10 February 2007

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

Be the first to share
putting people first
by experientia

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
Related Article
24 February 2015
5 imperatives of user experience design in mobile health technology
David Lee Scher, MD - Owner & Director, DLS Healthcare Consulting discusses what he thinks are five important issues in achieving the ideal mobile technology user experience, specifically for those technologies hoping to enter the …
Related Article
24 February 2015
“I’m divorcing my Nest thermostat”
Kara Pernice, the Managing Director at the Nielsen Norman Group, was a proud early adopter of the unique, cool, and pretty Nest device: "It helped me save energy, and communicated to me. But things went …
Related Article
20 February 2015
[White paper] Digital assurance: Reaching a seamless customer experience
Digital Assurance: Reaching a Seamless Customer Experience by Shawndra Hill (Wharton professor of operations and information management) and Kumudha Sridharan (vice president and global head of testing services at Wipro Technologies) White paper produced by Knowledge@Wharton and …
Related Article
31 January 2015
The last-mile problem: How data science and behavioral science can work together
Analytics is typically discussed in terms of computer technology, machine learning algorithms, and big data. Behavioral nudges, on the other hand, concern human psychology. What do they have in common? Quite a bit, says James …
Related Article
31 January 2015
The startup “that helps companies fix their user experience problems”
Davey Alba explains in Wired how UserTesting runs an online panel of over 1 million testers—volunteers mostly—who can test products and other company materials on demand. : "The company has developed a way for businesses to …
Related Article
23 January 2015
Designing a user experience for wearable devices
Gradinar Razvan discusses some of the questions that UX designers will need to consider when designing for wearables. In particular, he presents the key things that designers should keep in mind when they are designing …
Related Article
21 December 2014
Why Americans care more about experiences than possessions
Leslie Bradshaw, managing parter of Made by Many, describes Americans' shifting value systems. "Young people have redefined success, and their new definition values experience over possession. The word “experience” may sound like a code word for …
Related Article
4 December 2014
There is no such thing as UX Design
Peter Merholz argues that the entire “field” of user experience emerged for one reason — to accommodate, and overcome, poor (or non-existent) product management practices. He now wants to retire the term: "'User experience design' served a …

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.

1 January 2015
Happy Playful New Year
21 December 2014
Experientia’s Twitter feed live

Experientia has now its own Twitter feed. Four months of Putting People First posts and other links have already been uploaded. If you followed Experientia on Twitter through the feed of its CEO, Mark Vanderbeeken, make sure to now also follow the company (but don’t unfollow Mark, who will keep on tweeting away). And while […]

19 December 2014
Putting People First blog redesigned

Experientia’s Putting People First blog has been redesigned. It is now entirely responsive, allows for easier browsing, searching, and filtering, and features larger images on the posts. The entire history of posts remains accessible as before. We are still tweaking things and welcome any feedback.

27 November 2014
Why the world needs anthropologists – an update

Why the world needs anthropologists – Coming out of the ivory tower Location: Padua, Italy, Centro Culturale Altinate/San Gaetano Date and time: Friday, 5 December 2014, 13:00 – 18:00 Padua, Italy, 5 December 2014 – The second edition of the international symposium of applied anthropologists attempts to erase the boundary between ‘pure’ and ‘applied’ anthropology, […]

30 October 2014
The BancoSmart ATM by Experientia for UniCredit selected for ADI Design Index

Last year Experientia designed the interface of an ATM of UniCredit, a major Italian bank. The interface is now rolled out across the bank’s ATMs in Italy, to great satisfaction of the bank and the customers alike, since interaction speed is much faster and error rates went down dramatically. Last year UniCredit and Experientia also […]

29 October 2014
Experientia at EPIC: UX transforming a financial institution

In September 2014 Experientia gave a presentation on working as UX professionals with financial institutions at the EPIC conference in New York. The paper is now available on the EPIC site in HTML and PDF versions (free registration req’d). Abstract Application of a user-centered approach rooted in ethnographic methodologies facilitates a major European bank’s transition […]

See all articles