Content Scores - How Are They Calculated?

January 7, 2015 Uberflip Customer Success

Your Content Scores make it easy for you to understand, at a glance, exactly which content is engaging and converting.

How Content Score Works for Items:

For each Item we compare the collected stats like Landing Visits, Assists, and Shares against an overall baseline figure for the hub in order to determine how effective the Item was in each category.  See this section for further explanation of Content Score Variables

The Baseline is determined by looking at the combined views for every item in the Hub and applying a multiplier.  If the resulting figure is above a particular minimum value, we use that for the baseline comparison figure.  If the calculated figure is below the minimum we use a set value of 25.  This figure then becomes the minimum number of views an item requires to be scored.  If scores are not showing up in a user dashboard, the most likely reason is no individual item has more than 25 views.

From there, we look at each item's (if it has enough views) performance in each category.  Each category has its own thresholds for comparing it to the baseline in order to determine how close to a 'perfect score' the item has reached.  So if we define the perfect score for landing visits as being "50% of the baseline value" then any item that has (landing views/baseline > .5) would score 100% within the given category.  From there we combine the categories through a weighting formula in order to create the final item score somewhere between 0% - 100%.

How Content Score Works for the Entire Hub

Calculating the content score for the overall hub is somewhat easier; it’s a weighted average of the scores of the items within the hub.

One thing to note with your overall Hub Content Score is that the leads and clickthroughs for your Hub are not a simple summing of the leads and click-throughs on the items themselves. 

So, if a user lands on the home page and clicks a form CTA in that stream it would be counted against the hub, but not against any particular item.  Because of this, it will show up in the Hub Content Score, but will never contribute to a specific Item's score.  Therefore, if a user was to notice a difference between the total of their items and that top score, then that's to be expected.

Check Out The Video:

Introducing Content Score

 

 

Content Score Variables Explained:

  • Pageviews: Your pageviews are used as a basis for your content’s score. It doesn’t matter if a blog article has 1,000,000 pageviews or 100 — it’s all relative. That means small companies with less traffic can still achieve a high score compared to larger enterprises that can drive tons of traffic to their content. It’s all about how your content is performing on the rest of the key attributes in relation to these pageviews.
  • Shares: We look at how many shares a piece of content has received relative to the number of views. We actually only look at the share intent from your actual Hub, and not re-shares such as retweets that happen on social networks. Those effects are captured in the score when looking at Landing Visits.
  • Landing Visits: Again, relative to a content piece’s total pageviews for the month, we look at how many of those were also the entry for that visitor into your Hub. This is significant because it means that either your SEO, social networks, or email campaigns are driving traffic directly to this piece. The closer to a 1:1 relationship of pageviews and Landing Visits, the better your score.
  • CTA Click-throughs and Leads generated: The score in general is highly influenced by conversions. So it’s no surprise that CTA activity will boost your score. Since there are 2 types of CTAs, there are 2 types of CTA activity: Click-throughs (which may go to another landing page or website)  and Leads generated. Click-throughs do not guarantee a lead and therefore are not as powerful as Leads generated, which occur with a Form CTA connected to your marketing automation software of choice. If you’re not using Form CTAs yet, you should. The better your efforts in tweaking your CTA taglines, placements and relativity, the higher you can push your score.  NOTE:  The Lead score is solely measuring Form CTA submit actions.  If the same profiled user submits mutliple CTAs, the Lead score will add +1 each time.
  • Assists: Not every piece of content is designed for conversion, and that’s ok. For example, if a visitor watches a video and proceeds to read a blog post on which they convert into a lead, that video will receive an assist.

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