I just read a blog post by Evan Williams, founder of Blogger entitled Pageviews are Obsolete where he writes

But it's this pageviews part that I think needs to be more seriously questioned. (This is not an argument that Blogger is as popular as MySpace—it's not.) Pageview counts are as suseptible as hit counts to site design decisions that have nothing to do with actual usage. As Mike Davidson brilliantly analyzed in April, part of the reason MySpace drives such an amazing number of pageviews is because their site design is so terrible.

As Mike writes: "Here's a sobering thought: If the operators of MySpace cleaned up the site and followed modern interface and web application principles tomorrow, here's what the graph would look like:"



Mike assumes a certain amount of Ajax would be involved in this more-modern MySpace interface, which is part of the reason for the pageview drop. And, as the Kiko guys wrote in their eBay posting, their pageview numbers were misleading because the site was built with Ajax. (Note: It's really easy to track Ajax actions in Google Analytics for your own edification.)

I've seen a lot of people repeat these claims about MySpace's poor design leading to increased page views. After taking a glance at the average number of page views per user on Alexa for MySpace (38.4 pageviews a day) and comparing it with competing sites such as FaceBook (28.2 pageviews a day), Bebo (31 pageviews a day) and Orkut (38.6 pageviews a day), their numbers don't seem out of the ordinary to me especially if you factor in the sites popularity.

Recently my girlfriend created a MySpace profile and a space on Windows Live Spaces which led me to consider the differences between how both sites are organized. After talking to her for a while about her experiences on both sites it became clear to me that there were fundamental differences in how the sites were expected to be used. Windows Live Spaces concentrates a lot on content creation and sharing that content with people you know (primarily your Windows Live Messenger buddies). On the other hand, MySpace is organized a lot around getting you to "people watch" and explore different user profiles and spaces. Comparing the experience after signing into both services is illuminating.

Anyway, the key observation here is that social networking sites such as MySpace are page view generating engines. Whereas blogging sites such as Blogger and to a lesser extent Windows Live Spaces are less about encouraging people to browse and explore other users on the site and are more about a single user creating content or other users consuming content from a single user. Go ahead and compare both of my girlfriend's spaces and see which one encourages you to click on other users more and which one is more about the owner of the site sharing their [written or digital media] content with you. 

Think about that the next time you hear someone say MySpace gets a lot of page views because they don't use AJAX.