The Power of Content Relevance to Unlock User Engagement
For those who provide access to content within applications or sites, content relevance is a key that unlocks user engagement. It’s a simple concept; however, getting the right content to the right user at the right time is easier said than done, and is something that is always being tweaked and perfected. Just look at Netflix, who awards the Netflix Prize to anyone who can improve upon their algorithm to provide more relevant content. W3i can help put you on a path to stronger user engagement through content relevance by utilizing item-based similarities, implicit user behavioral data, and explicit user data. Let me explain the basic concepts behind each of these components.
Item-based similarity is the simplest form of content relevance. If a user views a piece of content in a particular category, other content relevant to that category should be displayed. An intuitive categorization structure should be utilized so that users can discover content that is meaningful to them.
Implicit user behavioral data is based on numerous data points collected from how users are interacting with content. These data points work in collaboration to provide a relevant offering to the user. This involves no thinking on the user’s part; conversion rates, open rates, view rates, etc. can be used to build neighborhoods that are catalyzed by the idea that people can be grouped based on like actions.
Explicit user data involves asking the user their content preferences. This involves a cognitive aspect, so not all users may input this information. This data is usually more accurate than implicit data. By elegantly asking a user what content they prefer when they begin to use an application, during a survey or during a registration process, this data can be utilized to present the user exactly what they want to see.
For users to find value in your application or service, they must be presented with relevant content. This is a problem that is conceptually straightforward, but in execution, becomes increasingly complex. I’ve explained the basic concepts of item-based similarity, implicit user data, and explicit user data to improve content relevance. Contact W3i to work with us and gain further insight into how to increase user engagement in your applications or on your sites.
Eric Montag, Product Manager, W3i Holdings, LLC
Eric uses his experience in graphic design, mobile, and internet marketing to lead the charge in product research, planning, and execution, from both a consumer and business standpoint.
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