Is your marketing helping, hurting, or making no difference?
Take our quiz and find out!
Patient Attraction Episode 177
Hey everyone, Colin here with the second day of our look at website readership research. Time magazine earlier this year had a piece from the CEO of a data analytics company with some numbers that may disprove several things we think we know about online readers. I’ll tell you what they are when we come back.
– It’s Thursday, July 24, and today we are looking at some interesting statistics about web readership.
– In fact, the article in Time was set up as debunking myths.
– Now, I’m not going to go that far, but I do think the findings are interesting.
– The first is that readers across 2 billion website visits in the course of a month found that 55 percent spent less than 15 seconds on a page.
– That means they weren’t reading the page, they were scanning it (at best).
– So just because someone clicks a link doesn’t mean they are reading the page.
– Something to keep in mind the next time your web company tells you how many clicks you got.
– Second, the research showed that the most-shared articles aren’t read more than less-shared articles.
– So just because your blog or Facebook posts gets shared doesn’t mean it’s being read.
– And just because no one is sharing it doesn’t mean people aren’t reading it.
– Third, people aren’t fooled by “native advertising.”
– Native advertising is paid copy on websites that looks and feels like the content of those sites.
– In the print media, this is called an advertorial and you’ve probably seen it – it looks like a newspaper or magazine page, but is really about a company or product.
– Your advertising company may have tried to get you to do this before.
– According to the Time article, it doesn’t work.
– On a typical page, 71 percent of people scrolled down the page of actual content, while only 24 percent of people did so for native ads.
– Finally, the research showed that more people than you think scroll beyond “the fold.”
– This digital fold is the point of the page where you have to scroll down to see what is beyond it.
– Conventional wisdom says that most people only read what is on the screen when they land on the page.
– What the research shows is that 66 percent of attention on a normal page is below the fold.
– This means people are willing to scroll for the content they are looking for.
– Come back tomorrow and we will finish our look at how people read on the Internet.
– Until then, keep moving forward.