B2B Articles - Mar 14, 2014 1:03:43 PM
Study reveals how we read web content.
People spend a lot of time liking, tweeting, sharing and generally promoting a wide range of online content. Content analysis often resides at the promotional level, and doesn't delve too deeply into how people interact with the material being promoted. This form of analysis holds significant value, since determining how much magnetism a page generates between itself and a viewer could influence return rates and engagement with facets of that page which may be related to a marketing campaign.
Apparently we don't spend too much time per page. A Chartbeat study which analyzed 2 billion page visits found that 55% of people spent less than 15 seconds on a page. In addition, the study found that a third of visitors spent less than 15 seconds on an article page. Chartbeat also determined that maintaining a visitor's attention for 3 minutes makes them twice as likely to return than if their attention has only been held for a minute.
We also appear to not be fond of native ad content. In a standard article, on average, 2/3 of people engage for more than 15 seconds. When content contains native advertisement, engagement falls to one third. The same effect occurs with page scrolling. In regular content, 71% of people scroll down, whereas with native content, only 24% of people do.
What You Think You Know About The Web Is Wrong. March 9 2014. Time Magazine.
Image - Readability on the iPad. Sebastien Wiertz.
10 East 33rd Street
New York, NY 10016
First-party data marketing
SEO for B2B
Customer journey strategy
Marketing for IoT Companies
B2B Product Marketing
IoT go-to-market strategy
HubSpot for ABM
Go to market strategy
Marketing for IT Companies
B2B lead generation
B2B Marketing and Growth Agency.
Grow your B2B business boldly. Ironpaper is a B2B marketing agency. We build growth engines for marketing and sales success. We power demand generation campaigns, ABM programs, create B2B content, strengthen sales enablement, generate qualified leads, and improve B2B marketing efforts.