Since my large forum upgraded from vbulletin 2 to vbulletin 3.0 in the summer of 2005, I’ve scratched my head over a drop in traffic. The numbers didn’t make sense which added to the mystery.
Registrations were just as high. First time visitors were just as high. All the stats that pointed to growth and healthy community seemed to be telling me that all was fine. But my stats for page impressions had dropped about 10-20 per cent. Instead of 50,000 page views per day (or more! Sometimes over 70K!) the page impressions showing up on Google Adsense stats and in my urchin had dropped to an average of 45K. It didn’t make sense.
I had wondered if we had over-loaded the pages with too many graphics, causing the page loads to be so long for many of our guests. Might be. I haven’t received a single complaint from a member so I don’t know.
I wondered about settings and would sometimes log into my admin control panel to stare at the settings, hoping something would magically jump out at me to tell me what happened in that upgrade. I wondered about the repeat visitors and the members who weren’t coming back as often.
One setting I found to alter was the “show number of posts” per page setting. Instead of 20 posts, each page would show 10 instead. This works only on those threads that are long and I only saw a small difference. Not even worth mentioning since we don’t have a lot of threads that are long.
The upgrade gave us some great new features as we had to spend 3 months re-customizing the software to add back all the special features our commumity enjoys. One of the features our staff raved about: content from the latest reply in a thread discussion in email notification. Several times our staff discussed the concern for this feature. On occasion when we had to remove replies, that content had already gone out to the members subscribed to that thread. We had discussed removing the content for that purpose.
But it wasn’t until I read Chris Kenworthy’s post here that I realized here was one issue that could make a profound difference.
Yes, I did it. I removed the content from our email notifications. It was an easy decision based on our experience with content being sent to members we had removed as inappropriate. It was an easy decision based on the many non-geeky women who join our website as their first online experience and assume their email notification is their one reply and they wonder why they don’t receive more. It was an easy decision to encourage members to head back to the forums to read their replies (more than one) and for the discussion to continue.
I edited the “language and phrase” email body for “notify”. It was easy and can be reversed at any time.
And yes, my stats are back on track which means a climb in revenue from advertisers and an increase in forum activity. Those members returning to read their replies may reply again or start another discussion.
Consider trying this out for a while to see if you find a difference in your traffic. If you don’t, you can always put it back.
by Kathy @ HysterSisters.com