Bloomberg Media’s innovation lab, BHIVE, has looked into the question “What do social news audiences want from a mobile article experience?”

In an initiative they dubbed Project Dora, BHIVE is trying to zero in on why “Bloomberg.com’s social article readers were the likeliest of our online audience to “read-and-leave,” according to Karen Johnson, head of design research at Bloomberg Media. 

The information garnered from the project inspired BHIVE to create a mobile web article template designed for users coming to Bloomberg.com from social, Johnson says. In a test to 5 percent of Bloomberg’s audience, Dora tripled article engagement (through articles shares) and showed significant rises in article completion rates and drops in exit rates, according to Johnson.

“Dora social article readers were three-times likelier to share what they read (we saw a 200% increase in article shares) and significantly more likely to read articles through to the end,” Johnson writes.

Dora is launching to the entire Bloomberg mobile audience this spring, Johnson says.

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