In recent years, Cox Media’s Palm Beach Post has made a huge push to increase digital engagement and provide the optimal experience for its online customers. One of the ideas that came to fruition was a “trending page” on its premium, subscribers-only Web site.
The media company created a page that can provide real-time information on what stories are most popular on its Web site at any given time.
This innovation eliminates the delay in capitalising on the top performing stories, while simultaneously delivering channels with which customers can stay on top of the most relevant stories in their community.
The Post was able to execute the page by utilising existing tracking data previously used for internal purposes only. It used the application programming interface (API) from tracking data to build a programme to strip performance metrics and instead display clickable links that customers can use to navigate to popular stories.
The Post formally launched the page in mid-January 2015. Since then, the page has continued to gain momentum among users. Metrics show:
- 12% of its overall traffic comes from a typed or bookmarked URL.
- The average number of minutes on site increased by 49%.
- The page has contributed to deeper navigation on the site by an increase of 7.4% in pageviews per visit.
The Post is pleased that it has succeeded in increasing digital engagement and provided a better customer experience, and its customers are clearly pleased with this innovative idea.