Four design principles that are taught to you by a fascinating website

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Every day at work, I allow myself a few times to relax. Tumblr and Gawke appeal to me like the temptation of sweets for children.

There is a website I will never miss, that is the Daily Mail Online version of Mail Online. The online version of the British tabloid is rife with stories of celebrity gossip and immoral news. Of course, this media attracts more than me. Currently, Mail Online has surpassed other online media, such as The New York Times and the Guardian, in terms of independent access to users. Last year's revenue reached $40 million trillion, a 500% increase from 2008. I often think about the powerful magic of a site that is neither very beautiful nor well known for its deep coverage. Some analysts point out that Mail online has broken any of the textbooks on web design principles. But the flow of the site also shows that the design is not unreasonable.

What's the reason for us to log in again and again? View message? This issue is partly answered this week. The British Design Consortium BRAND42, the Design Institute for Mail Online, won the British Design Award, a prize designed to be awarded to those design works that have been hugely successful. By contacting the designer, I was excited to learn about the success of this design, with four of the most basic success factors:

The longer the home page the better, never allow ads to appear

BRAND42 first introduced the traditional website design to the prominent position and the insignificant position processing, as well as many news websites adopt the design pattern. They say that the home page of Mail Online is very long, and it even needs to scroll down for a long time to see all the content. The design pattern that is adopted here is the more the better, which is to place as many content as possible on the homepage. Brand42 Another unusual move is to remove all ads on the home page and double the amount of advertising on other pages of the site.

Like a maze without an end

The sidebar for each article on Mail online has an average of 70 reports, each with its own picture. When readers read a story, sidebar tidbits are like anchors that draw readers to another story. "We have created a unique information structure to provide readers with more access and information channels." The BRAND42 team wrote. The size and proportions of the sidebar are tested repeatedly by the line of sight tracking technology, allowing the design team to design according to the reader's average reading speed. Based on this data, BRAND42 also created a search engine optimization template, with these templates, editors can easily publish links to prevent the emergence of dead links. Currently, more than half of the page readings on Mail online are not from the home page, but are available through cross click between pages.

Well, the traditional classification method is also necessary.

Mail Online publishes hundreds of reports a day, which means that Brand42 needs to find a way to integrate and classify. Just for a few minutes, you'll find that it's covered by women's columns, technology, and other topics. This classification prevents readers from "getting lost" in a large number of reports. "It just gives the site a new form of presentation, but it gives the reader a clear idea of what it is reading." Brand42 explained.

Win a woman, you win the flow.

We have long known that the flow of women from female users than men, Mail online is also precisely the use of this fact. If you look at the home page, you will find that a lot of pictures are catering to women, or women are interested in things, that is celebrity gossip, beauty and family. According to the survey, the site's female channel than any British beauty and fashion site, even as the "Marie Claire", "Cosmo" such as the top international fashion magazine to be beaten

In general, the success of Mail online did not use how many novel means, are some of the successful network publishing strategy, but the face code in proportion to enlarge a few orders of magnitude.