Looking after my vital statistics by James Morley - Culture24 Lets Get Real conference
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Failing Forwards case study presented by James Morley (Kew) at Culture24's Let's Get Real conference 2011: How to Evaluate Success Online?
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Looking after my vital statistics by James Morley - Culture24 Lets Get Real conference
Editor's Notes
- Relaunched October 2009 Complete new site architecture, back-end infrastructure, design and features & functionality 4m visits and 15m page views per year We don’t feel we were doing to badly, but were also investing a lot of effort in SEO for the first time, which could have been un-done Implementing a new site structure, design and navigation is always a risk
- 10 pages account for 33% of traffic, yet there are 577,000 different urls reported Mapping can only be done manually, although you can be clever (e.g. catch-alls) 100s of new 301s set up
- Accept it won’t all work fine! 404 page still accounts for >3,000 page views per month, or about 0.4% of all traffic – c. 30 th most ‘popular’ page! Visits to this ‘page’ are unique Bounce rate has been reduced due to new features on page e.g. Predicted pages based on search.
- Really hard to get accurate picture when so many factors at play – seasonal, wider web trends etc Secondary benefits – now the 404 reports are simply used to spot errors! Was it worth it? Yes!
- Be prepared – predict problems and make sure you can spot them Keep it real – no need to set up a redirect for an old page that gets three hits a year Be intelligent – if a government page has a link to some buried policy document, it might be quite important; and don’t be lazy and set up catch-all redirects that will keep your 404s down but have absolutely no value to your users, or even SEO