kottke.org redesign by the numbers  APR 05 2012

A month ago, I launched a redesign of kottke.org. While there are still a few issues to iron out1, I am overall very happy with it so far.

If you're actually reading this on the site and not in RSS (guys, come on in from the cold, don't be shy), you'll already have noticed that I changed the "look and feel" of the site. In doing the design, I focused on three things: simplicity, the reading/viewing experience, and sharing.

Aside from those three things, one of my unstated goals with the redesign was to increase the number of people reading kottke.org2 and I had a hunch that the focus on simplicity, sharing, the reading experience would do just that. Using Google Analytics and a couple of other sources, I compared the traffic stats from the past 30 days (I didn't include the day of launch because that was an outlier day, traffic-wise) to that of the previous 30 days. Here are some of the results. (Except where noted, when I say "traffic", I mean visits.)

- Overall traffic to kottke.org was up 14%. And February was a pretty good month itself so that's a nice bump.

- As I hoped, the two areas that saw the most improvement were mobile and referral traffic. Mobile was the lowest-hanging fruit I addressed with the redesign...kottke.org's previous mobile experience sucked. It's better now. And the focus on sharing boosted referral traffic.

- Mobile traffic now accounts for 19% of kottke.org's traffic and increased by 25% over the past 30 days. iPad usage in particular shot up 40% and iPad users are spending longer on the site than they previously were. iPhone and iPod touch traffic both showed double digit percentage increases as well.

- Referral traffic now accounts for 45% of kottke.org's traffic and increased by 28% over the past 30 days. Most of this increase come from social network sharing. Traffic from Facebook increased by 45%, Facebook mobile was up 43%, Twitter increased by 6% (I already did Twitter sharing pretty well before, so not a huge jump here), and Tumblr referrals went up 125%.

- That big Tumblr increase was due to kottke.org's new Tumblr blog. Having kottke.org posts be properly rebloggable is paying off. In addition, it's got over 800 followers that are reading along in the dashboard. I'd like to see that number increase, but I'd probably need to engage a bit more on Tumblr for that to happen.

- For reference, kottke.org's Twitter account added 1000 followers over the same period, about 20% more than the previous month.

- One of the small changes I made was to stop using post titles for posting to Twitter. I had hoped that using more descriptive text would make the tweets more easily retweetable...look at this tweet for example and compare to the title of the post it links to. This hasn't really happened, which is surprising and disappointing.

- I also removed the links to the tag pages (like this and this) from the front page. I had a hunch that very few people were using those links compared to the real estate they took up and the traffic numbers bear that out...traffic to tag pages decreased only 3%.

That's enough for now...I very rarely dig into the traffic stats so it's difficult to stop when I do. That and it's rewarding when you redesign something and it actually works out the way you thought it was going to.

[1] Like this weird Safari bug that results in overlapping link text. Many people have reported this but it only happens sporadically (and usually goes away with a refresh) and I can't reproduce it or find any other sites/designers who are having the same issue. Oh, and it seems like it only happens on OS X Lion. I have no idea if it's the web fonts or something in my CSS. Anyone have any ideas?

[2] Not for $$$ reasons, although that is certainly a consideration. No, it's more that I believe there are literally millions of people out there who are not reading kottke.org that would love it. I put a lot of myself into the site, I'm proud of it, and I want people to see it. That's pretty much it. Oh, and I would also like the unlimited power that comes with millions of readers. evil cackle and cat stroking noises And the money. even more cat stroking noises And the chicks. expensive champagne cork popping noises And my kids' love and respect. surprisingly loud whining noise that you can't even believe came from someone less than 40 inches tall oh come on you just watched Wallace and Gromit for the past hour and you want more orange juice jesus come on give it a rest and now there's a surprisingly loud whining noise coming from a 38-year-old man that should know better...

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