TACTICAL TIPS

How to optimize the performance of your existing Turtl documents

INDEX

Low Reads / Readers

High bounce rate

High drop-off after certain chapter

High Average Chapter page Time

Low Average Content page Time

Low engagement with interaction

Low share rate

No clear traffic/source attribution

Click through to see the listed solutions →

METRIC:

LOW READS / READERS

Solution

_#1

Review distribution:

A lack of Reads and Readers will be a result of your distribution methods. Review the audience size of your current distribution method to rationalise whether your expectations are achievable.

_#2

Check the reader journey for each channel:

If you've sent out your Turtl Doc via email, on social media, and on your website, review how you've done this. Have you made it very clear for your reader that there's an interactive Doc for them to click on? Is there more you could do to drive attention to the Doc?

_#3

Reduce the no. of clicks to your Doc:

Review your distribution methods and consider how you can limit the number of clicks/time to get to your Doc. Are you asking readers to click an email and scroll through a web page in order to get to the Doc? The longer the journey, the more readers you'll lose along the way.

_#4

Check your Bounce Rate:

If you have a low number of Reads and Readers combined with a high Bounce Rate, this means people are making to your Doc, but leaving immediately without taking any action. Review the High Bounce Rate page for more tips of how to solve this.

METRIC:

HIGH BOUNCE RATE

Solution

_#1

Check the source:

Typically we see higher bounce rates from social and paid media and the lowest bounce rates from website GIF embed opening in a lightbox.

_#2

Check the reader journey:

Review the reader's journey prior to opening the Turtl doc. Does your promotion match up with the Turtl Doc?

_#3

Check your setup:

Ensure your metadata, URL and social cards are clear, concise and contain any relevant keywords.

_#4

Check your Cover page:

Ensure the Cover Heading and Subheading is clear and actionable and the CTA button is prominent.

_#5

Check mobile preview:

If you have a high bounce rate of readers on mobile devices, check the design is optimised for mobile format by selecting the mobile preview at the top of the editor.

METRIC:

LOW CHAPTER CONVERSION

Solution

_#1

Check the image:

The image is the first thing your reader will engage with and can be the deciding factor as to whether your Chapter page is successful or not. The image should be eye catching, relevant and high resolution.

_#2

Review Heading and Subheading
on Chapter page:

Headings should be descriptive, catchy and to the point, but also as short as possible! Short titles will also optimize the Contents menu in the top left of your Turtl document.

_#3

Check the mobile preview:

Check how your Chapter page will look to your mobile readers by selecting the mobile preview at the top of the editor.

_#4

Check content:

Is the content in this chapter relevant and interesting to your readers? Are there some chapters that are more popular that you can learn from in terms of length, format, Chapter page description?

METRIC:

HIGH DROP-OFF
AFTER CERTAIN CHAPTER

Solution

_#1

Check your content:

Look at your highest converting chapters. Is there something you can learn from successful chapters that could help to inform your other chapters? Is the Chapter page image engaging? Is the description clear? Is the button text compelling? Minor improvements can make a big difference.

_#2

Re-order your content:

If you have a page with key information or a CTA or sign-up form, try moving it higher up the page order to get more eyes on it.

_#3

Make your next piece shorter:

Maybe this piece just wasn't made for long form? Look at comparison data on the Benchmark dashboard to see how your % Doc Read time compares to others of a similar length. Next time, test a shorter format next time to validate your hypothesis.

METRIC:

HIGH AV. CHAPTER PAGE TIME

Solution

_#1

Check your copy length:

All the best Chapter pages have clear and concise titles that signpost the reader.

_#2

Have one CTA on your Chapter pages:

Make it clear what you want the reader to do on each Chapter page by including a clear CTA, try changing the button text from ‘Read on’ to support this. On Cover pages, keep the Content page level off so it's clear the next action is to turn the page.

_#3

Check your choice of image:

Chapter page images work best when they are both beautiful and meaningful. Images that help to signpost the subject in the Content page level will likely see higher CTRs and Av. Read Times.

_#4

Check mobile preview:

Has the best or most meaningful part of your image been cropped for your mobile viewers?

METRIC:

LOW AV. Content page TIME

Solution

_#1

Check heading structure:

Having a clear hierarchy to your Content page sections will make them easier to follow on all devices.

_#2

Break out text with white space:

Improve reader experience by reducing cognitive load and increasing the visual appeal of a layout.

_#3

Include visuals and interactivity:

Include images or interactivity early on in a Content page section to boost engagement.

_#4

Check mobile preview:

Make sure that content is correctly ordered and cropped for your mobile readers.

METRIC:

LOW SIGN-UP CONVERSION

Solution

_#1

Explore different placements:

Is your form on the back page? Try placing in mid-way through a Doc and test how conversions change.

_#2

Check your CTA:

Is it clear and actionable e.g. 'sign-up here to get your content' or ‘contact us to hear back from a representative’.

_#3

Check the form structure:

Are you asking for too much information? Lowering the barrier can improve conversions. Is it a fair exchange?

_#4

Try a soft-gate:

Having sign-ups as optional throughout your document is a great way to build trust with your reader.

METRIC:

LOW CLICKS ON CTA

Top Tip: If you're linking off to an external web page, use a UTM code on your URL so you can track the traffic that's come directly from your Turtl Doc and compare to other sources.

Solution

_#1

Check your measurements:

Calculate your interactions based on the number of readers of the specific chapters, rather than the overall reader numbers. This gives a truer reflection of conversion rate.

_#2

Check your design:

Consider how you're presenting your CTA. Is it a hyperlinked line of text, a button, a large text box, an image? Is it bright or dark? Your primary CTA should be clearly distinguisable amongst your other content.

_#3

Repeat and repeat again:

Is your CTA hidden on the last page of a Chapter page section? If so, think about repeating your CTA at key points throughout the Doc to ensure it has enough eyes on it. Try using different variations of text to see which works best.

_#4

Review the data:

Are there certain CTAs which are performing best? If so, are they a certain format? Do they have a certain design. See what you can learn from your data and use that insight to optimise your Doc.

METRIC:

NO CLEAR TRAFFIC /
SOURCE ATTRIBUTION

Solution

_#1

Filter analytics by source:

Start by filtering your data using the Source filter at the top of the analytics dashboards. See what channels you can filter by and review key metrics like Reads and Read Time readers to understand what's more effective.

_#2

Start using UTM Codes:

To get more granular with Sources and to have more control, start using UTM codes, unique queries you can add to the end of a URL to help split out traffic sources. These can help campaigns, sources, and even the performance of certain keywords. Start using them to track and compare the performance of each individual channel and campaign.

METRIC:

LOW ENGAGEMENT WITH INTERACTIVE CONTENT

Solution

_#1

Check your measurements:

Calculate your interactions based on the number of readers of the specific chapters, rather than the overall reader numbers. This gives a truer reflection of conversion rate.

_#2

Include a clear CTA:

Tell the reader more about your videos, audio snippet or polls. Place text in a bright feature box next to the interactive element.

_#3

Check your design:

Check your interaction is clearly distinguishable on your page and has space to breathe. If it's a poll, choose a bright colour that stands out on the page.

_#4

Review the data:

Are there certain formats such as graphics or polls which are receiving the most clicks? Could you look to include more of these in future Docs? Conversely are there any formats which aren't delivering return compared to the time taken to create e.g. a long video.

METRIC:

LOW SHARE RATE

Solution

_#1

Don't panic:

Share Rate is calculated by looking at the number of readers who shared a Doc using the share buttons within your Doc (in the toolbar, on a widget etc). This doesn't count any manual shares where a reader passed along the URL of the Doc. Start by looking at the benchmark dashboard to see how you compare to other Docs and industries.

_#2

Ensure widget sharing settings are on:

If you're using the Quote or Poll widget, ensure the sharing options are on so readers can quickly share content.

_#3

Add custom CTAs to encourage sharing:

If generating shares is a primary objecitve, consider adding custom CTAs into your Doc to encourage readers to pass the Doc on. This could be a simple button, a text box or a graphic.

_#4

Create share worthy content:

Sometimes, your content just isn't share-worth, and that's OK. Consider what you could do to really make an impact. Could you use polls to create a rich and engaging experience, or use a public personalization form to allow readers to self-personalize the content in the Doc. Consider what you can do to stand out from the crowd.