The methodology

If you’re interested, here’s more about what we did…

Turtl analyzed more than 28,000 documents produced by clients across a range of sizes, locations, and sectors.

The clients included organizations from small businesses to large corporations, in B2B and B2C markets. The types of documents were varied, including newsletters, brochures, white papers, and more – all indicated by the word count in the tables.We then split the analysis by gated and ungated content. We also included content designed for different purposes, from lead generation and demand generation to upper- and lower-funnel content.

Below is how we define the metrics captured:

Average bounce rate: The average percentage of readers who left without turning or interacting with a page
Average number of readers: The average number of readers who read a document and didn’t bounce
Average read time: The total read times divided by the number of readers
Average interaction rate: The total number of interactions divided by the number of readers
Average sign-up rate: The percentage of readers that completed a sign-up form, excluding gating prior to accessing the document