1. How to
significantly increase
the dwell time in your
e-publication.

2. There is a huge difference between print and online
publications – so just converting a PDF of a paper
document into an e-paper you can flip online, is good
but it will not take you all the way to having a
successful online publication.
In addition, another issue with simple e-papers is that it
can easily bore your reader. These e-papers are made
for the offline world with their small fonts and for the
online readers boring contents. Zooming in and out and
having no multimedia components as users are used to
in the internet, result into bored readers and therefore
short dwell times.

3. Our 5 years experience in this field showed us that an
average simple page-turner keeps your readers
interested only for a few minutes.
On the other hand, the analyse of the behavior of the
users of advanced e-publications, shows that the
retention time of multimedia publications are far higher
than the one of websites (even websites with similar
content).
In fact, while an average user remains 4 to 7 minutes
on a website, he will remain 12 to 25 minutes on an in-
teractive multimedia publication with the same content.
See here the study
“The case for advertising in
interactive digital magazines” of
Josh Gordon.
Here you can see
a summary of this study

4. EngagE
InspIrE. and

5. If you want to achieve dwell times of more than 10
minutes than you will have to engage your readers from
the start taking in consideration following points.
1. The first thing is to start thinking
online instead of thinking Paper.
The layout used for the paper flyer takes in consideration
the specificities recommended for a good paper
document while keeping the number of pages as few as
possible in order to limit the printing costs.
In the online World, The usability is the most important
criteria for the success of any Website or e-document.
The number of pages is not a limit any more.
The usability aims to:
1. present the information to the users in a clear way.
2. Put the most important Buttons (or call to actions) in
the right places and improve their click rates.
3. give the correct/wanted choices to the users, in an
obvious way.

6. The trust of the user increases when
he perceives that the system is usable
which results in a positive influence on
user’s satisfaction and in an increase
in the degree of loyalty.
Font, Font size, page structure, links
and navigation, color, and contrast:
all these are important components of page legibility and
usability. Consider them carefully. They work together.
Visitors see a well-designed, easy-to-read, and
informative e-publication.
They’re likely to stay for a while and make
many return visits!

7. A research done by the Software
Usability Research Laboratory (SURL) at
Wichita State University study came out with
following conclusions:
1. LeGibiLiTy:
The most legible fonts were Arial, Courier, and Verdana.
Comic Sans was found to be the most illegible of the eight fonts evaluated.
2. ATTRAcTiveneSS:
Study participants found Georgia and Times New Roman the most attractive fonts.
3. FonT Size:
At the 10 point size, participants preferred Verdana. Times New Roman was the
least preferred. At the 12-point size, Arial was the most preferred and
Times New Roman the least preferred. Overall, Verdana was the most preferred font
and Times New Roman the least preferred.
Having no page limitation gives you too the freedom of
using as much pictures and picture galleries e.g.
sliding-shows you want. As you know, in online Media,
a picture is worth more than 1000 words; instead of using only
1 or 2 small pictures for each product, you may opt for a large
picture and add a picture gallery containing other pictures of the
same product.

8. see here an example oF the optimization oF a
paper Flyer into a multimedia e-Flyer:
See the original PDF here
the main changes
you may notice are:
1. 2 Products/page instead of 4
products/page + larger products pictures
2. Less text. All the small printed texts are erased. In the
e-flyer the product’s description text is inserted in a Pop up
window you get to by clicking on thebutton “Weitere Produkt
Infos”

9. See the optimized PDF here
3. The fonts are larger. From size 7 on paper to size 13 for the
online Flyer
4. Larger prices. A shopping cart button leads to the webshop.
5. More products pictures are added.
You get to these pictures by clicking on this button:
6. The navigation of the eflyer is kept outside of the
pages in order not give the maximum of space to the products.
See here the final e-flyer.

10. 2. use as many videos as you can.
if 1 pictures says 1000 words, than a video replaces
1000 pictures. you can use product videos, tutorials
and a video as page background (the page content
will be placed above the background-video).

11. The texts can be reduced to the maximum or added
entirely but with a scroll function in order not to compete
with the space reserved for the videos.
The text related to the video shouldn’t be smaller than font
12 – this will be great for your reader, being able to see
everything without the need of zooming in.

12. 3.think oF vertical navigation:
in e-publications, you can navigate horizontally by
turning the pages and going to the next page.
However, you can navigate vertically too by going deep
in the content and remaining on the same page.
We call this vertical content “underpages”.
Underpages give a feeling of interactivity.
The content responds to the curiosity of the reader to
discover more about one subject.
Different buttons and interactive features will lead him
from one layer to the next and will keep him constantly
engaged and curious of discovering content he wasn’t
thinking to get.

13. Use the power of animations
to explain complicated things
very easy, lead through ani-
mations also further in your
publication – this is like a red
thread, which your readers
can easily follow.

14. 4.entertain your readers through
interactive quizzes!
Let them learn more about your products, services, articles
and build a relationship between them and your company.
As an example for one of the leading electronic stores in
europe „MediaMarkt” we have inserted, in almost each flyer a
quiz offering to help the customer to know which kind of
electronic gadget he is.
example: “What kind of Mobile User are you?” or “What kind of
Photographer are you?”. The statistic shows a great click rate
through these quizzes. See an example of a MediaMarkt quiz here

15. The client seem to have fun discovering their gadget type.
The result of the quiz can take the reader directly to
a specific product which corresponds to his type and that he
could purchase.
it can also lead him to a form where he enter his details and
participates in winning something.
This way you keep your customers longer on your e-publication
and you get feedback and contact details from them.

16. 5.integrate small online games.
When the idea is funny and interesting and the
game is well concieved, even small games can make
wonders. Playing a game within an e-publication
increases the dwell time enormously and participates to
the spread of this e-publication.
The game, and therefore the e-publication, will be actively
shared among the readers who are active on social
networks.

17. see here some interactive games
in successFul e-publications:
This is why you must think here about integrating the
social network sharing feature in the e-publication.
Games, even simple and small ones, can have a huge
viral effect. you can here expect a big flow of new
customers and readers.

18. 6.insert interactive polls and
direct Feedback Forms.
Polls show your readers instantly
what the others are posting or commenting
about your products/services – of course you
can handle this by just giving them multiple answers
to select. Such polls seduce for interaction, create
enthusiasm and lead to longer retention times and higher
Response rates.

19. in the example below, the poll is a
feature that anyone can integrate
into his e-publication without any
programming knowledge.
you just have to specify the question you need
your customers to answer and precise
some possible answers.
each new customer will see instantly the accumulated answers
of all those who saw the publication before him.

20. 7.use personalization -
everyone loves to read his name on name cards, pens,
wallets etc - it makes people feel special, so use this power
and bring the names of your readers and customers in the
content of your e-publication. you can do this on videos,
surveys, polls, animations, games - make it fun and surprise
them.

21. enter your name on the cover of the publication below, and
discover where it appears in the following pages:
you can ask for your customer’s name in the front cover of
your e-publication and than use it to get his attention inside
the magazine. As example: “Do not miss our special
promotion on this page „Mr. John Willis (client’s name)”
– this keeps him longer in the publication as he feels
personally addressed and remains curious to discover
where and how his name will appear further.

22. 8.use links leading to
more content.
This content can be on your landing pages, website,
webshop or on other websites.
Keep the landing pages open in iFrames (a pop up
window in the same browser of the e-Publication” and
not outside in a new browser).

23. This way you don’t send your readers away from your
e-publication.
you can see an exemple of an iFrame by clicking on the
“Hier online bestellen” button in the flyer above.

24. all the measures mentioned in this
whitepaper will lead to longer
dwell time oF your readers/clients
in your e-publication.
A high end e-publication solution offers you a tracking tool
which allows you to analyze the dwell time and the behavior
of your users in your e-publication.
you are than able to see which features and contents are
leading to which retention, which design they find
attractive and which one they don’t, which components
make them react and which ones leave them indifferent.
you can see how long a customer spent on a certain page,
which videos he watched and for how long.

25. The screenshots above of the page show you which
results you should get from the statistic tool of a well-
developed e-publication solution.
All these information allow you to optimize the next
e-publications in order to get stunning results in dwell times.

26. If you have any question about increasing the dwell time in your
e-publication, please get in contact with our experts team and
get your questions answered.
They can advise you in this and other questions like:
. What can I do to make a successful e-Marketing for
my e-publication
. How can I transform my e-publication into an interactive
e-publication if I have no programming and design knowledge?
. How to increase the dwell time in your e-publications?
Get a free advice here from one of our e-Publishing experts.
We are here to help!
www.actionpaper.net