Another personal obsession: How Publishers Can Elevate Time on Web site

There are plenty of metrics you could take a look at as a writer to remember how smartly your content material is resonating with target audience individuals—pageviews, returning guests, key phrase efficiency, referrals, and so on. Each and every of those provides you perception into some type of reader engagement.

One metric specifically that is especially indicative of total reader engagement, is time on website online.

Why Time on Web site is Essential

We’ll begin with an instance.

Let’s say you see a regular web page view depend of four.5 pages per discuss with. Sounds nice, proper? However you then check out your reasonable time on website, and it’s round fifty five seconds. This implies folks “learn” every of these four.5 pages in lower than a minute. It doesn’t take so much math to understand that’s no longer quite a few time on every web page, that means your readers are simply skimming. Or, even worse, this might point out your readers are not discovering anything else treasured sufficient to take a look at extra deeply.

The longer someone remains on your site, the more likely they are to convert on an offer or display some other trackable form of purchase intent. So, while overall traffic indicates top-of-the-funnel strength, time on site is indicative of  middle-of-the-funnel health. 

At the top of your site’s Marketing funnel, a high number of visitors is healthy. As you move down the funnel however, your job is to identify those visitors who are demonstrating more interest in your content, and possibly more purchase intent. Time on site is an indicator of how much and how deeply readers want to interact with your content. If someone is on your site longer, they’re more engaged. When they’re more engaged, they’re more likely to trust you, and exchange personal information for sponsored content and even product/service recommendations.

To advertisers, these engaged users are the needles in the haystack that they care about. These readers are the qualified leads you want to be generating. 

What You Can Do to Increase Time on Site

There are several things to think about if you want to see your time on site improve. 

Create Great Content 

Most obviously, you need to continue to create great content. Always think about value and relevance to your reader, and balance in-depth pieces with short, snackable articles that are easier to digest. Make sure you’re including visuals and have well-organized articles that appeal to different target personas, and use on-site analytics to understand what content is performing best! Don’t be afraid to think outside of the box and try new formats.

Encourage Exploration 

Your site should encourage exploration to lead people from one piece of content to the next. Make page or section transitions clear, include additional content suggestions related to what readers have already consumed, and have an easy site search tool available. Even after you’ve gotten a conversion, you should encourage them to stay on your site rather than close the browser. For instance, if you have someone come in on a landing page that doesn’t feature a navigation bar (so they focus on the CTA), bring the navigation bar back on the confirmation or thank you page so they have more places to explore.

Personalize the On-Site Experience

Relevance has everything to do with time on site. The more a page is geared toward your unique user experience and interests, the more likely you are to continue browsing. Amazon.com, and the titans of ecommerce have learned this lesson, and now it’s time for publishers to take note as well. Use smart content to serve followup content and CTAs that are new and relevant to their personal interests.  Additionally, make sure that people aren’t being driven away by ads that aren’t relevant to them.

Think Mobile First

Remember, 27% of consumers will leave a site if it is not mobile-optimized. The second screen has to be a first thought when you think about web design, sponsored content distribution, emails, and any other type of content that readers will be interacting with. 

Analyze and Adjust

Make sure you know where your strong and weak points are. Look at the bounce rates and exit rates of individual pages to see where people are leaving your site and where they’re sticking around. Use that data to improve page content and build out new strategies to keep readers engaged.

With a few quick changes and a focus on site organization and structure, you’ll likely see increases in the amount of time readers are spending on your site, and therefore their overall engagement level with your content.

 

 

from Could Be Better | Last Digital Marketing Updates http://could-be-better.esy.es/how-publishers-can-increase-time-on-site.html
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