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The Impact of Audience Engagement

We are often asked how on-site engagement drives KPIs like pageviews, time-spent, click-through rates, and user registration.

So we took a look at the behaviours of millions of users across our network to find out.

The Impact of Engagement on Pageviews, Time-Spent & User Registration

We compared the behaviours of those who visited pages with our engagement tools, and those who did not. The results were striking: those who visited pages with engagement tools produced a 248% lift in weekly pageviews per user and a 364% lift in time-spent on site per week.

Here are the results:

Total Weekly Pageviews / User Total Weekly Attention Time / User
Did not view Comments 2.07 4.07 minutes
Viewed Comments 7.20 18.80 minutes
Lift
+248%
+364%

We also found that over 80% of all user registrations occurred on pages with engagement tools and comments.

In a recent article from Ernst-Jan Pfauth, Co-founder & Publisher, De Correspondent, Pfauth confirms media organizations need to give reader comments a chance (and for real, this time) because it is their duty to drive audience engagement around their content.

The Impact of Moderation on Engagement KPIs

Our Viafoura Engagement Cloud  features a suite of moderation tools aimed at increasing audience engagement and user-generated content. In our recent case study with a world-leading national broadcaster, we reported how Viafoura’s enhanced community and user management features resulted in a 23% decrease in flagging, a 62% increase in likes per user, and most impressively a 34% increase in replies to comments, and a 45% increase in new daily user registrations.

23
Decrease in Flagging
62
Increase in likes per user
34
Increase in replies per user
45
Increase in new daily registrants
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*Last updated November 2016

Journalists are also more likely to engage in the comments when it’s more than a garbage removal exercise. A recent study with the Engaging News Project and NICD (National Institute for Civil Discourse) found that when journalists engage in the comments, media organizations can reduce offensive comments by 15%, which drives an increase in audience engagement, time-spent, and user registration.

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