Back in July, Yahoo premiered the latest version of their homepage. The two biggest differences were the ability to personalize apps to add content to the homepage, and ditching dozens of links to less popular Yahoo services. And after three months, Yahoo’s ready to report their progress: time spent on their homepage is up 20%.
Speaking at Yahoo’s annual Analyst Day today, senior vice president Tapan Bhat also reported that pageviews were up 9%. By Yahoo’s measures, the redesign is a success—they were going for greater user engagement (what Bhat dubbed “PageYield”).
The big changes—specifically personalization, but streamlining the links probably helped—contributed directly to the increased engagement. The personalized widgets in the page were well received by Yahoo-ers. Says TechCrunch:
According to Yahoo consumer surveys, 75 percent of users love the applications area and 40 percent are using between 6 to 11 apps. Usage of that feature is up 8 percent over the past three months.
And that’s not the only good news: the “Today” module, showing targeted top headlines, sees click-through rates of 76%, while the ad on the homepage has seen a 10% CTR increase. However, the reduced number of ads on the page is still going to hurt Yahoo’s bottom line.
What do you think? Are these measures accurate ways to count user engagement? Is the redesign a success?