At Metro we sometimes talk about taking a “sales funnel” approach to user loyalty. What would it look like?
Maybe something like this…
- View an article
- Think the article is great (e.g. great enough to share on Facebook)
- View 2nd article within one week
- Think that article is great too
- “Sign-up” e.g. follow Metro on Facebook
- Visit the metro.co.uk homepage direct
- Install app? Customise homepage?
What do you think?
It’s seems that the bit we struggle most with is (5) the “sign-up” step.
Some relevant data:
- Last month we had 30 million unique visitors
- Last month we had 13 million “return visits within 7 days”
- We have 0.9 million followers on Facebook and Twitter
- I don’t know how many shares we had last month
BuzzFeed have a “Like BuzzFeed on Facebook” box at the bottom of articles.
Upworthy crank up the call to action if you’re a return visitor.
Traditional sites seem to rely on comprehensive content (BBC and MailOnline), strong values (Guardian) and sensationalism (MailOnline).
What if we target users who are visiting Metro via Facebook?