Did you miss last week’s webinar on mobile findings from the new Data Science Quarterly? Saw it and want to review the fundamentals? No fear. You can watch Andy and Chris here.
Want the quick scoop? Here’s a recap of their discussion:During the webinar Chris from Chartcorps and Andy from our Data Science team walked through the latest research from our new Data Science Quarterly to help you better understand the data and leverage the insights we’ve found. Particularly, they talked about viewability and user behavior in a mobile context. Some questions they considered:
The most viewable part of the page for mobile browsing is just below the digital fold, but for desktop browsing it’s above the fold. Nevertheless, the majority of users exit near the fold on both platforms.For mobile, we see a lot more scroll depth (vs. desktop). At certain points on the page, there are pronounced peaks in active users. Andy explained this incongruity in terms of scrolling methods: on phones, users tend to scroll in more discrete chunks, whereas on desktops, scrolling is much smoother. As a result, mobile users tend to scroll much further down the page.Because of the unique nature of mobile scrolling, ads that must be reached by scrolling a few times see an uptick in viewability.That said, it’s important to note that scroll depth is a proxy to viewability—a user might scroll to the bottom of the page so quickly that the ads do not qualify as viewable.
THE KEY TAKEAWAYS
HOW CAN I USE THESE INSIGHTS?When you understand how your audience consumes content, you can better adapt to create a more engaging experience. If, for example, you know where on the page reader engagement is coming a halt, you can adjust elements on the page or rework your actual content to keep your audience actively reading.These are the kinds of insights and tips we prioritized when building the new Heads Up Display. Chris closed the webinar with a sneak-peak of the new Heads Up Display and all its features—many of which are mobile-focused. In real time, you can analyze what mobile users see, how they interact with the page, and, where they are spending time on the page.By pairing real-time metrics like Engaged Time or scroll depth with historical data from our Report Builder tool, you can instantly act on opportunities—and learn from those actions to build out future strategy.
PUT THE DATA TO WORKSince you know that scroll depth is strongly linked to viewability on mobile devices, you can build historical reports to evaluate which mobile pages correlate with those metrics. Using Report Builder, you can see a ranking of your most scrollable articles: create a one-time report using a “device type equals mobile” filter, select “scroll starts” and “average scroll” as your metrics, and group by “page path”.You could also investigate a specific article’s mobile performance by setting its page path as a filter. That way you can track it day in and day out to see if any changes you’re making to the article’s layout are affecting users’ scroll depth. (For more sample reports check out our Report Builder 101 post).
For the whole shebang, including more historical reports, watch the full webinar.