Updated December 14th, 2018
Viafoura recently compared the behaviors of over 100 million unique users (registered and non-registered) to see what differences exist between them when consuming news. The results are striking.
|Per User Per Week||Sitewide Pageviews||Return Visits||Attention Time per Visit (mins)|
Data collected May 2018 - Nov 2018
*Sample 320,000 unique registered users
**Sample 109M unique non-registered users
Overall, registered users spend 56% more time consuming media content per week.
Importantly, over 80% of all user registrations are triggered on pages that feature onsite engagement tools and user-generated content.
Engagement is the path to community
The evidence is clear. Registered users are more invested in the news they consume, spending more time and engaging more frequently with the content being published. It is also clear that the more opportunities there are to engage with a media outlet, the higher number of users there will be interested in registering.
Making it work
So how can a media outlet increase user registration? Simplify the registration process and build value.
The registration experience must not only be frictionless, it should also be designed as a value exchange.
Provide the option for users to log in effortlessly with their social ID* or email. Give them the choice. Prompt users throughout their journey to complete their profile and provide additional information as their activity builds.
If you haven’t already, maximize the opportunities for user engagement. In our review, 25%-50% of all user registrations were a direct result of Viafoura Engagement Tools.
The key takeaway from all of this is that registered users are invested users. These individuals want to be a part of a media community, interacting with others, sharing content, and opting-in for real-time updates. It is these engaged audience members that will provide valuable user insights and, ultimately, much-needed revenue.
*A recent study conducted by Blue Research, showed that 77% of respondents believe that websites should offer social logins, and 60% agreed that companies offering social logins are more up-to-date and innovative.