Tag blogs

Gawker’s New Design Kills Traffic

When I saw the preview for the new design that was coming for the Gawker blogs (Gizmodo, Lifehacker, etc.), I immediately knew that it was going to be a tough pill for most people to swallow. I loved the old design, and thought it struck the right balance between form and function. It was readable and clean, but packed a lot information onto the page.

Well, the verdict is in, and the new design has been a short-term disaster for the sites. How bad? How about losing nearly 50% of your traffic … just by altering your design!

The takeaway seems to be that audiences develop expectations, for both content and design. Once you establish those expectations, keep meeting them. When you have repeat guests checking into your hotel, don’t move the swimming pool because you think it would look better somewhere else.