New Technologies Change The Measurement Game
Loyalty and willingness to click on advertisements may be better indicators of website success than “truckloads of page views” with the increased deployment by developers of Ajax and RSS.
Dobell’s comments follow the release statistics from his former company, comScore, that MySpace has usurped Yahoo! as the busiest website in the United States by page views.
According to comScore, in December MySpace had 41 billion page views compared with Yahoo's 36 billion, down 2% from a year earlier.
Central to Dobell’s argument is that Ajax, which allows automatic page updates without the need for users to reload pages in their entirety, mean that people may be leave them on all day rather than returning for fresh news.
The attachment to page views (a modern take on the circulation and readership figures used by “old media” companies) as an advertising sales metric may also be holding back the development of some sites, according to some industry observers.
For example, the practice by most major news sites to make readers click many times to rread a full story rather than simply scrolling down the page, which many readers would prefer.
Jakob Nielsen, a Web design expert with Nielsen Norman Group, commented: "Because you are measuring the wrong things, you are driving your project in the wrong direction.
"You are not maximizing what causes value. You are maximizing the things a computer can count easily."
You can see a full copy of this article at: http://www.usatoday.com/tech/news/2007-02-10-web-measurement_x.htm
Search Engine Room
February 15, 2007
Australia's first Group Buying Summit was staged in Sydney on May 7, 2012. It was a good day with 135 delegates and lots great presentations. Speakers included:
Search Engine Room, Australia's original search event, is returning to Sydney in mid November, 2012.
Please subscribe to newsletter for event updates and if you have any queries, contact Martin Kelly.
Meanwhile, check out images from the last Search Engine Room below.