Content
- What is scroll depth and its significance
- Why scroll depth is important for promotion
- How to calculate scroll depth
- Common misconceptions about scroll depth
- Where to check scroll depth
- How to evaluate scroll depth
- Why scroll depth may be low
What is scroll depth and its significance
Scroll depth, or readability, is an important metric that measures the percentage of readers who have completed reading a publication to the end. This metric helps assess how effectively the content attracts and retains the audience's attention. Increased scroll depth indicates that the material is engaging and readers want to familiarize themselves with it fully. For example, when comparing two publications, one may be found to be more appealing to users than the other.
Why scroll depth is important for promotion
Scroll depth plays a key role in content marketing, especially on commercial websites and corporate blogs. It is used as an additional metric for analyzing reader engagement. Important aspects include:
- Assessing content attractiveness: how well the material meets the interests of the target audience.
- Increasing user loyalty: companies with useful articles are perceived as experts, which builds trust.
- Nurturing the audience: helps users become interested in the company's products and services.
On social media platforms and blogs like "Zen," scroll depth has its significance. A high percentage of completions contributes to more active promotion of the material by algorithms. In some cases, scroll depth directly affects monetization, as, for example, in "Zen," rewards are calculated based on the time users spend on the page.
How to calculate scroll depth
The formula for calculating scroll depth is quite simple:
- Scroll Depth = Number of Completions / Number of Openings * 100%
Generally, the number of completions is less than the total number of views, as many readers close the page without fully reading the material. Some analytics systems provide more detailed reports, including a scroll funnel for various parts of the text, allowing us to understand at what point readers leave.
Common misconceptions about scroll depth
Scroll depth should not be confused with other metrics, such as:
- Completion: this is a metric that records whether a user read the material to the end.
- Scroll depth: shows what portion of the text the user is reading, expressed in percentages or fractions.
These metrics help to better understand reader behavior and their interaction with the content.
Where to check scroll depth
For analyzing scroll depth, analytics systems like "Yandex Metrica" can be used in the "Content" section. Many social networks and blogging platforms, such as "Zen," also provide analytics on completions in users' personal accounts. Specifically, in "Zen," after reaching 100 completions, a heat map opens that shows how many readers reached certain parts of the article.
How to evaluate scroll depth
Initially, scroll depth was primarily used in the media, with an optimal completion rate considered to be above 60%, and excellent above 85%. However, for commercial and personal blogs, these values can vary. Evaluation should take into account:
- Size of the material: longer articles tend to have lower scroll depth.
- Results of other articles: comparing with average metrics helps establish benchmarks.
- Other engagement metrics: it is important to analyze scroll depth in the context of other indicators.
Why scroll depth may be low
There are several reasons why scroll depth may be low:
- Mismatch of expectations: the headline may not match the content.
- "Watery" text: excessive use of introductory phrases and unnecessary information.
- Formatting issues: poor layout or low-quality images.
- Errors in the material: factual errors and typos can distract readers.
- Long text: larger publications are generally read less frequently.
Each of these reasons can significantly impact audience engagement and the overall effectiveness of content.