Page Views are Dead, Long Live Reader Loyalty
Digital information publishers have a problem; they've been all but forced to measure their success based on page views and impressions. There's been a backlash for years as click-bait has become common place and many are starting to shift their view about what's really important.
The new hot metric? Reader loyalty.
Parse.ly, which provides Web analytics and content optimization software for publishers, has just released its Q1 Authority Report, which examines how today's digital publishers are realizing that volume isn't the only metric that matters.
Page views still drive revenue for publishers of course, particularly those using a CPM (cost-per-thousand) advertising model, but loyal readers mean better engagement with native advertising/sponsored content as well as membership models - more lucrative revenue opportunities on the whole. Parse.ly's new Authority report examined the average percentage of loyal readers across sites in the Parse.ly network, and teh relationship between the amount of loyal readers and the size of a website.
Parse.ly believes that publishers need to place greater emphasis on reader loyalty as part of a broader analytics culture within their enterprise. This puts other metrics in context and shows a clearer picture of success and visitor satisfaction.
"Mapping the journey of loyal readers on your site, where they come from, how they engage with you and what types of posts and content they read the most will be key to growing this audience segment," read the report. Are you a believe that reader loyalty metrics are more important than page view counts? Share your opinions below.