If someone walks in to a shop and leaves straight away, were they a customer?The analogy we like to give is, in a shoe store, the more time you spend with an attendant, the more likely you are to buy something. And that’s how you should think about your content measurement, it takes time and consumption to deliver value.Measure attention rather than ‘time on page’ Time on page, which looks at the time gaps between link clicks, so means it is sampled data. It misses all those that read the content and hit the back button. Which can distort your data.Attention looks at every user, and how long they are active on the content.From Nudge data, we know that attention is linked to conversion rate. Which makes sense, the more time you actively spend on content the more likely you are to take the action which the content was built for.And this metric works across video and audio too, letting you better allocate between the types of media.When you think about consumption of the content, look at:
  • Scroll percentage or video completion rate; is the average user actually consuming enough of your content?
Ideally, the average person is consuming at least half of what you’ve produced.

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