4. INCREASE THE SIZE OF YOUR AUDIENCE
IMPROVE THE QUALITY OF AUDIENCE EXPERIENCE
NEW VISITORS
HOW TO ATTRACT AND RETAIN THEM
LOYAL READERS
HOW TO BRING THEM BACK REPEATEDLY
PAGE DEPTH
HOW TO INCREASE THE AUDIENCE RECIRCULATION
ENGAGEMENT
HOW TO KEEP AUDIENCE READING
7. Time spent reading the
article
Level of engagement
Willingness to share the
article through social
media
(2.20 mins, although the text needs
at least 5 minutes to be read to the
end)
(65% of visitors read the article to the end)
(15 likes, 5 shares)
What needs to be measured
1
2
3
8. How to use the real time analytics to increase
the stickiness of the articles?
• Change the title and images, split
the text
• Shorten the text or divide it into
several articles
• Encourage the audience to share
the article
(For instance, posting it to your social media groups)
10. Are your readers
recirculating
Where are they going once
they have finished reading
the article
What important activities you are supposed to monitor
1
2
11. How to act?
• Determine which articles visitors most
often choose to read next
• Rotate articles manually or by means of an
external tool
• Create groups. Sets of articles according to
referrals
(i.e. add viral content for social media and feature stories for
search engines)
13. The CTR (click-through rate)
of each article on the main
page
The trending dynamics of
CTR changes
What needs to be measured in real time?
1
2
14. How to increase the efficiency of the main page?
• Allocate news in accordance with
their CTR
(i.e. the articles with the highest CTR should be placed
at the top of the main page)
• Change the content on the main page
according to CTR
(i.e. remove the articles with a low CTR)
15. CASE #4
“The publishing editor has noticed that an article has been
attracting a huge number of unique visitors”
16. The share of traffic
generated by each referral
A sharp change in traffic
from any referral
What needs to be guaged?
1
2
A sizeable share of new
visitors came from a certain
source referral
3
17. What needs to be done to increase the traffic?
• Focus on the referrals and topics that
generate new visitors
• Leverage omnichannel distribution
(i.e. social medias, messengers etc.)
19. The number of likes and
shares you are getting
directly from your website
and the number of viral
actions on social media
The amount of the article’s
visits produced by various
social media sites
What needs to be monitored?
1
2
20. How to boost your social traffic?
• Add the articles which are most often
shared on your website to social
media groups
• Promote articles which generate a
significant amount of traffic after
being posted to social media groups
