This may seem odd, but another thing to look at is the source of the
traffic. All the points around design and usability are solid and
should be addressed but there is often more to the puzzle.
If returning visitors are not looking at many pages, that is worse than
1st time visitors not looking at many pages. And look at the percentage
of returning visitors versus 1st timers.
I would be more concerned if returning visitors were not looking at many
pages versus 1st time visitors. The 1st time visitors may be coming to
your site because of a link from something like drudgereport.com and
they are coming because of a specific headline. Most likely, they are
going to look at the 1 article and go away.
But, if returning visitors are not looking at many pages.... I would
study your entry points to see where people are coming into the site and
where they go from these various points. And look at the bounce rate of
the entry pages. Are the majority of visitors entering the site at the
entry page (from bookmarks) and leaving? Are they entering at the
Business Page? The Sports Page?
If the goal of increased page views is to display more advertising
banners so that you can charge more for banner placement, you might
think about a new, more unique revenue model. Approach the situation
from the eyes of a potential advertiser versus the eyes of someone
selling banner placement.
Create a product that gives the advertiser more bang for his buck but
that is not completely dependant on page views or click thru's. Maybe a
bundle so that they get something online as well as in the newspaper.
Maybe they can sponsor a whole section of the site.
The issues facing newspapers are different than other sites. Your
competition is fierce, your content gets old by the minute and your pool
of advertisers has many alternatives. A holistic approach is needed to
insure that your advertisers get what they need as well as your
visitors.
Jost Lunstroth
www.lunstroth.com
Received on Tue Jun 10 2003 - 08:00:25 CDT
