In 2011, ninemsn’s homepage reached over 75% of the Australian population and housed some of the most valuable digital advertising spots in Australia, making it the single highest revenue-generating page in the country. Having not been redesigned for a number of years, they wanted to revamp the page in order to deliver a more relevant and intuitive experience to their audience.ninemsn.com.au
With so much content on the page and the gateway to the rest of the ninemsn network, we had to strike the right balance between capturing the audience’s attention without overwhelming them with clutter.
Design features like the left-hand column of celebrity and gossip tested well and successfully drew users down the page. Surfacing specific content at different times-of-day and day-of-week helped to increase the relevance and discoverability of content, keeping users engaged for longer. To reinforce the notion of ninemsn as the page Australians choose to start their online experience with, we also gave users the ability to pin their favourite sites to the header and customise their weather forecast.
10% increase in click-through rates
Faster page load times
Retained #1 news & entertainment site in Australia
Since its launch in August 2011, the new homepage exceeded all of the key success metrics - unique browses, time spent on the page, deeper network engagement - set out by the business and has continued to be a hit with the 2 million strong audience who visit the page each day.