So your news organization now gets the majority of its pageviews through mobile devices. Now what? At the Online News Association conference in Chicago, mobile bosses from The New York Times, CNN and BuzzFeed dispensed tips for boosting mobile growth. Here are four of them.
- Become a metric sleuth
One evening earlier this year, CNN saw a confusing uptick in mobile traffic, said Etan Horowitz, senior mobile editor at CNN. The editors were puzzled. Why the sudden spike? Upon further investigation, they realized the pageviews weren’t caused by any stories posted to CNN’s mobile site. Instead, they came from a video of a scary-looking baby terrorizing New Yorkers that had been shared on CNN’s social media accounts.
Sometimes, as in the case of the “Devil Baby,” traffic spikes are one-offs, caused by popular pieces of content. But other times, they’re attributable to a pattern that can be exploited for more pageviews.