exploding topics pages
DESCRIPTION
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.TRANSCRIPT
David Hobbs, David Hobbs Consulting Tim McGovern, The Heritage Foundation
@jdavidhobbs #jboye12 @mcgovern
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
@jdavidhobbs #jboye12 @mcgovern
Totally Awesome, Right?!?!
0100200300400500600700800900
1000
# of topics
Before RedesignAfter Redesign
@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/
@jdavidhobbs #jboye12 @mcgovern
http://www.flickr.com/photos/12265809@N07/3003465703/
What is a “train wreck”?
@jdavidhobbs #jboye12 @mcgovern
@jdavidhobbs #jboye12 @mcgovern
Reality Check What do you think?
@jdavidhobbs #jboye12 @mcgovern
Assess Gather metrics
Agree on cull Retag Relaunc
h
Process of Improvement
• 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
• 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
@jdavidhobbs #jboye12 @mcgovern Assess Gather
metrics Agree on
cull Retag Relaunch
The Ten Metrics
Data from Multiple Sources
Assess Gather metrics
Agree on cull Retag Relaunch
http://bit.ly/source-inv
@jdavidhobbs #jboye12 @mcgovern Assess Gather
metrics Agree on
cull Retag Relaunch
Rules to Define Disposition
@jdavidhobbs #jboye12 @mcgovern Assess Gather
metrics Agree on
cull Retag Relaunch
Recommendations Based on Metrics
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
Trimming the Fat
0100200300400500600700800900
1000
# of topics
Before RedesignAfter RedesignAfter cull
Topic Health Reports
@jdavidhobbs #jboye12 @mcgovern Assess Gather
metrics Agree on
cull Retag Relaunch
• Full context of topic performance
• Tied to page-level results
@jdavidhobbs #jboye12 @mcgovern Assess Gather
metrics Agree on
cull Retag Relaunch
Action oriented Dashboard
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Content Submission Form
Assess Gather metrics
Agree on cull Retag Relaunch
Careful work on redirects
@jdavidhobbs #jboye12 @mcgovern Assess Gather
metrics Agree on
cull Retag Relaunch
• 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
• 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