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Prevention Magazine’s Web Redesign Causes Boost In Traffic

The site reports 3.2 million unique visitors in January 2012, a 44 percent increase year-over-year.

The decision to redesign Prevention magazine’s website and convert to a new platform is paying off for the brand, according to the magazine’s digital director, Steve Borkowski. January 2012 kicked off the year with the site’s best month in its history, with more than 3.2 million unique visitors coming, a 44 percent increase. Prevention.com had its third best day ever on January 27, with 420,324 unique visitors.
“We were really looking to improve usability, search ability and how we were structurally aggregating content around topic areas, which was not done well on the previous site,” says Borkowski. “It’s improved tremendously on the new site. From a back end point of view we took a couple of different, disparate and unconnected publishing systems and consolidated them on to Drupal. Now, all of our content types that an editor might want to publish are managed and manipulated inside one system.”
In addition to improving the back end functionality by incorporating Drupal, which has so far lead to a 20 percent increase in natural search traffic, a daily news-publishing feature was added to the redesigned site to include a news ticker running vertically down the homepage.
“We had a lot of work to do from a natural search prospective and increasing our visibility there,” he says. “We’ve also grew significantly in referring traffic and we’ve had a lot of growth from [social media site] Pinterest. We’ve really started to look at that and see how this community really works.”
The redesign included the integration Pinterest icons to the magazine’s website. In January, Prevention’s website received 161,000 visitors from Pinterest and overall the number of Pinterest referrals has more than tripled since October. The brand also fangated the Prevention Facebook page through a partnership with Buddy Media—it added sweepstakes and newsletter registration avenues to the social platform.
There has been a 20 percent increase in unique visitors through Facebook and an increase of over 790 percent in the number of unique visitors coming from Twitter. Facebook and Twitter fans and followers have double year-over-year and there has been a 600 percent increase in page views from Twitter.
Since the redesign, advertising revenue has increased 13 percent year-over-year.

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