These slides were used in a webinar introducing six key metrics to help you understand how Zmags Analytics works. It makes it possible for you to see how well your content resonates with your viewing audience. In addition, you will be presented with key findings from Zmags analysis of the 1,000 most read online publications and highlight some hints to get your reads spend more time reading your content.
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Six Key Metrics to See How Well Your Marketing Content Resonates with Your Audience
1. 6 Key Metrics to See How
Well Your Content Resonates
with Your Audience
Peter Velikin, VP Marketing
Daniel Fincham, Customer Experience Manager
September 15, 2010
Event hashtag: #6metrics
2. Our Presenters
PETER VELIKIN is Vice President of Marketing at
Zmags, responsible for product management, marketing,
and business development
DANIEL FINCHAM is Customer Experience Manager at
Zmags, provides post sales product training and
programs to new clients and ensures clients are running
with Zmags quickly and efficiently.
3. Agenda
Introduction to Zmags
Lessons from our analysis of the 1,000 most-read online publications:
6 key metrics for optimizing content efficiency
How to get readers to spend more time reading your content
Examples of highly effective zmags
Product demonstration of Zmags Analytics
Questions and Answers
4. The Zmags Mission:
To Reinvent How Brands Engage and Inspire Customers Online
Zmags enables marketers to effectively capture and retain the attention of their
target audience, both online and on mobile devices. Our immersive format
boosts the effectiveness of social and content marketing strategies by
delivering an interactive reading experience, based on the familiar magazine
format that inspires, entertains, and increases customer loyalty.
SaaS Platform 2,500+ Customers Solid Business Performance
9 No installation 9 Publishing
9 3 consecutive years of triple
9 Optimized for 9 Retail and e-Commerce digit revenue and customer
performance & availability growth
9 Financial Services
9 Share in Best Practices 9 Solid financial backing from
9 Manufacturing
9 Rapid startup & Payback leading venture capital firms
9 Education, Travel, and
more… 9 Dedicated and experienced
leadership team
5. Zmags: Interactive Digital Publications
A Proven Way to Keep Readers Attention
Improve brand perception and increase customer loyalty
Immersive medium combines best of on-line & off-line worlds
Consolidate content and control the flow of your story Your
Proven format that inspires readers to share Content
Deliver Content Where Customers Interact
Easily distribute across social communities
Indexable by search engines
Build loyalty with routine delivery of fresh, high-quality content
Yourr
Consistent experience on any device Story
y
Optimize Results with Metrics-driven Analysis and Insights
Does my story resonate with readers?
Is my content being shared?
Did I get the results desired?
Your
Customers
Competitor
p tor
6. Zmags Delivers Engaged Readers
More Readers. More Pages. More Time with Your Brand.
50% drop in bounce rates:
Increased traffic conversion
5-7X Increased page views:
More of your story read
2-3X Increase in visit duration:
More time spent with your brand
Traditional Web Zmags
7. Zmags Publicator
Create with Ease. Publish with Confidence
Step 1: Create Step 2: Deliver Step 3: Manage Step 4: Analyze
Create a zmag from One-click publishing Create and manage Business analytics
any PDF in minutes to the Zmags multiple levels of such as page views
hosting platform user accounts and click through
Select from dozens
of templates or Multiple sharing Automatically host Behavioral analytics
create a custom options to drive archives and back via detailed “heat
layout awareness and issues maps”
traffic
Easily add life with
rich media and Automatically Update links, ads Social analytics to
interactivity adapts to one of 20 and other critical track success in
languages components expanding
readership
8. Zmags Customers Enjoy Measurable Benefits
X Increased online readership by 50%.
X Saved $50,000 in print related cost by
moving to digital with Zmags.
X Reached readers in 124 countries
X Tripled number of pages read and
boosted time spend per read
X Replaced PDF with Zmags and
boosted online readership by 80%
X Increased click-throughs by 5x and
doubled page views by adding video
X Saved $300,000 in first year of
operation, while increasing number of
bidders by 33%
X Increased average order size by 120%
as compared to physical store orders by
using Zmags eCommerce integration
X Decreased catalog production time
from 200 hours to less than 5 hours
9. Agenda
Introduction to Zmags
Lessons from our analysis of the 1,000 most-read online publications
6 key metrics for optimizing content efficiency
How to get readers to spend more time reading your content
Examples of highly effective zmags
Product demonstration of Zmags Analytics
Questions and Answers
10. Key metrics:
1. Measure Your Reach and See How Readership Grows
Why you should check traffic sources:
Check where readers come from
See how the digital publication fits
into related web activities
Benchmark data:
Digital publications (’zmags’) perform
best if they are actively promoted
A ’zmag’ is an ideal vehicle for
distributing information in social media
11. Key metrics:
2. Measure How Great Content Boosts Readership Through Sharing
Why your content should be shared:
Endorsements by a friend or colleague
increase the likelihood that the target
audience would want to hear your message
Benchmark data:
Great content is more likely to be shared
Magazines are shared twice as often as
catalogs, brochures or other types of
publications
Pages that include photos, interactive
features, or videos are shared 50% more
often
The number of shares is doubled if no ‘zoom’
is required
12. Key metrics:
3. See How Bounce Rates Indicate Relevancy to Your Audience
”Bounce rate” definition:
% of readers that drop off after the first page
Benchmark data:
The average bounce rate on a ‘zmag’ is 20%
Digital publications with fewer than 80 pages
have 50% lower bounce rate
Publications with visually appealing cover
pages and relevant titles perform better
13. Key metrics:
4. Use Read-Through Rates to Measure Reader Satisfaction
Read-through rate definition:
% of readers that read entire
publication
Benchmark data:
The average read-through rate on
Zmags publications is 50%
Publications with fewer pages have
higher read-through rates
Catalogs have higher read-through rates
than magazines
Use of Flash, links, or disabling zoom
has no significant impact
14. Key metrics:
5. Measure Brand Relationship With Time Spent Per Reader Charts
What you should measure:
Measure how much time readers spend
See what page elements has positive
impact on average time spent
Benchmark data:
If no zoom is needed, time spent per page
view is 12% higher
With up to two enrichments on a page,
average time spent is doubled
If the publication has less than 40 pages,
time spent per page doubles
15. Key metrics:
6. Conduct Heat-Map Analysis For Item-Level Popularity
What you should measure:
Confirm what items on the page are
the most popular
Analyze at micro-level to learn
about reader-behavior
Benchmark data:
Click rates are higher on the first 4
and last 3 pages of a publication
Click rates are higher if flash icons
are used to clearly indicate the desired
action
16. Lessons From The Analysis Of the 1,000 Most-Read Online Publications:
How To Get Readers To Spend More Time Reading Your Content
Promote your zmag
Highly visual magazines with great
images, interactive features, and videos
are shared more
4-40 pages is the ideal length for a ‘zmag’
Enrichments double time spent per page
Larger fonts (not requiring zoom when
viewed online) increase time spent per
page and double the % of shares
Place calls to action at the beginning or at
the end of a zmag
17. Agenda
Introduction to Zmags
Lessons from our analysis of the 1,000 most-read online publications:
6 key metrics for optimizing content efficiency
How to get readers to spend more time reading your content
Examples of highly effective zmags
Product demonstration of Zmags Analytics
Questions and Answers
19. Agenda
Introduction to Zmags
Lessons from our analysis of the 1,000 most-read online publications:
6 key metrics for optimizing content efficiency
How to get readers to spend more time reading your content
Examples of highly effective zmags
Product demonstration of Zmags Analytics
Questions and Answers