time decision-making. By zeroing in on specific audiences — whether pivoting in on Twitter visitors from the UK or loyal visitors from Reddit — you can continually hone and adapt your social promotion strategy.

 

What about those distributed platforms?

We’re integrated with Facebook Instant Articles and Google AMP pages! This means you can assess exactly where your audience is consuming your content in real time. Pivot the entire dashboard to just see traffic from Facebook Instant Articles, or use Report Builder to see over-time trends in your Instant Article audiences.

 

Want to see how other team members can put Chartbeat tools to work? Check out the stories for content creators, producerssection editorshomepage editorsmobile editors, and video editors

For more information on how Chartbeat Publishing helps Social Media Teams keep it trendy, reach out to productoutreach@chartbeat.com.

Online publishers know too well how the unpredictable media landscape challenges their growth; shortened attention spans in a fickle and content-saturated environment make it hard for your content to catch on. Getting someone’s attention is difficult — what do you do once you have it?

Creating quality content isn’t the only goal. Page layout is critical for capturing a user and keeping them moving through your site. It’s integral to open doors to your content for them to walk through. Readers on your page are hungry; they may come for one thing but are usually interested in more. If they move onto additional content the time they’re spending with you is multiplying and the longer they engage with you the more they associate with you as a go-to source.

This is where Recirculation comes in: it measures how much of your audience went from one piece of content on your site to another. It indicates the quality of your strategy for keeping readers moving through your site and ensures that none of your content is a dead end to their journey.

 

Recirculation in Action

The Heads Up Display tool is a great way to assess how well your article page layout promotes user Recirculation.Your site-wide recirculation turns red, you’re underperforming your expectations. We know that means one of your top articles is a traffic leaking machine, a dead-end on your site where visitors aren’t continuing on, a missed opportunity to better capture your audience. Select the top few pages to find the hole and inform your next steps. With the scroll depth indicator you can easily see how far down the page most users are actually reading and maximize the space above the drop-off point. Every audience is different so you should develop a link strategy that works for you. To get started, check out these insights our data science team gathered from a study of almost 300 publishers:

Screen Shot 2016-06-24 at 3.23.04 PM

  • The majority of clicks happen just above the fold at page depths of 400 to 600 pixels, where most main content links typically live (as seen in the graph above)
  • Larger links (including linked headlines) correlate with higher click-through rates
  • Sites with links placed more closely together perform about 2.5x better than sites with more pixels between links

All in all, these statistics indicate that a few large links interspersed with many smaller, closely spaced links will result in the best recirculation.

 

Put it to Work

You can also track your audience’s journey by selecting an article in the Dashboard and checking the recirculation section beneath the graph. Take this example:

Screen Shot 2016-06-24 at 4.24.08 PM

The first page listed shows us that 14 were reading “British Scientists Discuss the European Union” and recirculated directly to “Google Searches Suggest Many in UK Don’t Understand Brexit” and are still there right now.

To track the success of these strategies historically, look at the internal navigation path filter in Report Builder to build a list of additional articles your audience moved to from a given story. Try adding metrics such as average and total engaged time to get an idea of what was most interesting to these users.

Screen Shot 2016-06-24 at 4.59.48 PM

Is there a topic or a time-of-day connection? Use these patterns to inform and adapt your link strategy and use Chartbeat tools to monitor your strategy’s success.

We highlight Recirculation because it provides insight into the quality of your users’ experience with your site beyond the first article they read. The idea is to get people moving throughout your content instead of bailing to their Facebook feeds or to Google and leaving you to fight the SEO battle. We know it’s hard to get a user onto your site; optimizing Recirculation ensures you are doing your best at keeping them there.

Want to dig deeper into Recirculation? Reach out to my team at support@chartbeat.com.

On the client support team we spend our days consulting with clients big and small to make sure they’re getting the most out of their Chartbeat tools – so we get asked a lot of questions. One question that keeps finding its way into our inbox that never fails to give me pause:

Why don’t I see a count of total visitors to my site?

This question misses the fundamental point of Chartbeat’s real-time philosophy. Our core metric for measuring audience size, concurrents, doesn’t represent a running total – and that’s on purpose.

 

The Value of Concurrents

There are a lot of misconceptions and ‘almost there’ definitions of concurrents, so the first thing I want to do is set the record straight: one concurrent equals one open window on your site, and only when that visitor closes that window do they stop counting. Concurrents are not a measure of pageviews per minute, and they do not assume a visitor will be engaged for any given amount of time.

Concurrents diverge from other event-based analytics methodologies in that they don’t assume a visitor will have a set session length — Google Analytics, for example, automatically attributes a session length of five minutes to each visitor, even if they leave after just 30 seconds.

This kind of system inevitably misreports who is on your site and inflates the metrics on poor content while undervaluing highly engaging longer stories.

With Chartbeat, on the other hand, you always know whether or not visitors are still reading your content.

 

A Closer Look

To really understand the value of using the concurrents metric, let’s look at an example within a rapidly growing traffic segment: mobile visitors.

Tracking mobile concurrents in Chartbeat completely excludes all pages, tabs, and applications that are running in the device’s background. While it’s easy to toggle between windows and tabs on your desktop browser, you almost never do that on a phone, so we only report readers who are currently looking at your content.

To illustrate this difference, let’s say that during the middle of your workday you sort your dashboard by “mobile” and check the top three or four stories. You may see something like this:

 

Where_are_the_totals__-_Google_Docs

 

The top three stories have a similar number of mobile concurrents, but one of them, Story 2, has a significantly lower average engaged time. If the audience on Story 2 is only spending a fraction of the time on that page, it’s probably also racking up pageviews at a much higher rate in order to stay in the top ranking.

In a different analytics tool you may see Story 2 as the strongest at the top of a standard “total pageview” report. However, both Story 1 and Story 3 are far more valuable for your mobile audience — those are the stories that are most engaging to your readers.

So what exactly does this mean for you? The best action to take at this moment would be to maximize exposure to Stories 1 and 3 among mobile readers and overall. A friendly reminder from your data-science team at Chartbeat:

 

Readers who spend three minutes engaging with content are twice as likely to return to your site in the next week compared to visitors who only read for one minute.

 

Analytics services that inflate the pageview totals or over-report active visitors shouldn’t inform your content strategy. In this case Story 2 gets the most clicks, but Stories 1 and 3 are the real winners for mobile readers. With so many different kinds of metrics out there, it’s important to be critical about what you’re trying to measure and how you plan to use that to your advantage.

If you want to talk shop, reach out to my team at support@chartbeat.com or read up on some related content about the tools in your toolbox here.