10 February 2007

Ajax vs. page views – web metrics vs. usability [USA Today]

Be the first to share

Ajax
At Yahoo’s finance site, stock quotes update automatically and continually, the numbers flashing green and red as prices rise and fall. Wall Street investors can easily leave a single Web page up all day.

Ajax — the software trick used on the page, Yahoo’s e-mail service and elsewhere — is enabling flashier, more convenient sites. It’s also contributing to Yahoo’s decline in page views, a yardstick long used for bragging rights and advertising sales.

“These technologies have outgrown the metrics,” said Peter Daboll, Yahoo’s chief of insights and the former chief executive of comScore Media Metrix, the measurement company that declared Yahoo second to the online hangout MySpace in page views. “It’s really important as an industry to come back down to earth and off this chest-thumping about who’s biggest.”

More important than “truckloads of page views,” Daboll said, are visitors’ loyalty and their willingness to respond to ads — qualities harder to measure. If a page updates on its own without reloading in its entirety, people may be sticking around longer than the measurements suggest.

Experts say the stubborn attachment to page views also may be keeping some sites from improving their usability.

Jakob Nielsen, a Web design expert with Nielsen Norman Group, notes that many news sites force visitors to click multiple times to read longer stories in sections, even though he would much prefer scrolling down a long story and avoiding interruptions. […]

Jesse James Garrett, the Adaptive Path president who publicly coined the “Ajax” term two years ago, suggests scrapping page views entirely.

“Page views have been a broken metric for a long time, and the industry has tried to put a good face on that,” he said. “Now a new technology has come along to force the industry to deal with the fact that page views are … not a good way of measuring audience engagement.”

Read full story

Be the first to share
23 May 2016
Experientia white paper: “Conducting clinical trials is about working with patients”
Patient-centricity is one of the defining issues facing clinical trials in the pharma industry. The past few years have seen a growing awareness by pharmaceutical companies of the importance of patient-centricity - but they have …
1 May 2016
Report: User Experience and Usability in Complex Systems
User Experience and Usability in Complex Systems Final Report 1/2015 FIMECC (Finnish Metals and Engineering Competence Cluster) November 2015, 225 pages Five years ago, some of Finland’s metals and engineering industry companies were looking for new ways to tackle …
30 April 2016
Security versus UX
Gwendolyn Betts explores how to reconcile one of the biggest challenges in interface design: security versus user experience. Betts writes that it is not uncommon for security measures to be tacked on at the end as …
8 April 2016
On the need for ethnography in user experience design
Michael Thomas of Ford Motor Company argues in a thoughtful personal piece that User Experience design is greatly enhanced by establishing classical ethnographic methods as foundational for defining the domain of design intervention. How can UX …
1 April 2016
Two appealing books by designer Robert Curedale
This morning we received two books by designer Robert Curedale (who seems to be an extremely productive writer): ​Comprehensive step-by-step Guide to Experience Maps Journey Maps - Blueprints - Empathy Maps Design Community College Inc. March 2016 400 pages Customers choose …
30 March 2016
Six more UX-related articles on PMLive
PMLiVE continues to inform us about UX approaches and developments in the pharmaceutical industry (older series of articles here): Why health psychology should inform pharma strategyv Ella Nuttall - 30 March 2016 We asked Ella to explain why …
21 March 2016
Ford’s quest to remake itself into a master of UX
Ford, bastion of the old-school American economy, is now trying to recast itself as a company built around user experience. It’s finally trying to see its cars through the customer’s eyes. It's designing for them. Ford …
15 March 2016
[Book] The Smarter Screen
The Smarter Screen: Surprising Ways to Influence and Improve Online Behavior by Shlomo Benartzi Penguin Random House October 2015, 256 pages A leading behavioral economist reveals the tools that will improve our decision making on screens Office workers spend …

We are an international experience design consultancy helping companies and organisations to innovate their products, services and processes by putting people and their experiences first.

23 May 2016
Experientia white paper: “Conducting clinical trials is about working with patients”

Patient-centricity is one of the defining issues facing clinical trials in the pharma industry. The past few years have seen a growing awareness by pharmaceutical companies of the importance of patient-centricity – but they have also illustrated that not everyone is clear on just what patient-centricity is, or how to achieve it. After using UX […]

12 April 2016
The latest on innovation in Energy Efficient Buildings: annual round-up of EU Commission projects

Every year, the Energy-efficient Buildings (EeB) Public Private Partnership (PPP) publishes the EeB PPP project review – a round-up of energy-efficiency projects that have been co-funded by two European Commission schemes. This year, the print and digital booklet design was done by Experientia, in particular by our talented visual and interaction designer Dohun Jang. Experientia […]

8 March 2016
Behavioral modeling – Shaping cultural change and behavioral evolution

One of the things we do here at Experientia that really sets us apart from other UX agencies is behavioral modeling. Our cognitive and behavioral models go beyond the standard customer journeys and personas (both useful tools, and often preliminary steps to behavioral modeling) to create frameworks that can be used to make people more […]

1 March 2016
Singapore’s main newspaper on Experientia’s design with the elderly

Arti Mulchand reports in the Straits Times, Singapore’s main newspaper, on Experientia’s “Design for Ageing Gracefully” project: Putting faces to end-users early in the design process is changing the way designers and organisations are approaching products aimed at Singapore’s growing elderly demographic. Experientia’s ethnographic study, which was commissioned by DesignSingapore Council in a collaboration with […]

18 January 2016
Experientia website completely reshaped

Experientia is pleased to announce that we’ve started 2016 with a brand new website. Experientia’s now officially 10 years old, and we decided that the best way to celebrate is by building a new website that showcases our growth – with new projects, new people in the staff, and two new locations in Lausanne and […]

1 January 2016
For when things get personal…
See all articles