Google has been doing a bit of spring cleaning lately. First it redesigned its ad units. Now it's changed the look of the AdSense home page.
What effect have all these changes had on your revenues?
Almost none, I would think.
The new ad units are slight more attractive than the old ones. But I doubt if the new look is worth more than a click or two each month.
The revamped AdSense homepage is cleaner than the old one. But changing the back-end design isn't going to affect your front-end performance.
So why did Google put expense and effort into changing the look of its ads and its website if neither change brings measurable results?
For the same reason that occasionally, you have to redesign your website too.
The Web changes quickly. If you don't change with it -- and more importantly, if you're not seen to change with it -- users will start to feel you're giving them old information. You'll be seen to be outdated and stuck in the past. People will leave you behind and move on to the next newest thing.
They're very fickle, website users.
You shouldn't really have to change your design more than once a year, and it should need more than a tweak here and there. (You want users to see that you're still the same site that they believe and trust.) Just take a look at what some of the top sites are doing -- Are corners rounded or square this season? Are teasers marked off with dividers or allowed to flow into each other? -- and incorporate the latest fashions.
Your users will understand that your site is active and they'll recognize that you're providing up-to-date information. They'll stay with you and they'll come back to you.
And that can bring measurable front-end results.
It's Del.icio.us!
Furl It!
May 15, 2007 03:20 PM
Joel--I'm entering (and winning) your Next Internet Millionaire contest! When is the deadline for entries?
Yeehah!
Thank you.
Gwen