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

[Paola Kathuria]

Livia Labate wrote:
> Often I hear quotes at work about user behavior, metrics and design
> guidelines that I can't imagine where people pulled from.
> 
> "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"

This was in Jared Spool's talk at d.Construct last Friday.

The company was a large "big box" retailer which spent
$100 million on a redesign after which they experienced
a 20% loss of revenue. It took them 3 years to recover
(to the original revenue position).

The anecdote is also at http://tinyurl.com/hzavh (uie.com)

Without knowing the before/after design, there's no way
of telling if a BAD redesign was the cause of the loss in
revenue rather than just being redesigned.

There's more about Jared Spool and Peter Merholz's
d.Construct talks at:
http://pootability.wordpress.com/2007/09/08/its-an-illusion/


Paola
--
http://www.paolability.com/