Null Hypothesis
Null Hypothesis is an online publication addressing the world of science and technology to highlight all the wacky stuff out there. The site presents articles that are so far fetched the reader wouldn't believe they were true but also real research and news stories in order to educate people. The site caters for anyone around the globe who has ever laughed at, or been amazed by the world around us.
Situation
Originally, Null Hypothesis was a print periodical with a corresponding online presence. However in early 2007, they decided to focus on the online publication and stop publishing the paper based periodical. The site's core analytics such as unique visitors, page views and bounce rates were not rising at the rate required to provide a stable business.
Objective
In order to address the above issues, Forward Slash Media worked in conjunction with Null Hypothesis to define the following objectives:
- Perform ongoing social media campaigns to maximise audience size.
- Re-design the look and feel of the site to ensure visual impact.
- Modify the navigation and hierarchy of the site to increase the page views per visitor.
- Perform On-site Search Engine Optimisation to allow multiple entry points to the site.
Results
As can be seen from the following table, the campaign has been successful in an 8 fold increase in traffic, with no discernible effect on bounce rate or time on site.
| |
May 2007 |
May 2008 |
| Visits During Month |
19,500 |
159,000 |
| Page Views |
69,200 |
527,000 |
| Bounce Rate(%) |
51.6 |
52.1 |
| Average Time on Site |
2m 50secs |
2mins 45secs |