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On May 29, we replaced our old header. We recount the changes and explain some of the editing changes we’ve made along the way below.

Old Header (84% size)

New Header (May 29, 84% size)

Tweaked Header (June 1, 84% size)

This update looks minor but has actually had a statistically significant impact on viewers so far.  One: I changed Agent Orange’s quote slightly so that the joke is easier to understand.  I also changed the fonts again.  Finally, I moved the flag.  My reasoning was that the hardest text to read in my header is “FAIRLY UNBALANCED ANSWERS,” because it’s thin font.  To make it easier to read, I put it against a white stripe of the US flag rather than a red stripe.  This puts the red stripe under “PUTTING THE LAUGHTER…”, which is wider and easier to read.

I have also expanded the bubbles and turned them into ovals rather than rounded rectangles.  That makes it feel less claustrophobic, I think.

Statistical Data

One way I plan to evaluate this header change is by looking at the site’s bounce-rate and comparing it to the week immediately before the header change. Over the past week, the site has averaged a 66% bounce rate and 100 seconds per viewer, which is very similar to the lifetime of the May 1 header.

EXTREMELY PRELIMINARY RESULTS: Over June 1-2, the first two days we had the final version of the new header, our bounce-rate dropped dramatically to 56%.  On June 2, the first day that we have full statistics for the new header, we posted 54%, which is very near a record low for the site.  In a week or so, I’ll post results that are slightly more definitive.

However, I would like to unveil another form of analysis. According to Google Analytics, we’ve been getting a constant stream of searches related to our Superpower List. For example, over the past month these were four of our top six queries…

List of superpowers– 197 queries– 79% bounce rate– 98 seconds per viewer
List of super powers– 105 queries– 80% bounce rate– 84 seconds per viewer
Superpower list– 59 queries– 66% bounce rate– 205 seconds per viewer
Superpowers list– 42 queries–64% bounce rate– 165 seconds per viewer

Over the next two weeks, I will assess the effectiveness of our new header by evaluating what the retention rate on the Superpower List searches is. If the header is effective, then it should serve to retain random strangers and, ideally, lure them into our other offerings.

At the time I’m doing this update (June 3), it’s too early to draw any conclusions here.

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