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Scroll depth is a content engagement metric, commonly used by marketers, to analyze what percentage of a page a user has scrolled to before leaving.
A few use cases for scroll analytics
There are a number of reasons why scroll tracking is useful for content marketers. The biggest reason being, it’s important that your content is seen and consumed, otherwise – why waste time creating it in the first place?
Knowing where people drop off on a page helps marketers understand where there are likely to be issues. For instance, if it’s clear that most users drop off after 20 percent of the content, it’s likely because there’s an issue at that part of the content (e.g. a display ad covering the content, or a video isn’t playing, etc).
How Nudge measures average scroll
At Nudge, we slice the content into 100 increments, each representing 1%. Then we share what % a user got down to.
Optimize against quality consumption
On top of that, we also layer the average scroll against average attention minutes (how long people are actively consuming the content), which gives you an aggregate view of how people are scrolling down the content and the time it takes to get there.
This is helpful because you can see if people are just skim-reading, or actually consuming your content.
For instance, if most people reading your content are arriving from mobile and your article is very text-heavy, the likely-hood is, they’ll either skim-read, or they’ll start reading but drop off early.
Optimize Towards the ‘Moment of Next’
A piece of content often includes a ‘moment of next’, i.e. an ideal action you’d like your audience to take after engaging with your content.
The moment of next is tied to the overarching objective of your content, e.g. a contact form to drive leads, a link to a brand’s product or service, or simply a call to action (CTA) to share this it social media.
Scroll data helps you see if people are seeing your call to actions (often, CTA’s are placed at the bottom of an article, where most people won’t see it). It lets you identify where people are the most engaged with your content, and thus, where to optimally place your moment of next.
Nudge now offers a self-service option with access to core features. There’s no contract. Setting up takes 5 minutes and you’ll start seeing data flowing through as soon as your account is live.
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This is part of our Guide to Scroll Depth.
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