Why is recirculation rate so important for editorial teams?

The correlation between recirculation and loyal crowd is very straightforward:

higher recirculation rate -> higher average time spent on the site -> bigger loyal audience

But how to keep visitors lingering on your website?

Let’s hear it from one of our Clients — CN Group, UK. Here’s a story from Ian Brogden, Online Editor:

T system has allowed us to drive the recirculation rate up from about 21% to about 40% already on the News & Star. The aggregated real-time stats also allow us to make informed decisions about when to stick and when to change content. We were guessing before, now we have something concrete to work with.

We’ve spent some time looking at how the system works, paying close attention to the various time reports. They each give us a different indication of ‘stickiness’/popularity etc. From that we get a very good idea of what’s working (the red and green indicators work really well here) and what’s fading (or has faded) and where users are coming from.

That info then feeds decisions about which articles to load into, keep or manipulate in a links console we have developed.

This console is a simple unit that allows us to add article links into the main news, sport and Carlisle Utd sections at a point of our choosing. It is changed 4-5 times during the day to respond to interest etc. This is what it looks like on the web:

One hour is perhaps the biggest driver given the changes we make in the console but the Day and Realtime figures also play a major part. When the system shows us a story is declining, we have a couple of options: take it out of the console if it is already in there or add it in if it is not. New content won’t always immediately go into the console. We’ll keep an eye on the Realtime stat to see if the story ‘fired’ and caught the imagination without help. If it did, we may not add it to the console for some time. If it is in the console and is in decline, has been on social media etc then we’ll remove it.

Taking it out may not be a permanent removal. For example, we use the Day report to pull in some content that had been popular much earlier in the day (but which had drifted a little bit) for the night-time crowd.

Where we were guessing before about how engaged people were, now we know :-)”