In our first conversations with the team at Autodesk, it was clear the focus of the project would be centered around increasing user engagement. Engagement is a product of your site’s page completion percentage (expected time on page), sharing, and return visits. The term ‘engagement’ is elastic, but all the potential data points revolve around the user investing time to interact with your brand. Producing high-quality content is the most important factor when aiming to increase engagement — and the team at Autodesk has always done a great job generating consumable content. The other side of this discussion involves site load time, design, and building tools that optimize user experience. Actually delivering ‘high-quality’ content and developing a ‘great’ user experience often requires years of commitment. Let’s explore.
- Custom Web Application
- Digital Publishing
- Responsive Website
02Sign-On, Suggest, Save & Subscribe
Our custom sidebar facilitates the majority of engagement behaviors — all in one place. One-click social sign-on allows the user to view recommended and saved articles, comment in the thread, and subscribe to Autodesk’s newsletter.
This front-end tool feeds insights into a panel administrators use to interpret previous activity and predict future behavior. Users can track article progress while enjoying unique features on every device.
03“Engagement is the Conversion”
Our team has worked with businesses at every stage of the content production process. Quality must be delivered, first, before traffic and time on page improves.
The second mandate is consistent content production. This practice will sharpen your writing, create anticipation and generate return visits. A month-over-month return visitor increase implies perceived value from your audience. Return user social sharing and word-of-mouth feeds new visitor growth without requiring advertising expense — all crucial steps in growing your online presence.
As your audience grows, so will their desire to learn from others. Evaluating and recruiting new authors is necessity for continual content production. This approach will further grow new/returning visitors as your audience views your brand as an authority on multiple topics. Contributing authors also provide you with the precious gift of time, enabling the development of new revenue streams.
Finally, you must diversify. Chad Smith generates over 600,000 monthly visitors at Juggernaut Training Systems. He discussed managing content diversity with Drive Magazine: “You can’t continually engage the reader by producing the same content, on the same medium, using the same platform. You have to vary not only your topic, but your depth as well.”
As we began our Discovery Phase, Autodesk’s internal team was consistently producing strong content, introducing new authors, diversifying future material, and creating unique interaction tools — all of which laid the foundation for our strategy moving forward. It was time to build.
04Better Content Starts with Data-Driven Insights
Analytics are everywhere. There is no shortage in data, but what do all the numbers mean? Brand managers need the ability to understand what causes certain behavior. A report documenting an overall increase in new visitors, bounce rate or conversions does not satisfy the needs of today’s decision-maker.
What if one metric measured quality for an entire site? What if a platform revealed the specific reasons why a piece of content performed well? There was a better analytics dashboard out there, we just had to build it. That’s exactly what we did.
Our custom dashboard emphasizes insights over data. Rather than average page time, we measure ‘engagement’ by calculating predicted read time based on character count and on-page user activity. We approached seven other key data points in similar fashion to facilitate direction rather than guesswork.
We paired backend functionality with frontend features. Anticipated read times, saving material for later and viewing recommended articles provide Autodesk’s followers with a unique experience — on every device. An innovative, scalable server configuration ensures performance in the face of attack and heavy user load.
In the first 60 days, sessions, new users and organic traffic all doubled. Users chose to continue reading 500% more and conversions dramatically increased. More important, Autodesk now measures persona reading preferences, can identify the most engaging author, and understands where they need to invest resources to continue growing.
Ready to innovate and inspire?