We operate in an ever-changing landscape. New tactics and ideas are being introduced seemingly weekly. To compound this rapid change, user behavior is evolving as well. In a landscape this dynamic, remaining static is choosing to dissolve into irrelevance. It’s important to ask questions. It’s important to pay attention. It’s important to pursue deliberate, strategy-driven evolution. Here’s the part where I make my case for experimentation and analysis.
Nobody reads anything anymore. A video longer than 2:00 is too long — people won’t watch it. Pabst Blue Ribbon isn’t good beer, it’s hipster water. All these statements are generalizations informed more by the level of interest the speaker has in the subject matter than universal truth. Therefore, all these statements are also completely unfounded.
Page views are important, but are just one of many data sets that should be monitored and analyzed for insights about site performance. Taking a more holistic approach to optimization and expanding the focus beyond just search is not as daunting as it may seem. Many other important areas can see drastic improvement simply by focusing on one additional aspect: Content.
There’s much we can learn about user behavior by looking at voids in data. I call this “invisible data.” Gleaning value from invisible data requires a slight yet pivotal lens adjustment. It’s less about what people did, and more about what they didn’t do. The absence of evidence is evidence.Read More »
If you spend anytime dealing with web analytics, I’m sure you’ve heard it said that “hits” stands for “How Idiots Track Success.” Because, after all, why is a server call a measurement of success? It basically means nothing. The “hit” is a vanity metric. And it may have been the worst vanity metric of them… Read more »
In a great piece of analysis by Chris Wilson for Slate magazine, the question, “Will my video get 1 million views on YouTube?” gets the definitive answer, “No!” The chances are… well… one in a million. Here’s a better question to ask: Do you need a million views on YouTube? I’m going to propose the… Read more »