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Website Navigation’s First Priority is Prominence

Site navigation gets the same benefit from prominence as advertising, content, functionality or any other element on a site.

The more prominent the site navigation, the more likely people will click on the links.

Prominence increases or decreases in navigation with a few simple design techniques: (more…)

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How to Archive Website for More Audience

Website archiveSite publishers often don’t think about how to archive a website because they are too busy with other priorities.

Content is more than just publishing. It also requires management from the first word on the page to months and even years after the content goes on the site.

Content management requires thinking like an editor but also like a librarian. Over time, medium and large sites often acquire a massive amount of material. Much of it simply won’t fit on the homepage of the site or any other index page.

If the older content becomes so buried that no one can find it, a great opportunity is lost. Building a website archive of content also will build a much bigger audience. (more…)

Website Navigation Design Requires 3 Main Tactics

Basic web designWebsite navigation design largely comes down to three tactics.

  1. Put the main navigation at the top of the page, on the left side or via a combination of both.
  2. Provide subcategories in the navigation on every page of the site or put them only within each specific section.
  3. Decide whether to use an expandable navigation with javascript or similar technique.

What looks like the best design may not provide the best functionality and user response. It may look good, but if a user doesn’t want to click on anything in a multi-tiered dropdown menu, there isn’t any justification for adding all of the needed code.

So any design should include the ability to track the clicks in analytic software to see the results. From those results, the people responsible for the site can make adjustments to the site navigation.

(more…)

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Increase Page Usability with 7 Steps

Page usability is a goal as important as audience and revenue growth.

The three goals are closely connected.

Increasing page usability leads to higher pages per visit and return visits. Higher pages per visit and return visits will produce more ad inventory, which then leads to more revenue.

Various studies have shown that page speed and clutter are the two biggest criticisms that users have about Web sites. Google in particular places heavy emphasis on the importance of page speed as a ranking factor.

It stands to reason that making a page faster and simpler are the two most important recommendations on our list. (more…)

Change Content Management System with Extreme Caution

Content management systemsChanging a site’s content management system is the path to greater online glory or the path to online obscurity.

The decision to change a CMS brings with it a high risk of major problems that could result in a large decline in site audience and revenue.

The decision to change may be valid and even simple. The reasons include:

  • High licensing costs with the current CMS
  • Poor customer service from its vendor
  • The vendor went bankrupt
  • Another system has more appeal
  • A new publisher or manager simply likes something else they used at a previous job (which happens fairly often)

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Analytics Event Tracking Improves Site Navigation

Analytics event tracking can make a major impact on audience metrics such as page views, time on site and even return visits.

One great way to use it is by applying it to site navigation to see which links generate clicks and which don’t.

Poor navigation leads to frustration and the inability to find what the user wants.

Why would they come back after such an experience?

Guessing at what goes into a main navigation bar is a sure path to getting decent pages per visit through pure luck or getting low pages per visit because the guesses were wrong. (more…)

Increase Page Views to Build Ad Inventory and Revenue

One of the most fundamental metrics of online publishing has been buried by social media, SEO, email marketing and a host of other hot online topics.

peeping-tom-316125_1280It also is key to increasing ad inventory and revenue. Even better, it’s a great way to judge site quality.

Increasing page views has been critically important to a Web site’s success going back as far in the online environment as some of us can remember.

The page view is one of the most important metrics in analytics software, starting with Google Analytics, the largest provider of such software.

(more…)


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