Slickstream note: Today, we're doing something different on the blog, and inviting Allea Grummert to write a guest post that we think aligns very nicely with what we do. She's an expert on email marketing, and has a ton of great advice on how to get more out of your existing content. This is not an advertisement or a paid placement -- it's just content we thought would be valuable to our subscribers. Enjoy!
News and Updates
One of the best parts about subscribing to Slickstream is the wealth of data available in your analytics portal. It features content insights, clickthrough data, search queries, recommendation pairs, individual widget usage, and much more. To be honest, we know it can be a little overwhelming!
That's why I wanted to take some time today to outline some of the best ways our publishers use Slickstream insights to grow their sites, and to show off some of the information you may not have realized was there. Let's dive in:
How can businesses use Slickstream to increase conversion and stop losing leads? To answer that question, let's turn to our friends at Cask, a technology consulting firm that integrates our search and engagement tools throughout their site.
If there’s one thing that matters to us most here at Slickstream, it’s the visitor engagement data that drives everything we do. And while it’s all well and good to create shiny new objects for our publishers to put on their sites, in the end they have to actually drive clickthrough.
So when we roll out a new tool in the Engagement Suite, the first thing we do is test, test, test! And this week, our friends at DIY & Crafts were kind enough to let us publish the results on our latest addition: the content grid.
If you use advertising on your site to generate revenue, then you may have heard horror stories about what will happen when Google starts to block third-party cookies on Chrome -- currently slated for sometime in 2022.
We were thrilled to get a chance to talk to the folks at MarketMuse's Content Strategy Collective a few weeks back in an hour-long "Ask Me Anything" session. Our CEO Kingston Duffie and I chatted with content professionals at length about a variety of pressing topics surrounding engagement, publishing and more.
The food blogging business has not been immune to the effects of Covid-19. We heard many of our customers tell us about how advertising rates had dropped. And we were well aware that traffic levels to these websites grew significantly during the crisis.
Because of our rather unique position, we were able to put numbers to these stories. Sure enough, traffic levels have almost doubled during the crisis, while advertising rates fell to about half of their usual levels, although rates have been recovering recently.
The success of our publishers is the most important thing for us at Slickstream. When they're happy, we're happy, and that's the principle that drives all of our decisions on the Engagement Suite (and everything we do).
But to understand how we can improve, it's important we understand exactly the impact we're currently having. To that end, we periodically do voluntary A/B testing with certain high-traffic sites, which allows us to isolate our net effect over time (see our Case Study with Pinch of Yum).
Most recently, Dr. Urvashi Pitre from TwoSleevers.com was kind enough to share the results from her recent Slickstream test. The findings are really exciting, and we'll dive in below!
How is it February already?
January just flew right on by here at Slickstream, with well over 100 new websites signing up for our Engagement Suite and a whole heap of new records broken. One of those records was for total favorites (over 5,000,000 in a single month!), and to celebrate we decided to take a closer look at the content that visitors loved so much.
Slickstream publishers sometimes ask me why we use "activity time" as one of our key engagement metrics. The answer is easy. It is directly correlated to revenue -- and everyone wants to know how they can increase revenue.
First, let me explain what I mean by "activity time". This is the active time that a viewer spends on your site. Don't confuse this with session duration. That is a metric that you'll see in Google Analytics. But for a variety of reasons, it is a very poor measure of engagement. (Just think about someone who opens one of your pages and then goes out to lunch while leaving that page open in their browser.)