出版与作家生涯2013fastcolabs.com
当出版商投资长篇故事时会发生什么
This Is What Happens When Publishers Invest In Long Stories
导读
这篇文章讲出版商投资长篇报道之后，读者参与度和网站数据发生了哪些变化，以及长内容为何能留住读者。写作者值得一读，因为它既展示了长文的价值，也提醒我们：宣传长文效果的数据往往不可靠，需要看清衡量方式。
可以直接用的写作要点
- 01
别被“跳出率大降”这类亮眼数据说服，先弄清它是怎么统计出来的；统计方式有误可能夸大效果。
- 02
对内容型网站来说，用停留时间而不是页面浏览量来判断一篇长文是否成功，更接近真实阅读体验。
- 03
优质的长文策展（如 longreads、longform）能显著提升读者的阅读量和付费意愿，说明读者愿意为筛选过的深度内容买单。
- 04
长文的价值不只是流量数字，还包括读者对记者的信任与敬意，以及“读完更了解世界”的长期收益。
HN 评论精选
长文带来的真实跳出率改善远小于文章宣称的数字，数据被统计错误夸大了。
网站源码里多处插入了 Google Analytics 代码，这会扰乱追踪并人为地大幅拉低跳出率。以我做内容网站的经验，从短文转向长文带来的真实跳出率下降大约只有 5% 左右——比如从 77% 降到 72%。这仍然显著，但远没有重复插入 GA 代码带来的下降那么夸张。
regal查看英文原文
The site appears to have Google Analytics placed multiple times into its source code. This messes up tracking and artificially dramatically drops bounce rates. In my experience working with content sites, the real bounce rate reduction you see in moving from shorter articles to longer ones is closer to 5% or so - from, say, 77% to 72%. Still dramatic, but not nearly as dramatic as the drop you'll get by double-inserting GA code.
优质策展让长文阅读量大幅增长，读者愿意为筛选好的深度内容付费。
自从我因为 longreads.org 和 longform.org 这类优秀网站而改用 Kindle 读新闻，我的阅读时间暴涨，而且只要可能我就为这些策展服务付费。用了这些网站后，我觉得自己对世界了解得更清楚，也对长篇报道记者怀有深深的敬意。我很希望这种“存根”想法能扩展到让 Kindle 管理更新——这对读者和记者都令人兴奋，我愿意为此订阅。另外，这些网站能把文章直接发到我的 Kindle 邮箱，或者我用 Readability 插件右键任意链接按需获取内容。
marquis查看英文原文
Since I became wedded to my Kindle for consuming journalism thanks to the superb sites such as http://longreads.org and http://longform.org * my reading time has exploded, plus I pay for services where possible as I am in need of their curation. Since using these sites I feel better informed about the world and I have a deep, deep respect for longform journalists. I'd love to see this stub idea extend to the Kindle being able to manage updates - it seems to be an exiting idea for readers and journalists alike and I'd willingly pay a subscription. *fixed url typo Also - these sites can send articles directly to my Kindle email, or I use the Readability plugin to right-click on any url and have the contents delivered on demand.
跳出率等指标在长文场景下失真，应改用停留时间来判断内容是否成功。
我很欣赏他们在内容和分析上的实验，但数据看起来自相矛盾。跳出率的定义是 1 减去“有多次事件的访问数/总访问数”。GA 默认设置除页面浏览外不记录任何事件，所以“多次事件”就意味着多次页面浏览。可文章里的图表显示，跳出率下降的同时每次访问的平均页面数却保持不变。跳出率要下降，页面数理应上升……除非还触发了新的事件。我猜（正如前面评论者所说）他们上线了某种只对部分访客触发的事件，比如向下滚动一定距离。一旦该事件触发，这次访问（默认情况下）就不算跳出，也会影响停留时间。我认为内容型网站的跳出率其实应该用停留时间阈值来设定。大多数访客不会读超过一页，所以页面数是很弱的“跳出”指标。有人可能读了 10 分钟仍被算作跳出，这对一篇非常成功的文章并不公平。
petenixey查看英文原文
I love it that these guys are experimenting with content and analytics but the stats look contradictory. Bounce rate is 1- n_visits_with_more_than_one event/n_visits. The default GA setup doesn't register any events except page views so "more than one event" means more than one page view. However the charts in this article showed that while the bounce rate fell, the average pages per visit stayed constant. For bounce rate to drop you'd expect pages per visit to rise... unless there's also a new event being fired. My guess (as suggested by some commenters here before me) is that they shipped some type of event which fires for a fraction of visitors - scrolling a certain distance down the page perhaps. If this event fires, the visit won't (by default) count as a bounce. it will also effect time-on-site. Time on site is normally zero unless you visit another page or fire an event. In this case it's determined by the time of the last page view or event that google registers. If they did ship an "on 400px scroll" event (for instance) then for each visitor for whom the event fires for, the "time on site" will be registered as the time of the event. For my money, I think that bounce rates for content-driven sites should actually be set by a threshold time-on-site. Most visitors don't read more than one page so it's a very weak indicator of a "bounce". Someone could read for 10 minutes and still count as a bounce which isn't a fair appraisal of a very successful article. The raw "bounce metric" makes sense for a transactional site where onepage view == no Revenue but makes little sense for a site where one ten minute read of an article is exactly what the author hopes for.
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