Views per visit? Quickish founder says ‘don’t be greedy’
Posted April 16, 2011on:
Always love to see someone turning the logic of certain metrics on its head. Page views is a staple measure used to determine whether site users like what they see enough to browse around and read more.
But if you are cluttering up content and its surrounding page furniture with links to barely relevant pages on your own site, how does the user feel when they get there? Annoyed, perhaps. Well, that’s Dan Shanoff’s take -which is why Quickish is going for a clean, simple interface in the hope this will keep people coming back.
It’s an interesting one as it takes into account the effect of content structure beyond the immediate value of a user’s visit – i.e. it’s a shot across the bow for long-term rather than short-termism in measurement for online participation.
There are two ways to try to engage people: You can try to force them — blitz or confuse or harangue them, in many cases — to try to keep clicking. Is that increase from 1.5 page views per visit to 2.0 really worth it if the reaction from the reader is, “Wow, that really wasted my time.” How is that kind of publisher cynicism a way to create a meaningful relationship with a reader?
The other way is to make the experience so simple, so self-evidently useful, so valuable, so easy that the reader might only give you (in Quickish’s case) that one page per visit for now, but they will come back every day… or a couple times a day… or tell their friends… or trust your recommendations… and ultimately have a deeper relationship with you when you introduce new products and features.