deepening readers’ engagement with your content...2019/08/07 · •you have to find ways to...
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Deepening Readers’ Engagement with Your Content6 ways to make your website stickier: A case study in site consumerization
Paul GuinnessyManager, Digital AssetsAIP / Physics Today
August 7, 2019
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Our mission
To be a unifying influencefor the diverse areas of physicsand the physics-related sciences through high-quality, engaging, authoritative content, and a forum for the exchange of ideas within the community.
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Six ways we useLiteratum to make our website stickier
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Multiple product types
Multiple content types
Targeted notifications of content updates
Content personalization
Enhanced onsite discovery
Responsive design
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A case study in site consumerization
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Multiple product types on a single platform
#1
• Magazines
• Journals
• Microsites for sponsored white papers and research papers
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Physics Today magazine
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Challenges facing Physics Today
•We’re a “browse,” not a “must read”
• No direction connection to most of our readers
• Competition from free content
• Content theft and repackaging
• Ads are a difficult sell
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APL Photonics journal
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Sponsored microsite
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Sponsored microsite with signup for
whitepaper
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Multiple content types #2Attracts readers to scholarly contentand deepens engagement once they’re on site.
• News
• High-res imagery
• Video
• Interactive data sets
• Social media & commenting
• Editorial content (reviewed)
• Press releases
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Interactive data visualization
https://physicstoday.scitation.org/do/10.1063/PT.6.4.20180925a/full/
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Interactive data visualization
https://physicstoday.scitation.org/do/10.1063/PT.6.1.20180430b/full/
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Multiple product and content types
Direct benefits
• Improved on- and off-site discovery• Cross-publication/integrated sitewide search
• Searchable images, videos,and other Digital Objects
• Improved SEO for both magazines and journals
• Cross-promotion of journal/magazine bundles
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#1 & #2
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Multiple product and content types
Direct benefits
• Increased quantity and quality of submissions
• Increased commenting5 – 10 comments/day vs. 1 – 2 previously
• Breaking down internal silos through authoringmulti-dimensional, multi-purpose content
• Gives visitors a reason to return often Organic traffic: up ~23%
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#1 & #2
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Targeted notifications of content updates
Literatum’s Admin Tool
• System-generated notifications to staff on content status
• Frees production staff for other projects
• Enables editors to handle content
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#3
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Targeted notifications of content updates
Literatum’s Admin Tool
• System-generated notifications to staff on content status
• Frees production staff for other projects
• Enables editors to handle content
Literatum + marketing automation tools
• Email alerts
• Automated push notifications of new content linksto partner society websites
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#3
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Targeted notificationsof content updates#3
Direct benefits
• Increased site traffic• Drives traffic from partner society websites back to AIP
• Competes with other sites more successfullyRenewal rate for individual subscriptions: up 20%New readership: up 68%
• Adds PR vehicles
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Content personalization
• Content recommendations- most read, most cited, and publishers’ choice
• Curated content- via Page Builder recommendation widgets
• Social reading (integration with Disqus)and other means of reader interaction
• Content bundles- topic-based landing pages
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#4
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Content personalization #4
Direct benefits
• Strengthens engagement with readers• Increased revenues / advertising value
75% increase in ad revenue
• Page views: up 52%
• Increased traffic: New readership up 68%
• Higher click-through rates• Lengthier site visits
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Enhanced onsite discovery mechanisms
• Integrated search (across all content and publication types)
• Iterative search
• Saved searches
• Reader-controlled drill-down
• Search term suggestions
• Intuitive user-friendly navigation
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#5
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Integrated and advanced search bars
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Integrated search results
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Enhanced onsite discovery mechanisms #5
Direct benefits
• More easily surfaced content
• Increased content visibility
• Increased brand visibility
• Product cross-promotion
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Cell phone and tablet views#6 Responsive design
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Responsive design Direct benefits
• Appealing to the broadest possible audience
• Serving an audience traditionally underservedby scholarly content• Dramatically lower usage of scholarly sites on mobile
• Scanning and selecting is not supported by most sites
• Making content more easily accessible = increased visibility.Mobile usage: Up 4–5 times
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#6
Physics Today has significantly moremobile users than the average journal.
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Results and takeaways
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Results recap
Since moving to Literatum in January 2017
• Attracted new readers: up 68%
• Increased organic traffic: up ~23%
• Increased page views: up 52%
• Increased ad sales: 75% increase in ad revenue
• Increased content engagement: 5 – 10 comments/day vs. 1 – 2 previously
• Improved mobile usage: 4 – 5 times more
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Since moving to Literatum in January 2017
• Increased renewal rate for individual subscriptions: up 20%
• Reduced bounce rate: down 7%
• A stronger design link between print and online
• Boosted brand visibility
• Created a valued destination website
Forged a stronger connection to our readers 29
Results recap (cont’d)
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Takeaways
• A brand should have the same strong visual presenceno matter the channel or medium
• You have to find ways to attract and engage your readers
• If you’re on the web, make use of the web’s capabilities
• Literatum has features created specifically for these six tactics
• Freeing staff from rote production tasks makes time for exploring and implementing new tactics and technologies
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1. Digital Objects (videos, interactives, short non-journal content)
2. Tags and taxonomies
3. Enhanced search technologies
4. Recommendation engine
5. Page Builder widgets
6. Easy integration with third-party systems (e.g., Javascript D3 libraries, WordPress, Disqus, mobile app)
7. Smart Groups (technology for segmenting site visitors into groups with similar characteristics or behaviors for target marketing)
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Literatum features involved in making AIP sites stickier
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Deeping engagementAn ongoing process
•Moving to UX 3.0
• Additional focus groups
• Broader user testing
• UI improvements to increase interactive engagement
• Reassessing production print-to-digital workflow
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