MSN.com Reveals Its Home Renovations
Microsoft has just done a complete revamp of the MSN.com homepage with two main objectives in mind, getting their 100 million monthly visitors to spend more time and return more often, as well as optimizing the amount of Bing search traffic that comes from this site. Here is what they have done to make it happen:
- From Links to Layout – there are now 50% fewer links on the page. MSN has used this space to provide a less cluttered and clearer layout, focusing on 6 key verticals: News, Entertainment, Sports, Money, Lifestyle, and Local. Many users of the old site said that MSN.com was cluttered and outdated. This new look and feel, including a simplified logo, certainly changes that.
- Bing is Everywhere – 45% of Bing’s traffic is referred from MSN. In an effort to capitalize on this, the redesign incorporates the search engine throughout. Each section or category seems to have a Bing search box displayed in it, ready to answer any questions. MSN’s US executive producer, Scott Moore, said that the online division’s top goal is to build Bing’s share of search queries. This will see Bing integrated everywhere, in hopes that some of the 70% of MSN users that still use other search engines will change their mind.
- More Social – A new module on the homepage provides the integration of Facebook, Twitter and Windows Live. Users can view and enter status updates from this section.
- Localisation – One of the 6 main verticals of the website, the ‘Local Edition’ page allows users to view local news, weather, sports, maps, traffic, as well as a local business and service directory. It’s a one stop shop for all local information that will tap the opportunity in the “underdeveloped” local space online.
- Personalisation – As you use the site, MSN.com will learn your preferences and adapt accordingly.
The new site has only been released in the US, and will only be open to about 2% of users at first. This will then jump to 10% of users until next year, when the site will be phased in and take over all together. This is an expected but well executed move by Microsoft to match the recent Yahoo and AOL homepage overhauls. It represents a new principle of Microsoft to integrate and simplify all of their products online. Erik Jenson, corporate vice president of Microsoft, stated, “Microsoft is uniquely invested in search, media experiences and technical innovation. Combining these assets to deliver our new MSN home page is a tremendous win for customers and advertisers.”
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