Martin Colbert
Angela Boodoo
ABSTRACT
This case study explores the effects of written online content on user engagement, and describes the challenges of conducting experiments on live web sites. It compares two versions of a website about bicycle maintenance and repair. One version complied with the guidelines for written online content in "Letting Go of the Words" (Redish, 2007), the other version did not. Web metrics suggested visitors were more engaged with the guideline-compliant version in some respects. Visitors appeared to spend longer on the compliant site, and were more likely to revisit the compliant site, but they were not tempted to explore it further. Conducting this traffic study presented several challenges - notably, how to profile visitors, and how to demonstrate statistical significance.
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Index Terms
- Does 'Letting Go of the Words' Increase Engagement: a traffic study
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