Exploding Topics Pages

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Case study of how the Heritage Foundation better focused its topics list, including a dramatic reduction in size.

Originally presented by Tim McGovern of the Heritage Foundation and David Hobbs of David Hobbs Consulting to J. Boye 2012 Philadelphia.

Published in: Business, Technology, Sports

Exploding Topics Pages

  1. 1. Exploding Topics Pages David Hobbs, David Hobbs Consulting Tim McGovern, The Heritage Foundation@jdavidhobbs #jboye12 @mcgovern
  2. 2. The ScenarioHeritage.org redesign and CMS migration of40k+ pages.• Improved user experience• Improved multimedia support• Built with organic search in mind• Improved search capability• Decentralized content publishing @jdavidhobbs #jboye12 @mcgovern
  3. 3. Totally Awesome, Right?!?! 1000 900 800 700 600 500 Before Redesign 400 After Redesign 300 200 100 0 # of topics@jdavidhobbs #jboye12 @mcgovern
  4. 4. Visual Daily DoubleThese pictures are search results for a specific term in Flickr. http://www.flickr.com/photos/andrewfeinberg/2331980801/ http://www.flickr.com/photos/mkrigsman/2639842018/@jdavidhobbs #jboye12 @mcgovern http://www.flickr.com/photos/brapps/2443295857/ http://www.flickr.com/photos/gingerbydesign/5595332896/
  5. 5. What is a“train wreck”? http://www.flickr.com/photos/12265809@N07/3003465703/ @jdavidhobbs #jboye12 @mcgovern
  6. 6. @jdavidhobbs #jboye12 @mcgovern
  7. 7. @jdavidhobbs #jboye12 @mcgovern
  8. 8. Reality Check What do you think?
  9. 9. Process of Improvement Gather Agree RelauncAssess Retag metrics on cull h@jdavidhobbs #jboye12 @mcgovern
  10. 10. Assess• Improvements needed: 1. Streamline topic handling process 2. Change key website functionality 3. Rationalize topics list Gather Agree on Assess Retag Relaunch metrics cull @jdavidhobbs #jboye12 @mcgovern
  11. 11. Metrics• Supply (6 metrics) – does this topic page have the right content?• Demand (4 metrics) – does the outside world care about this topic?• Core three metrics: • Last research published within last six months • Greater than 10 content items • More than 10 pageviews in last six months Gather Agree on Assess Retag Relaunch metrics cull @jdavidhobbs #jboye12 @mcgovern
  12. 12. The Ten Metrics Gather Agree on Assess Retag Relaunch metrics cull@jdavidhobbs #jboye12 @mcgovern
  13. 13. Data from Multiple Sourceshttp://bit.ly/source-inv Gather Agree on Assess Retag Relaunch metrics cull
  14. 14. Rules to Define Disposition Gather Agree on Assess Retag Relaunch metrics cull@jdavidhobbs #jboye12 @mcgovern
  15. 15. Recommendations Based on Metrics Gather Agree on Assess Retag Relaunch metrics cull@jdavidhobbs #jboye12 @mcgovern
  16. 16. Getting Buy-in• Representative per major research group • Importance of poor performance close to home• Initial Options: Drop or Keep • If keep, commitment to improve • Adjustments: archive, combine Gather Agree on Assess Retag Relaunch metrics cull @jdavidhobbs #jboye12 @mcgovern
  17. 17. Trimming the Fat1000 900 800 700 600 Before Redesign 500 After Redesign 400 After cull 300 200 100 0 # of topics
  18. 18. Topic Health Reports Gather Agree on Assess Retag Relaunch metrics cull@jdavidhobbs #jboye12 @mcgovern
  19. 19. Action oriented Dashboard • Full context of topic performance • Tied to page-level results Gather Agree on Assess Retag Relaunch metrics cull@jdavidhobbs #jboye12 @mcgovern
  20. 20. Content Submission Form Gather Agree on Assess Retag Relaunch metrics cull@jdavidhobbs #jboye12 @mcgovern
  21. 21. Careful work on redirects Gather Agree on Assess Retag Relaunch metrics cull@jdavidhobbs #jboye12 @mcgovern
  22. 22. What Would We Do Differently• Have the representatives validate the metrics used. • But have examples of severe underperformance. • Greater passion in advocating the culling.• Tighter timeline between culling and starting retagging. Keep momentum! • Is IT ready to hit the ground running? @jdavidhobbs #jboye12 @mcgovern
  23. 23. Thank You• David Hobbs o info@davidhobbsconsulting.com o @jdavidhobbs This week: $30 off Website Migration Handbook v2 (use code ‘jboye2012’) http://bit.ly/mig-30• Tim McGovern o tim.mcgovern@heritage.org o @mcgovern @jdavidhobbs #jboye12 @mcgovern

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