Why is structure important in writing?

Groove HQ: Features increase reading by 520%, readers by 300%

The feature-style story structure attracts 300% more readers and increases reading by 520%, according to an A/B test by Groove HQ.

Simply adding an anecdotal lead — the team didn’t change any other content — caused nearly three times as many people to scroll to the bottom of the post. It also increased time on page by more than five times.

Alex Turnbull, founder and CEO of Groove, suggests, among other things:

• Starting with a scenario
• Adding dialog to an anecdote
• Focusing on emotions

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Source: Alex Turnbull, “The Power of Storytelling: How We Got 300% More People To Read Our Content,” Buffer, March 22, 2016