Before I get into the numbers, I want to announce a decision I made this week. I've always considered myself a writer above all else. Yet these days, I do less and less of it, and it's been driving me to dispair. But as Daily Kos grows, administrative responsibilities take their toll -- not just taking away time to write, but also time to obsessively follow the news cycle in a way that allows me to intelligently cover my pet issues.
Right now, we're in the midst of the largest expansion in Daily Kos history. We'll be launching several new initiatives in the next three months, and that requires staffing up and making the deals (sponsorships, advertising, partnerships, cashing George Soros checks, etc) that make that expansion possible. In fact, we fully expect to double our headcount by the end of the year (we're at 11 plus several contractors right now), and that puts a serious strain on what is still (and will remain, mostly) a distributed workforce already spread across a half dozen states.
Then there's the redesigned, reengineered site. I've immersed myself in it completely, and already have dozens of usability tweaks on my personal wish list. Beta testers might remember the pre-live-site Publication Manager. It was a mess. But we had time to clean it up, and now it's almost there (I sent over a batch of changes to the developers this morning that should make it near-perfect). Well, there's still a ton of places where the user interface is a mess, or at least sub-par. You know it, and I know it. So I will be dedicating a ton of my time on making what is already the best community platform on the web even better.
Almost all these changes are based on either your suggestions, or feedback on where you are having problems, so I will continue to listen to your constructive criticism and watch how you use the site. Remember, if you have site feedback, diary it and tag id "DK4". I read everything under that tag.
Doing all that takes a ton of time, and has made it impossible for me to write about politics. So instead of feeling guilty about it every day, I've made the decision to cut back from almost all political writing for the next six months. That should give me time to handle the administrative challenges ahead and fine tune DK4 to where I'm completely happy with it. Then, I can get back to doing what I love most -- writing -- just as the 2012 election cycle is fully engaged.
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With that out of the way, let's look at what the stats say about the DK4 transition.
My biggest fear pre-transition was alienating enough of you guys that the site's traffic would suffer a hit. Just look at what happened to two high-profile sites after big redesigns:
Digg (monthly unique visitors):
![Digg Quantcast numbers](http://library.vu.edu.pk/cgi-bin/nph-proxy.cgi/000100A/http/web.archive.org/web/20110317130628im_/http:/=2fimages1.dailykos.com/i/user/3/Digg_Quantcast.gif)
Gawker (weekly unique visitors):
![Gawker Quantcast numbers](http://library.vu.edu.pk/cgi-bin/nph-proxy.cgi/000100A/http/web.archive.org/web/20110317130628im_/http:/=2fimages1.dailykos.com/i/user/3/Gawker_Quantcast.gif)
Digg lost almost half of its traffic when it transitioned to its very own Digg 4. Gawker launched its big redesign just before we did ours, and you can see that it also lost half its unique visitors. Let me tell you, when you're in the midst of your own redesign, numbers like that are terrifying. And of course, every critic on Daily Kos was predicting that the same would happen if I had the temerity to follow through on the new site.
I forged ahead anyway, and it's been two full weeks. I'm not about to declare Mission Accomplished just yet, but the early numbers are VERY encouraging:
VISITORS
Daily Kos (weekly unique visitors):
![Daily Kos Quantcast numbers](http://library.vu.edu.pk/cgi-bin/nph-proxy.cgi/000100A/http/web.archive.org/web/20110317130628im_/http:/=2fimages2.dailykos.com/i/user/3/DailyKos_Quantcast.gif)
That "V" in the middle was the Saturday the site was down for the transition. That spike afterward was based on the news cycle (the Wisconsin protests and the HB Gary scandal). Other than that, we've had ... steady traffic. No systemic collapse. (That drop at the end is low Saturday traffic. It'll pick back up Monday). We may have even gotten a bit of a boost, though I'm going to credit Wisconsin for that. Bottom line, we didn't suffer a Digg- or Gawker-style collapse. The Daily Kos audience stuck with the site.
Now that's unique users. But a unique user may visit several times a day. And we're finding that on that front, people are coming by the site more often:
![Daily Kos Sitemeter numbers](http://library.vu.edu.pk/cgi-bin/nph-proxy.cgi/000100A/http/web.archive.org/web/20110317130628im_/http:/=2fimages1.dailykos.com/i/user/3/DailyKos_Sitemeter.gif)
Now a caveat -- the chart above is from Sitemeter, which is a different analytics tool than Quantcast. And the various analytics tools are usually a bit off from each other. It's kind of like two different pollsters covering the same race -- you wouldn't try to build trendlines from the two different pollsters, but you can compare trendlines from each pollster individually. In this case, Sitemeter shows that visits to the site are significantly up since the launch (the yellow bar), and that people are clicking around more when they visit the site (the red bar).
PAGE VIEWS
As you can see above, the site pageviews are significantly higher -- something Quantcast also confirms. "But," the critics will retort, "that's because people have to click around more to find things!" Our internal analytics tool (Google Analytics) doesn't bear that out. People are actually reading more material on the site. You'll have to trust me on that one, since there's no way to give you access to those analytics, but if we take a look where people are clicking, it's stories.
What IS changing is HOW people view the site.
- Since DK4 went live two weeks ago, site pageviews are up 10.27% from the previous two weeks. Per our internal Google Analytics.
- The homepage is up 1.1% -- from 4,082,340 pageviews to 4,123,431 pageviews.
- The Diaries page is up ... 928% -- from 13,118 to 134,863 pageviews.
- There is significant traffic to pages that didn't even exist before -- such as the People, Tags, and Groups sections.
We'll be digging into the numbers even deeper over the coming weeks, and I'll share what we put together. For example, I want to see how traffic to user-generated diaries compares before and after the transition. Eyeballing it, the difference is pretty big. But we'll soon put together something more concrete for you guys.
ENGAGEMENT
Here is where new site shines. And here's where we can best disprove the notion that the extra pageviews stem from lost souls wandering a confusing site. These comparisons are from the weeks of 2/5-11 and 2/19-25. That is the week immediately preceding the changeover, and last week.
2/5-11 2/19-25
Diaries 967 1,970
Comments 86,145 98,365
Diary recs 40,602 74,400
Comment recs 529,250 611,522
Night and day. The new architecture is certainly more diarist friendly -- part of my rationale for the new site:
So in short, what I wanted was a site that:
1) Made it easier for content to be found
2) Made it easier for good content to rise to the top
3) Made it easier to retain good content for future reference; and
4) Made it easier for good writers to make Daily Kos their blogging home, tapping into its large community.
Not only are diarists producing more material, but the community has kept pace with diary recommendations, which means that those extra diaries are being read. Which leads me to my favorite statistics of all:
2/5-11 2/19-25
Distinct authors
with diaries tagged 105 178
"Recommended"
Pretty cool, huh? There are so many new ways of finding great stuff. Whether it's the stream, or beefy Diaries page, or kick-ass tags, or the Rescue Rangers, I dare anyone to still claim that they can't find "serendipity" on Daily Kos. I suspect that's why a majority of users are positive on the new site. The naysayers are whittling away.
Everyone is still getting adjusted on the site, and site usage patterns should evolve some more before settling down. Furthermore, as I said at the top, I've made refining this platform my top priority over the next six months. It's only going to get better -- easier to use, with kick ass new features to bolster existing functionality. Just wait to you see what I have in store for groups! (ETA? Two weeks, I'm guessing.)
The tech team is close to solving the insidious cache bug that is behind 70% of site problems. After that is fixed, they'll fix the mojo, which is currently broken. Sometimes it works, sometimes it doesn't, and sometimes it works wrong. They're hoping those two big bugs are fixed by the end of this coming week. After that, it's time to smooth out the rough edges, and I can't wait to get started on that.
One final bit of good metrics? More people are accessing the registration page -- from 10,318 to 17,187 pageviews the two weeks before the changeover, compared to the two weeks after. The new site just BEGS people to register and engage.
We are at the start of something great here. We avoided the Digg and Gawker cataclysms and are close to stabilizing the new platform. Seriously -- the worst is behind us and we lived to tell the tale.
p.s. Mobile site? It should arrive any moment now. I was hoping we'd get it Friday, but a few last-minute bugs are holding it up.