What not to measure

A quick reminder from Gerry McGovern about why judging your website by the number of visits you get is not a particularly clever thing to do.

He points out that by chasing more and more visits and page views, you're in danger of developing a bloated and difficult-to-use website.

Instead of producing the minimum amount of content necessary to help your customers complete tasks, the Cult of Volume encourages you to publish more and more pages. The Cult of Volume says never remove a page even if it's out of date. The Cult of Volume says don't simplify a task path, because the more steps the more volume.

We manage what we can easily measure - article by Gerry McGovern