Does Adding Responsive Design to a Professional Medical Website Result in a Change in Rate of Mobile Access?
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Abstract
Background: NEJM Group has observed a trend of increasing access by mobile devices, measured both in absolute terms and as a percentage of mobile visits to all visits to our websites. We sought to determine whether migration to a platform with responsive design was associated with a change in rate of mobile access.
Study design: Before/after design with 6 months of leading data compared with 3 months of post-migration data available by the time of presentation. Control comparison is made to the website of the New England Journal of Medicine at nejm.org.
Methods: Data on the “before†phase was obtained from August 2012 through January 2013 including total visitors, visits, visits from mobile device by mobile platform and other web analytics for each site. Ratio of mobile visits to total visits was calculated across the time period and best-fit linear equation and correlation coefficient were determined. Control comparison was made of jwatch.org mobile access to nejm.org mobile access and best-fit equation and correlation coefficient of this ratio-of-ratios was calculated. If the ratios of visits to each site changed over time, but by precisely the same amounts, we would expect the slope of the comparison be zero.
Comparison to post-launch of jwatch.org with responsive design will be made after the new website is deployed. We should have 3 months of data upon which to base comparison.
Results: NEJM Journal Watch has a higher baseline rate of percentage mobile access than NEJM. During the 6 month “before†period both websites experienced increased ratios of mobile visits; NEJM Journal Watch 23% to 26.3% and NEJM 13.1% to 15.7%. Rate of increase for NEJM Journal Watch was slightly higher with slope of best-fit equation 0.72 and NEJM 0.53. Ratio of ratios demonstrated minimal variance between the two sites in the “before†period with slope 0.01 and R2 0.63.
We will compare this baseline before data with post-launch figures.
Conclusion: Standby for the data to tell us if addition of responsive design to the jwatch.org website is associated with a change in ratio of mobile usage! We will discuss the implications of the trend for a professional medical website.
Study design: Before/after design with 6 months of leading data compared with 3 months of post-migration data available by the time of presentation. Control comparison is made to the website of the New England Journal of Medicine at nejm.org.
Methods: Data on the “before†phase was obtained from August 2012 through January 2013 including total visitors, visits, visits from mobile device by mobile platform and other web analytics for each site. Ratio of mobile visits to total visits was calculated across the time period and best-fit linear equation and correlation coefficient were determined. Control comparison was made of jwatch.org mobile access to nejm.org mobile access and best-fit equation and correlation coefficient of this ratio-of-ratios was calculated. If the ratios of visits to each site changed over time, but by precisely the same amounts, we would expect the slope of the comparison be zero.
Comparison to post-launch of jwatch.org with responsive design will be made after the new website is deployed. We should have 3 months of data upon which to base comparison.
Results: NEJM Journal Watch has a higher baseline rate of percentage mobile access than NEJM. During the 6 month “before†period both websites experienced increased ratios of mobile visits; NEJM Journal Watch 23% to 26.3% and NEJM 13.1% to 15.7%. Rate of increase for NEJM Journal Watch was slightly higher with slope of best-fit equation 0.72 and NEJM 0.53. Ratio of ratios demonstrated minimal variance between the two sites in the “before†period with slope 0.01 and R2 0.63.
We will compare this baseline before data with post-launch figures.
Conclusion: Standby for the data to tell us if addition of responsive design to the jwatch.org website is associated with a change in ratio of mobile usage! We will discuss the implications of the trend for a professional medical website.
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