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Hi. B. Mac and Davis overhauled our Superhero Questionnaire today. I find the new version much easier to read and more mentally stimulating.

I’m in charge of the case-study, which should be ready after we accumulate a week or two of data. If you’re interested in the ‘before’ part of a before-and-after study, please keep reading.

Over the past month:

• the Questionnaire has been viewed 200 times, roughly 7 times a day.

• Average time on page (ATOP): 3 minutes. This has declined drastically. Over the past week, it’s averaging about 45 seconds. (That’s a red-flag for the appearance of formatting issues).

• 80% bounce-rate (compared to 63% site average over the same time). Over the past week, it has bounced an unacceptable 87% of readers.

  • Extenuating circumstances for an above-average bounce-rate: the people searching for questionnaires have something very specific in mind. After they look at the questionnaire, they have less incentive to read other pages than the typical reader does.

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