Ever ditched an article because you figured it would take too long to read? Yeah, your readers have too. Keep them interested by stating exactly how much time it'll take. Btw, this is a 37-second read. 😉
When Brian Cray added estimated reading times to his articles, overall time on site increased by 13.8%. And he got more engagement to boot — subscribes, follows, and retweets increased by a total of 66.7%. If you're thinking that this might scare people away from longer posts, Dave Ross found that it actually decreased his bounce rate on articles over 1,000 words by 13%. And that adds up. Studies show that the more people know about something (including time investment), the more likely they are to commit to it. So either choose a platform that calculates ERT automatically or add it yourself by dividing the word count by an adult's average reading speed (~250 words per minute).
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