exploding topics pages

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David Hobbs, David Hobbs Consulting Tim McGovern, The Heritage Foundation @jdavidhobbs #jboye12 @mcgovern 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.

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Page 1: Exploding Topics Pages

David Hobbs, David Hobbs Consulting Tim McGovern, The Heritage Foundation

@jdavidhobbs #jboye12 @mcgovern

Exploding Topics Pages

Page 2: Exploding Topics Pages

Heritage.org redesign and CMS migration of 40k+ pages.

• Improved user experience • Improved multimedia support • Built with organic search in mind • Improved search capability • Decentralized content publishing

@jdavidhobbs #jboye12 @mcgovern

The Scenario

Page 3: Exploding Topics Pages

@jdavidhobbs #jboye12 @mcgovern

Totally Awesome, Right?!?!

0100200300400500600700800900

1000

# of topics

Before RedesignAfter Redesign

Page 4: Exploding Topics Pages

@jdavidhobbs #jboye12 @mcgovern

These pictures are search results for a specific term in Flickr.

http://www.flickr.com/photos/andrewfeinberg/2331980801/ http://www.flickr.com/photos/mkrigsman/2639842018/

Visual Daily Double

http://www.flickr.com/photos/gingerbydesign/5595332896/ http://www.flickr.com/photos/brapps/2443295857/

Page 5: Exploding Topics Pages

@jdavidhobbs #jboye12 @mcgovern

http://www.flickr.com/photos/12265809@N07/3003465703/

What is a “train wreck”?

Page 6: Exploding Topics Pages

@jdavidhobbs #jboye12 @mcgovern

Page 7: Exploding Topics Pages

@jdavidhobbs #jboye12 @mcgovern

Page 8: Exploding Topics Pages

Reality Check What do you think?

Page 9: Exploding Topics Pages

@jdavidhobbs #jboye12 @mcgovern

Assess Gather metrics

Agree on cull Retag Relaunc

h

Process of Improvement

Page 10: Exploding Topics Pages

• Improvements needed:

1. Streamline topic handling process 2. Change key website functionality 3. Rationalize topics list

@jdavidhobbs #jboye12 @mcgovern Assess Gather

metrics Agree on

cull Retag Relaunch

Assess

Page 11: Exploding Topics Pages

• 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

@jdavidhobbs #jboye12 @mcgovern Assess Gather

metrics Agree on

cull Retag Relaunch

Metrics

Page 12: Exploding Topics Pages

@jdavidhobbs #jboye12 @mcgovern Assess Gather

metrics Agree on

cull Retag Relaunch

The Ten Metrics

Page 13: Exploding Topics Pages

Data from Multiple Sources

Assess Gather metrics

Agree on cull Retag Relaunch

http://bit.ly/source-inv

Page 14: Exploding Topics Pages

@jdavidhobbs #jboye12 @mcgovern Assess Gather

metrics Agree on

cull Retag Relaunch

Rules to Define Disposition

Page 15: Exploding Topics Pages

@jdavidhobbs #jboye12 @mcgovern Assess Gather

metrics Agree on

cull Retag Relaunch

Recommendations Based on Metrics

Page 16: Exploding Topics Pages

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

@jdavidhobbs #jboye12 @mcgovern Assess Gather

metrics Agree on

cull Retag Relaunch

Page 17: Exploding Topics Pages

Trimming the Fat

0100200300400500600700800900

1000

# of topics

Before RedesignAfter RedesignAfter cull

Page 18: Exploding Topics Pages

Topic Health Reports

@jdavidhobbs #jboye12 @mcgovern Assess Gather

metrics Agree on

cull Retag Relaunch

Page 19: Exploding Topics Pages

• Full context of topic performance

• Tied to page-level results

@jdavidhobbs #jboye12 @mcgovern Assess Gather

metrics Agree on

cull Retag Relaunch

Action oriented Dashboard

Page 20: Exploding Topics Pages

@jdavidhobbs #jboye12 @mcgovern

Content Submission Form

Assess Gather metrics

Agree on cull Retag Relaunch

Page 21: Exploding Topics Pages

Careful work on redirects

@jdavidhobbs #jboye12 @mcgovern Assess Gather

metrics Agree on

cull Retag Relaunch

Page 22: Exploding Topics Pages

• 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

What Would We Do Differently

Page 23: Exploding Topics Pages

• David Hobbs o [email protected] o @jdavidhobbs

• Tim McGovern o [email protected] o @mcgovern

@jdavidhobbs #jboye12 @mcgovern

This week: $30 off Website Migration Handbook v2 (use code ‘jboye2012’) http://bit.ly/mig-30

Thank You