Data analytics in digital magazines
Technical and strategic keys to scale up the digital version of a magazine or newspaper.
2 mins read
Casi media vida creando productos digitales y ayudando a otras personas a crear los suyos.
The importance of knowing how to measure
If you don't know how to measure what matters or you don't have reliable data from your systems, it's very likely that you won't be able to make the right decisions.
Often we focus on generic metrics such as the number of unique visits per month, video views, or likes on a post. But we don't pay attention to what has caused those numbers, nor do we try to understand user behavior.
Practical example:
We have 1 million new visits per month to our homepage, of that million, 200,000 leave, and 800,000 navigate to paid content, encounter a paywall, and ultimately also leave our website. If we only looked at the surface, this would be reflected in Analytics as a 20% bounce rate, which is a low figure, and we might think that therefore it is a good figure.
The reality is that we would have a 100% bounce rate, of which 20% would leave due to lack of engagement (or because the page took too long to load, among other reasons), and 80% would leave because they do not want to pay for the content or because they did not expect to find it behind a paywall. In both cases, it would be necessary to segment the causes to know.
CRO
CRO or Conversion Rate Optimisation is the improvement of the conversion rate. Essentially, it involves optimizing the design, content, technology, and structure of our website to maximize the number of conversions.
There is a vast amount of literature on this topic, delving into the techniques to be used, so I will not go into detail here. However, it is necessary to be aware of its existence and to keep it in mind for your strategy.