Stop to ONE PAGE sites!
Wojciech Szymański
One page is an alternative to Power Point
How many times can you browse the same presentation?
Number of sessions
Sessions
Views
Sample ONE PAGE statistics: In most cases a page is visited once and maximum 5 times.
Number of sessions
Sessions
Standard website statistics: users return even 200 times
Views
You need to think twice before changing a normal website to ONE PAGE
Acquisition User Type Sessions
Comparison:
Behavior
% new sessions
New users
Bounce rate
Pages/ session
Wed. duration of the session
• •
August 2013 (before ONA PAGE implementation) August 2014 (after ONE PAGE implementation)
Results: % change
• • % change
* traffic analysis after rejecting hits from the campaign (after cleaning)
39% less of returning visitors 22% less of new users
Does ONE PAGE really make you watch more?
Sessions
Number of sessions
Views
Sessions
Views
By comparing two similar periods, we see more pageviews before the change to ONE PAGE (in this case, you need the appropriate Google Analytics javascript software).
Does a visitor spend more time visiting the website?
Session duration
Sessions
Comparing: • •
August 2013 (before ONE PAGE implementation) August 2014 (after ONE PAGE implementation)
Results: • •
* for ONE PAGE, data is less accurate than a standard site
ONE PAGE – you can browse faster. In summary, users browse less (see previous slides) and do it faster.
One Page is harder to position
This is what statistics look like after the change from a normal website to ONE PAGE Sessions
What has changed:
Sessions
• • • Acquisition Key word
Sessions
Behavior
% New sessions
% New users
Bounce rate
Pages / Session
Wed. duration of the session
fewer search hits by 15% increased bounce rate by 30% (meaning those who enter from Google do not even scroll screens) Users spend less time on page by 29%
More statistics
ONE PAGE describing the service
A subpage within a business website describing the same service
4 key phrases in TOP 10
20 key phrases in TOP 10
Further evidence – the best ONE PAGES and positioning
http://tobiashaeusler.de/
Zero data in SearchMetrics
Further evidence – the best ONE PAGES and positioning
http://knapsackcreative.com/
Zero data in SearchMetrics
Further evidence – the best ONE PAGES and positioning
http://kabertech.com/
Zero data in SearchMetrics
This is what site’s statistics look like – the website created just to be "pretty" Natural search engine traffic practically does not exist! Behavior
Acquisition Sessions
% new sessions
New users
Bounce rate
Pages/ session
* measured after a period in which "everyone" showed others on Facebook "what a nice website"
Wed. duration of the session
Why is this happening?
Element
One Page
Normal site
5 very simple phrases
no limits
Encouraging user to share links (link baiting campaigns)
no
yes
Providing large amount of content
no
yes
assuming no
yes
no
yes
Maximum number of key phrases
Building authority on Google by multiple subpages Collecting User Generated Content
It is possible to create "virtual" addresses, but for positioning it gives nothing (duplicant content).
You have to realize
Positioning is a big part of link building ... …. it's much easier to acquire links to blogs / manuals / news on a large website than commercial content…. …. without the content of value added (noncommercial) it is not easy to get a lot of links
…. without links there is no entries.
One page is so much harder to monitor
What are the problems?
Implementation of the java script code is difficult (this is not the usual embedded code)
If a user quickly scrolls through the page, will the java script load?
If a user clicks on the menu at the top of the page and the system navigates the page through several other views, Analytics will show the entire path (and it should not)
There are problems with accurate measurement of bounce rates and page views.
What about remarketing?
Remarketing with Google Analytics
You cannot exactly check how the user behaved, so...
…. it is not possible to determine intentions exactly, so…
…no exact remarketing is possible.
Interactive Agency & Internet Software House
e-tools tailored to your business
Ideo Sp. z o.o. Headquarters Ul. Nad Przyrwą 13 35-234 Rzeszów
Branch in Warsaw Al. Niepodległości 124/2 02-577 Warszawa
www.ideoagency.com zapytanie@ideo.pl