Tweaks Aid AOL Traffic

NEW YORK AOL’s recently revamped home page has dialed up the stickiness factor.

Last month the Time Warner-owned portal unveiled a new home page design that allows users to gain access to nearly all their different Web communications platforms via AOL.com. Through the new interface, users are able to track and make changes to their various email and messaging accounts, as well as their social media profiles — everything from MySpace to Facebook to Twitter — all in one place.

So far, the new layout has boosted both AOL’s user base and the amount of time most users spend on the site. In October the number of unique users visiting AOL.com users spiked by 13 percent, while its page views surged by 14 percent. In addition, AOL’s total minutes figure jumped by 29 percent versus October 2007.

Besides its new third party-friendly home page, AOL’s content sites also enjoyed a strong October. According to comScore, AOL’s group of programmed sites (AOL Music, Asylum.com, etc.) collectively grew by 3 percent to 54 million unique users in November. AOL officials said that the company has rolled out more than 20 new content sites in 2008 alone, contributing to its overall audience growth.