Archive for the ‘The Chartcorps’ Category

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:

  • What parts of the browser page are most viewable?
  • What is the relationship between scroll depth and viewability?
  • How are mobile and desktop viewing experiences different?


  • THE KEY TAKEAWAYS

    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.



    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 WORK

    Since 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.

    We also had some great follow up questions from our webinar attendees. Check out the answers from Andy and Chris here.

    Questions about the data? Shoot Andy an email. Want to know more about our Heads Up Display or Report Builder Tools? Get in touch.

    But, what is Report Builder?

    One of Chartbeat’s core beliefs is that your data should work for you; real-time updates to drive decisions and historical trends to better inform strategies. Report Builder is our latest push to help you understand how the actions you apply in the moment pay off over time.

    In addition to our pre-built daily and weekly reports (Perspectives), Report Builder now gives you complete freedom to create custom reports with the metrics and filters you need to evaluate and measure the success of your unique goals.


    So, how do I use it?

    Each report is generated by inputting a combination of:

  • Metrics: the actual data point that you’re interested in seeing (e.g. Average Engaged Time, unique impressions, or scroll starts)
  • Filters: a certain breakdown that you want to focus on in your reports (e.g. you want to see the data for just a particular section, referrer type, or page path)
  • Group by: how you want to organize the data that’s returned to you (e.g. you want to group your data results by city, loyalty types, or a series of hours throughout the day)
  • Report Builder’s functionality is as limitless as your imagination—you can create any number of reports to help you better evaluate your content’s performance.



    To get you started, let’s take the following question that editors commonly ask:

    Over the past week, which articles have had the highest average engagement, and how does that compare to the amount of traffic they received?

    With Report Builder, we can set:
  • A one-time report over the last 7 days,
  • metrics as Average Engaged Time and unique cookies—because we want to compare quality time to simple unique visitors,
  • and group by page path—so that we get the engaged time and unique cookie metrics sorted by a given page path (the reported URL that comes after the .com)
  • Report_Builder_-_Chartbeat
    And now we can see the most popular pages from the last week showing exactly how much traffic and Average Engaged Time each received.

    But why stop there? Add another group parameter like section or author, and you’ll be able to see which sections or authors those popular pages belong to.

    Report_Builder_-_Chartbeat

    Or, if you see a high performing article that catches your eye, try filtering on that page path, and you can start building reports for that specific article.

  • You can group by referrer type to see which traffic source drove the most attention to that article,
  • or by hour to see how attention changed throughout the day.
  • Report_Builder_-_Chartbeat

    What other reports can I make?

    The sky’s the limit. It all depends on what you want to know.

    Want to track your audience’s internal navigation from the home page? Plug in the specific metrics you want to evaluate (e.g. Average Engaged Time, unique cookies) and group by internal navigation path and page path.

    You’ll get a historical look at how people were navigating from page to page on your site—and see how much time they spent there.

    Report_Builder_-_Chartbeat

    Notice any trends or connections between the content? Use this data to adjust your link strategy: change the way you link your content together to optimize recirculation and keep your audience engaged—and likely to come back.



    What else can I do with this tool?

    Do you build a report that you want to download into a spreadsheet every week? Go further with the API endpoints and program a spreadsheet to automatically call and receive the same report over and over again for your team to use.

    And, in case you missed the Report Builder launch webinar and are looking to get inspired, you can check it out here on the Chartcorps Support Site.

    Stay tuned for more tips, best practices, and advanced report ideas.

    Don’t have Report Builder yet? Contact your account manager or shoot us an email to get set up today!

    chartcorps-challenge

    Day in and day out, you’re working hard to build your returning and loyal audience. You’re publishing tons of high-quality content. You know it’s great content because your visitors are spending lots of time engaging with it, and they’re coming back for more of it. The question I have for you is this: Are you making your best referrers work hard for you? Are you leveraging the best social channels to get your best content in front of the best audience?

    To answer that question, let’s talk about your traffic sources, sorted by conversion quality.

    conversion-quality

    If you’re a Chartbeat Publishing user, you probably already know that the right-hand side of the dashboard gives you the real-time low-down on how many concurrent visitors are coming to your website, and also which traffic sources are responsible for driving that traffic. What you might not know is that you can go even one step further: When you use that little drop-down menu in the top-right corner and filter by “conversion quality”—boom! Game changer.

    Now all your referrers are instantly sorted not by the number of concurrent visitors they’re delivering to your site, but by the percentage of visitors who have returned to your site after being referred a first time.

    Now let’s talk specifics: Facebook and Twitter. See how Facebook is driving almost 4x the number of concurrents, but Twitter’s conversion rate is 14% higher? This should get you thinking about which channels matter more to building audience loyalty.

     

    It stands to reason that because people who come from Twitter are more likely to return, if you can get a lot more traffic from that referrer, you’re going to be more effective in expanding your segment of returning visitors.

    So how do we make that happen? Now that you know visitors from Twitter are more likely to return, you can focus more of your time and attention on that social network, and you can get more of your most engaging content in front of that audience. Sort your Top Pages by Engaged Time, and look out for articles with retaining badges—these are the highly engaging stories that are ripe for the tweeting.

     engaged-time-sorting

    How about for ol’ Facebook? It’s still doing a great job at getting people in the door, so let’s make sure they stick around. Pivot on Facebook, see where those big numbers of people are spending time engaging, and make sure those pages have great links for recirculating. Bonus tip: Since you know what kind of content brought them to your website, you can hold their attention by connecting them to similar articles. Clever, huh?

    There you have it—quantity meets quality. Building that loyal audience one real-time decision after another.

    chartcorps-challenge

    Wait! Before you tweet that awesome story, think: Have you done everything you can to capitalize on the instant exposure? With your Chartbeat Publishing Dashboard as your trusty sidekick, you can find the best content to share in terms of audience and Engaged Time before you ever post or tweet, and then watch the traffic roll in real-time. But you should also make sure those stories are optimized for the best experience of those who visit. Let’s consider an example. We pivoted to see what Gizmodo’s new visitors were reading, and noticed the top article: “If You Want to Watch Game of Thrones, Maybe Just Pay For It.”

    Chartbeat_Publishing_-_Dashboard

    Of course, you would pick this story, maybe fine-tune the headline, and then whip up a witty tweet, but you might also want to take a minute to set up the best page possible for this new audience. Don’t miss this opportunity! Before you take that story to the tweeple, spend a minute curating it for the influx of new traffic that we’re sure to see. Start by loading up the page in the Heads Up Display and then find your digital fold, i.e. “most visitors don’t read past here.” Then, embed links to related content that you know will lead to more recirculation and increased engagement. Notice how Gizmodo got its related links above the fold here?

    gizmodo-hud

    If you have related on-topic stories that could help drive your visitors deeper into your website, embed ’em! You could add links in line with the text, or as part of a separate breakout box—both of which are employed by Gizmodo here. How about your other acquiring content that’s doing particularly well with your new audience? Put your links in great positions, and then maybe add a picture and snappy headline for good measure.

    Check out last week’s Chartcorps Challege: “Zombies! What to Do When Newly Undead Articles Walk Again.”

    Do everything you can to promote extra content that’s likely to do best before you share. Then tweet it out, and watch the traffic grow in real-time. Don’t forget, once you’ve got folks rolling in, revist the links on the page, continue to curate around the best performance, and keep tweaking until the tweets lived its short 140-character life. Rather than tweeting and hoping, take control. With the Heads Up Display and Chartbeat Publishing Dashboard, you’re able to react rapidly, increasing the odds that these fresh faces come back again soon.

    chartcorps-challenge

    You wake up to see an article trending like there’s no tomorrow. But it’s not the piece you published last night, or even the follow-up article you tweeted about while grabbing your morning coffee. It’s a story you barely remember writing. It sounds like you might have a ‘zombie’ article on your hands, and this just might just be an opportunity to take action.

    So what do you do when an article that was produced ages ago starts picking up steam?

    top-referrers

    First, find out how this zombie managed to find its way out of the graveyard. Checking an article’s top referrers can be the best way to quickly find out why this story is taking off. Perhaps it was linked to in a current editorial, recently picked up by a social media maven, or for all one knows you did in fact predict the next zombie apocalypse. In any case, this is your opportunity to capitalize on your article’s momentum and reach out to a new audience.

    So your article’s blowing up on Facebook? Get involved in the conversation. Posting your newly undead story to other social media networks can breathe new life into your story and further grow your new visitors. It’s already taken over the social sphere? Consider updating headlines, adding new photos, or linking to other relevant articles to keep your audience reading. You might even consider writing a follow-up and promoting it on today’s homepage.

    Helping your visitors to discover engaging content can be a key factor in building audience loyalty and ultimately keep your readers coming back time and time again. Here at Chartbeat, we’ve found that visitors who continue to read beyond their initial article are more likely to return than those who just read just one page and then dip out. By taking the time to freshen up what may be an oldie—but a goodie—you have the opportunity to help your readers uncover the quality content they’ve been craving and keep them coming back for more.

    So the next time you find a zombie creeping out of the closet, don’t worry. Open the door and let ‘em run wild. And if you ever want to pick our brains… support@chartbeat.com