everything you think you know about pageviews is wrong

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by Jerod Morris Copyblogger Media Everything You Think You Know About Pageviews is Wrong

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Everything you think you know about pageviews is wrong. A page view means that someone visited your site. And that’s about all it means. But how many visitors you had really doesn’t tell you much of anything about how successful your online content is and, in turn, how successful your online business model will be. The key is turning visitors into readers and readers into audience members. And that means starting from the end and identifying at metrics that matter, then working backward to make sure you are strategically acting to drive those metrics.

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Page 1: Everything You Think You Know About Pageviews is Wrong

by Jerod MorrisCopyblogger Media

Everything You Think You Know About

Pageviews is Wrong

Page 2: Everything You Think You Know About Pageviews is Wrong

Image credit: Sea World

Page 3: Everything You Think You Know About Pageviews is Wrong

Flickr Creative Commons Image via: Martin Terber

Page 4: Everything You Think You Know About Pageviews is Wrong

Flickr Creative Commons Image via: istolethetv

Page 5: Everything You Think You Know About Pageviews is Wrong

3 Big Ideas

1. Start with the end in mind

2. Turn online visitors into readers

3. Turn readers into an engaged online audience

Page 6: Everything You Think You Know About Pageviews is Wrong

“Begin with the end in mind.”

~ Stephen Covey

from The 7 Habits of Successful People

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Are you doing this with your

online properties?

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AAN Member Sites

Great• Content• Features

Not-so-great• Design• Layout

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Flickr Creative Commons Image via: Martin Terber

Page 10: Everything You Think You Know About Pageviews is Wrong

How to TurnVisitors Into

Readers

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• A visitor is someone who ends up on your site.

• A reader is someone who consumes your content.

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The problem?

Pageviews don’t understand the difference.

Visitor pageview ≠ Reader pageview

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If not pageviews, then what?

• Time on page

• Time on site

• Pages per visit

• Successful events (clicking on CTA, watching video)

• Substantive comments

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How do you drive those metrics?

With intent.

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“An object imbued with intent — it has power, it’s treasure, we’re drawn to it. An object devoid of intent — it’s random, it’s imitative, it repels us. It’s like a piece of junk mail to be thrown away.

This is what we must demand of our lives, of our objects, of our things, or our circumstances: living with intent.”

~ John Hockenberry, TED2012

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Is each page on your website designed with

intent?

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Design that turns visitors into readers

• Structure content for the web

• font type and size

• subheads

• white space

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Design that turns visitors into readers

• Use internal linking

• Simplify your layout

• Provide an excellent experience across all devices

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Flickr Creative Commons Image via: Bushery

Page 23: Everything You Think You Know About Pageviews is Wrong

Flickr Creative Commons Image via: Martin Terber

Page 24: Everything You Think You Know About Pageviews is Wrong

How to Turn Readers Into an Audience

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• A reader is someone who consumes your content.

• An audience member is someone who commits to consume your content consistently (and then does so).

Inspire committed action.

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An audience member …

• Subscribes to your RSS feed

• Subscribes to your email newsletter

• Subscribes to your podcast

• Bookmarks your site in their browser

• Follows you on a social media account (that they actually use and engage with)

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Quick recap

• Visitors arrive at your site

• Readers consume your content

• Audience members come back, consume consistently, and share with others

• (Customers buy your products)

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What metrics show audience

engagement?

• Subscribers (RSS, email, podcast, etc.)

• Social media (interaction — not followers)

• Participants in polls, surveys, etc.

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How do you drive engagement

metrics?

• Respect the power of email

• Offer a forum or membership area

• Allow people to self-select

• Have a smart social media strategy

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• An option not provided cannot be selected

• Your actions show your intent and your priorities

Remember …

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The Power of an Audience

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Bottom Line

Visitors are nice …

And readers are motivating …

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Bottom Line

An engaged online audience

drives real business results.

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Flickr Creative Commons Image via: Martin Terber

Page 37: Everything You Think You Know About Pageviews is Wrong

Build an engaged audience with the power

of a digital media platform:

NewRainmaker.com

Connect with me on Twitter: @JerodMorris