A friend shared a quick fact with me today that reminded me of an
interesting phenomenon. Two quick stories: 1. My friend told me that he made
a few small changes to his site about a week ago, and today, he noticed his
page views have doubled. The first few days that the new design was live,
nothing changed. Now, he has twice the page views. 2. A few months ago, I
worked on the WordPress.com homepage, using some small tweaks to make the
Sign-up method more prominent. The first full day the change went live,
conversions went up 12%, but a week later the conversion rate had increased
by 25%. It's stayed that way ever since. I've noticed other instances like
this as well, and I'm very interested in discovering the why behind the
I think it has something to do with the trust that comes from repeat visits.
There's always been a large percentage of people who will not buy products
from an eCommerce site, for example, until they've visited the site several
times. I'm sure this mentality affects other types of sites as well. As in,
people are less prone to explore a site until they've been there at least a
couple of times, but once they have, if they like what they see, they'll
jump in. I'm guessing there are other factors as well, but I don't have any
evidence that explains causation.
So, I pose the question to the legion of expertise on this list. Have you
noticed a delay in results (positive or negative) due to design changes? If
so, how do you explain it?