How Nova Entertainment changed its UX for better content engagement

What this radio station had to do in order to meet the changing content consumption needs of consumers

Content marketing

On top of this, Tohme said Nova is experimenting with it content marketing approach, and constantly looking for the potential to commercialise. Key to this content marketing is again the platform on which the sites are built. This has enabled not only a faster load time and an eternal scroll for better engagement, it has also allowed A/B testing and the use of metrics for continuous improvement.

“Merging our platforms into single content management system and the ability to form one platform to distribute our content has been invaluable,” Tohme said.

“It is now far more efficient to create and distribute and also curate content. That was the main decision to build a single platform and to choose WordPress and WP Engine. And then by doing that, it means bringing together all our data to determine what's working, what's not working, do A/B testing for content, and then perform analytics over the entire scope of our audience.

“We have continuous test and learn approach, we do a lot of A/B testing on a day to day basis for mainly content, and even content creation when it comes to what headlines, what photos, what is the best length of the content. We curate the main pages within the content hubs, so each page would have the right localised experience."

The next phase of the project is to build dynamic content, so every user will have relevant content not just when on Nova's website, but also across apps, post experiences, EDMs and push channels.

Helping this ambition are different measures depending on purpose. "One of key purposes operationally was to be able to quickly create content and distribute content on multiple channels within a small time frame," Tohme said.

"The other one is more engagement, and how can we increase engagement from an audience perspective. We have shifted from just looking at page views, to more engagement time, so how far users read through an article, where they are dropping out, where they click next, so it's more engagement time, and a shift to quality versus quantity."

Tohme was proud of the fact Nova had increased engagement time on assets. "We're looking for more of that loyal, committed audience, rather than a reader just every now and then. And we know commercially, we want to be working towards more branded content than just display ads. And to do that you need this more loyal customer and audience," he said. 

“But also we want to move from just anonymous audience to addressable audience, so we want them to actually log in with us or register at least once, or subscribe with us, so we know who they are and then we're able to deliver more personalised experiences to encourage engagement for longer, and more often. So these are the key metrics we want.”

The tech and strategic approach

XWP Agency chief revenue officer, Amit Sion, noted a few things about the Nova project that are quite unique.

“A big focus when we started was on performance of the sites. Especially when we talk about targeting youth, where they used to everything being on demand and any more than two seconds and they're bored, and they're out. So fast loading was key,” he told CMO.

“Also, performance has such a big impact on search engine optimisation, so we employed a technology called AMP, which is a plugin for WordPress to make websites load faster. That's something we were working on quite actively with Google and it was quite neat in that Nova was taking on this technology as it was coming out. There were even elements where we're linking in with our Google team to make sure we're learning from how it was being used by Nova and feeding this information back to Google."

Another innovative element was around the different ways people consume information and notably, how people like to consume information from multiple sources at the same time.

"The same way, when people were going to the Nova site, the ability to have radio streaming at the same time as clicking through on the sites... and not having to open it in a separate window was important. So we have a persistent radio player, which is quite new and not being done by many other radio stations worldwide," he explained.

The last one was the infinite scroll, or ability to load numerous long articles. "If we're able to load the content continuously as the user is scrolling that allows us to provide the sort of positive experience which is quite popular now," Sion added. 

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