Keeping Revver.com Fresh for Return Visitors
So one of the problems Revver has had is the "what to do about the homepage" issue. The "rating" feature has been buggy for a while. The idea of a "most watched" algorythm is great for new visitors, but is painful to the regular visitors (since it becomes a self fulfilling prophecy). And Revver hasn't yet divided its videos into content areas (funny, weird, music). That's why I created CubeBreak, but it's tough keeping it fresh without a technology back-end. The tagging on Revver is helpful, but it's not the only answer.
So here's a new approach to keeping the homepage content fresh and good:
1) Reduce the real estate on the homepage dedicated to "most watched." My guess is that a significant portion of the traffic to Revver.com is made up of repeat visitors (or at least will be). We want fresh stuff.
2) Create a fresh/popular section that would be technology driven (as opposed to the Editor's Pick), and have it based on some of the following criteria. I would change the weighting periodically so this isn't manipulated by content owners:
-What percentage of the time was the video viewed in its entirety (ad frame served)? That tells us that the video was interesting. Exclude any video under 5 or 10 seconds.
-What rating did the video get? Don't put too much stake in this because few people vote and it's easy for a content owner to drive this number up.
-How many "send to a friend" activations did the video get?
-What kind of traffic is hitting a video from outside sites? That's an indicator of good content, because other sites are syndicating it.
-How many people viewed the video in the first day or two? This tells us that there's an interesting title, subject matter or thumbnail.
3) Dedicate someone at Revver the responsibility of updating the "Editor's choice" awards daily-- and rotate the role for diversity. Archive previous ones so new people can dig back at the best, but the repeat visitors have an incentive to return to www.Revver.com to see what the editor's like.
4) Even better- do you remember when Blockbusters would have "staff picks" in a special section of the store? I loved that. Chances are you, as a customer, identified with the taste of at least one of the staff members. Give Revver employees (or content providers) a "best picks" section that they can easily update. Reward the ones that manages to attract the most traffic to their section- it means their taste is consistent with Revver viewers, and they're attracting traffic and ad clicks.
Whatya think? Blog on, bloggers.