Increase the screen time of your blog by up to 13.8%
1 min read
Medium, with it’s clean page design, makes reading a lot smoother. Have you ever noticed the read time it provides for every article?
The strategy below is mentioned on MarketingLand.
Brian Cray added similar estimated reading times (ERT) to his articles, which drastically improved the overall Time on Site (Reading Time) by 13.8%. He mentions, “people either followed me, subscribed to my blog or retweeted my articles 66.7% more often.”
This is great for small articles, but what about longer articles?
If you’re thinking that this might scare people away from longer posts, David Michael Ross found that it decreased his bounce rate on articles over 1,000 words by 13%.
Why does this happen?
Because people want to get into more details, and if they can see the high ERT, they will probably save to read it later and may return to your article again and again for deep insights.
The bottom line is, it increases the screen time and reduces the bounce rate.
To apply the estimated reading time to your posts, you need to divide the word count by an adult’s average reading speed (approx 250 words per minute), or you can calculate ERT automatically by using tools like Read-O-Meter or WP Time to Read.