|by David Dickinson, Online Manager at Wisconsin Public Television|
|2010 vs. 2011 vs. today|
We're focused on prioritizing the audience experience. We want to position our site as a content destination rather than just schedule information. Enticing users to watch great local video alongside national programming is a major component of our approach.
Another key for us has been to ensure we're more consistent not only across the materials we produce, but more consistent with the PBS Explorer branding as well.
|Identifying what was effective and what was not|
Our most recent design cut the number of clicks down to 55, in addition to dramatically simplifying the site navigation. We've moved to a new content management system that makes page updates much less painful. We've significantly increased the prominence of our social media and blog content.
What have the results looked like? Since launch, we've cut our bounce rate for the homepage in half. Compared to the same period in 2011, the amount of time users spend on the site is up 112%. These are two of the eight numbers we track to measure our overall website strategy success, so we've been very happy to see the impact.