Gni New Consumer Insights Playbook

Understanding your audience
Our report and what it means for you ●

●
●
●
What is News Consumer Insights?

Our report and what it means for you
What is News Consumer Insights?

●
●
Overview of the User Value Score (UVS)
●
●
User Value Score (UVS) calculation and example
Blue Gray
UVS FAQ
Our report and what it means for you 1. Why did you choose these specific user metrics?
2. Why is Pageviews per User given more weight?

3. Why are you using benchmark data and is it updated?

4. Is the data sampled?
5. Why don’t you include social engagement events like “shares,” “tweets,” or “comments?”
6. Why don’t you take into account advertising revenue or consumer revenue to measure value?
7. Why does my data look “weird”?

1. Load your Google Analytics data
How to use the News Consumer Insights report

2. Your Audience Funnel
●
●
●
3. User Value Scores and our Benchmarks

4. Benchmark deep dive on engagement
Our report and what it means for you ●

○ If your UVS is below 50, your segment is performing below average.
○ If your UVS is above 50, your segment is overperforming the industry average.
●
5. Benchmark deep dive on traffic sources

Optimize your Google Analytics implementation
●
●
●
Import our reader funnel
●
Download News Consumer Insights Readers Report

●
●
Optimize your Google Analytics tracking strategy
●
●
●
●
Newsletter tracking
If you use an external service provider for newsletter outreach, your email traffic
Optimize your Google Analytics implementation might be displayed under "Other" or “Referral.”
●
●
●
●
●
Social interactions
●
●

Marketing campaigns

Set up marketing campaigns via UTM tagging
●
●
●
●
How to set up custom campaigns
View custom-campaign data in Google Analytics
●
●
●
● Acquisition Campaigns
Mobile: AMP tracking

●
●
Content Strategy
●
●
●
●
●
●
Transactional data to increase consumer revenue

●
●
●
●
●
●
●
●
●

What is bounce rate?
What you need to know about bounce rate
Understanding your bounce rate

So is a high bounce rate a bad thing?
Identify opportunities to lower your bounce rate.

What is the difference between “bounce rate” and “pogo sticking?”
So what causes pogo sticking?
●
●
●
Why is A/B testing so important?
●
●
●
Set up an A/B testing strategy ●
●
●
The right call to action to the right user at the right time
Set up an A/B testing strategy

Define your A/B strategy
Set up an A/B testing strategy
An example of A/B testing in action

Maximizing User Value on the journey to
subscription
Mobile and desktop: speed matters
How speed affects readers
53%
subscription
Ways to improve your speed
Step 1: Get your tools and evaluate

subscription
Ways to improve your speed ●
Extra tool:
subscription Step 2: Find culprits
●
○
●
Ways to improve your speed ○
●
○
●
○
subscription Extra tips:
Mobile and desktop: speed matters ●
●
●
○
●
○
subscription Extra tips for images:
●
○
●
○
●
○
●
○
subscription
Have you tried Accelerated Mobile Pages yet?

Did you know?
20
54
40
subscription Step 3: User experience is important: prioritize how your site loads
Mobile and desktop: speed matters ● Prioritize loading elements that are visible above the fold first -
○
● Maximize idle time while the page is being read -

Ways to improve your speed ○
● Animate to win and produce a frame in 10ms -

○
subscription Step 4: Implement, test, learn and reiterate to improve your speed
●
●
Webpagetest.org, Sampled 11.8K global mWeb homepage domains loaded using a fast 3G connection
timing first view only (no cached resources), February 2016
Find Out How You Stack Up to New Industry Benchmarks for Mobile Page Speed
Page Load Time: How to optimize your site and increase revenue
subscription
Introduction
Improving recirculation
How recirculation helps overall engagement

subscription
Where should you start?
How recirculation helps overall engagement

subscription
Look at your current setup
●
●
●
User recirculation via content recommendations
Your user recirculation articles should be:

subscription
Put recommendations “in the right place”
Where should they go?

In the right place: Advanced implementation
●
●
subscription
Make related articles attractive
●
●
●
●

●
How to write great titles
Be accurate
Headlines with this type of clarification perform up to 38% better than headlines without clarification.
Hubspot: How to Write Catchy Headlines and Blog Titles Your Readers Can't Resist
subscription
Make it enticing
●
●
Keep it short
Optimize for social

●
●
subscription
Improving recommendations with Google’s Matched Content
Benefits of Matched Content:

●
●
●
●
●
●
subscription
User recirculation via video content
User recirculation via content recommendations ○

○
●
●
●
subscription
Increase user visits via push notifications
What is a push notification?
User visit frequency via push notifications
●
●
●
●
subscription
Set up your own push notifications
●
●
●
●
User visit frequency via push notifications
Set up push notifications via a 3rd party
●
●
●
●
subscription
Newsletter: acquisition / content optimization
Why we're focusing on newsletters

subscription How is your newsletter performing compared to industry peers?
Why we're focusing on newsletters

subscription Look at your current setup
●
Newsletter: acquisition / content optimization ●
●
●
Newsletter user acquisition
Your newsletter subscription process should be:
●
●
●
subscription

subscription
●
●
●
subscription

subscription

subscription
●
●
Newsletter calls to action

subscription Use metadata to enable auto-complete
<label for="frmEmailA">Email</label>
<input type="email" name="email" id="frmEmailA" placeholder="name@example.com" required

autocomplete="email">
<label for="frmEmailC">Confirm Email</label>
<input type="email" name="emailC" id="frmEmailC" placeholder="name@example.com" required

autocomplete="email">
subscription Best practices for forms
●
The autofocus attribute
● <input type="text" autofocus ...>

subscription Call-to-action in Instant Articles
●
●

subscription How to create call-to-action units
●
●
●
●
●
●
subscription Best practices for retrieving leads
● Manual lead retrieval:

● Automated lead retrieval
● Headlines:

● Body text
subscription
Newsletter content best practices
Source: Industry email marketing benchmarks via MailChimp

subscription

subscription

subscription

subscription

subscription

subscription

subscription

subscription

subscription

subscription

subscription
Useful articles
●
●
●
https://www.mailonthemark.com/6-e-newsletter-best-practices-for-2016/
https://fulcrumtech.net/resources/10-winning-email-newsletter-best-practices/
http://www.mequoda.com/articles/audience-development/5-email-newsletter-best-practices/
http://www.mequoda.com/articles/audience-development/25-email-design-best-practices-for-mobile-desktop-youll-want-to-know/
https://digiday.com/careers/newsletter-editors-new-important-person-newsrooms/
https://blog.hubspot.com/blog/tabid/6307/bid/33576/17-do-s-and-don-ts-for-designing-inbox-optimized-email-templates.aspx
https://blog.marketo.com/2013/10/k-i-s-s-the-most-effective-way-to-grow-email-opt-ins.html
subscription
Search: structured data for news and

magazine publishers
Foreword
subscription

magazine publishers
Introduction to structured data format

subscription Structured data format

magazine publishers
● Be sure to test your structured data using the Structured Data Testing tool during development, and the Search
Console Structured Data report after deployment, to monitor the health of your pages, which might break after
deployment due to templating or serving issues.
subscription Structured data format cont.

magazine publishers
Structured Data General Guidelines

subscription Article

magazine publishers
●
Other page types
●
●
●
●
●
●
●
subscription

magazine publishers
Subscription and paywalled content

subscription How to indicate paywalled content

magazine publishers
Subscription and paywalled content

subscription

magazine publishers
Summary
https://support.google.com/webmasters/answer/7532484
https://support.google.com/news/publisher/answer/40543
https://developers.google.com/search/docs/data-types/paywalled-content
https://developers.google.com/search/docs/guides/mark-up-content
https://developers.google.com/search/docs/data-types/articles
https://developers.google.com/search/docs/guides/search-gallery
https://developers.google.com/search/docs/guides/sd-policies
https://developers.google.com/search/docs/guides/intro-structured-data
https://developers.google.com/search/docs/guides/search-features
https://developers.google.com/search/docs/data-types/reviews
subscription
Social: strategies to boost user loyalty

subscription
●
●
●
Social: strategies to boost user loyalty ●
Types of social content that we share

subscription
Technology is changing the game again

subscription

subscription

subscription
Build a holistic social media and content strategy

subscription
●
subscription
Post daily updates through Hygiene content
●
●
●
subscription Keep it going with Hub content
●
●
subscription Go big with Hero content
●
●
●
●
●
●
subscription A quick word on consistency
● Consistent Schedule:
● Consistent Format:
● Consistent Elements:

Why it’s important to post consistently
●
●
●
●
●
Best practices for maintaining a consistent presence on social platforms

●
●
●
subscription Sustainability
●
●

subscription
Selectively repost
Distribution strategy
subscription Be social
Social: Strategies to boost user loyalty
Consider each platform individually
subscription Be human
Social: Strategies to boost user loyalty Don’t forget about social sharing
●
●
● Diverse
● Visible
● In the right place
subscription
Some ideas to consider:

●
Social: Strategies to boost user loyalty ●
●
●
●
●
●
Don’t be afraid to experiment

Driving more consumer revenue
Identifying the profile of potential buyers
Introduction
Identifying the profile of your potential buyers
Custom segments and tracking
●
●
●
●
identify the most accurate “likelihood to buy” signals on your site.

Identifying the profile of your potential buyers
Qualitative feedback
Refining your value proposition thanks to user

feedback 01: Ask Your Questions
Google Surveys
02: Your Audience Answers
03: Get Results in Days


feedback
Google Surveys
Pricing

feedback
●
Refining your value proposition ●
Sources:
https://en.wikipedia.org/wiki/Van_Westendorp%27s_Price_Sensitivity_Meter#/media/File:VanWestendorp1.svg
Packaging (expected benefits)

feedback
Refining your value proposition


feedback
Refining your value proposition

● Content creation:
● Ad sales:
● UX research:
Reduce friction points on your landing pages to improve conversions
Optimize to drive consumer revenue
Optimizing your conversion funnel
Login? Payment and Registration forms

Don’t forget to add social logins to Less is always better. Limit the
simplify registration number of fields required and think
about implementing the Google
Chrome Autofill feature
A/B test continuously

As mentioned across our playbook,
Google Optimize will allow you to Faster is always better
identify the best performing layout Count the number of steps and clicks
and messaging of your call-to-actions required to finalize the subscription
process and optimize for less
Promoting the right packages, to the right users, to improve conversions
Optimize to drive consumer revenue
On your site:
●
Promoting the right packages, to the right users ●
Across the web

●

Gni New Consumer Insights Playbook

Uploaded by

Document Information

Original Description:

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Gni New Consumer Insights Playbook

Uploaded by

Copyright:

Available Formats

Understanding your audience

Our report and what it means for you ●

What is News Consumer Insights?

Our report and what it means for you

What is News Consumer Insights?

Our report and what it means for you

Our report and what it means for you

User Value Score (UVS) calculation and example

2. Why is Pageviews per User given more weight?

3. Why are you using benchmark data and is it updated?

4. Is the data sampled?

Our report and what it means for you

7. Why does my data look “weird”?

1. Load your Google Analytics data

Our report and what it means for you

How to use the News Consumer Insights report

2. Your Audience Funnel

Our report and what it means for you

3. User Value Scores and our Benchmarks

Our report and what it means for you

How to use the News Consumer Insights report

4. Benchmark deep dive on engagement

Our report and what it means for you ●

5. Benchmark deep dive on traffic sources

Our report and what it means for you

How to use the News Consumer Insights report

Optimize your Google Analytics implementation

Download News Consumer Insights Readers Report

Optimize your Google Analytics implementation

Optimize your Google Analytics implementation

Optimize your Google Analytics tracking strategy

Optimize your Google Analytics implementation

Optimize your Google Analytics tracking strategy

How to set up custom campaigns

Optimize your Google Analytics implementation

View custom-campaign data in Google Analytics

Optimize your Google Analytics tracking strategy

Mobile: AMP tracking

Optimize your Google Analytics implementation

Optimize your Google Analytics tracking strategy

Optimize your Google Analytics implementation

Transactional data to increase consumer revenue

Optimize your Google Analytics implementation

Optimize your Google Analytics tracking strategy

Optimize your Google Analytics implementation

Optimize your Google Analytics tracking strategy

What is bounce rate?

Optimize your Google Analytics implementation

What you need to know about bounce rate

Understanding your bounce rate

So is a high bounce rate a bad thing?

Optimize your Google Analytics implementation

Identify opportunities to lower your bounce rate.

What you need to know about bounce rate

What is the difference between “bounce rate” and “pogo sticking?”

Optimize your Google Analytics implementation

So what causes pogo sticking?

What you need to know about bounce rate

Why is A/B testing so important?

Optimize your Google Analytics implementation

Optimize your Google Analytics implementation

Set up an A/B testing strategy