[Sigia-l] IA Mythbusters - impact of redesign in traffic

[Peter Van Dijck]

Pfew!

1. Your URLs should get redirected, else you're just throwing away free money.
2. I actually have seen a different effect: immediately traffic gets a
small spike (users explore the new features), then it settles down and
there should be some growth.

Peter

On 9/6/07, Christopher Fahey <chris.fahey at behaviordesign.com> wrote:
> > "Whenever sites go through redesign there is a dip in traffic, then
> > rebound and increase [...] 20% dip is an industry standard (average),
> > but the dips range typically depend on the scope of changes"
> >
> > From your experience, what validates or invalidates this?
>
> Are you trying to find support to back up the 20% number, or just the
> fact that traffic goes down? If the latter, there should be little
> controversy: Any redesign (assuming something more than cosmetic) is
> bound to result in URLs that don't work and search engine indexes
> that need to catch up with all the new links, often from scratch.
> Without an airtight server redirect strategy, this is almost
> unavoidable. Even without the confusion users might get when seeing a
> site's nav change, these factors alone can cause a huge dip.
>
> -Cf
>
> Christopher Fahey
> ____________________________
> Behavior
> http://www.behaviordesign.com
> me: http://www.graphpaper.com
>
>
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