Note: By submitting this form, you agree to Third Door Media’s terms. We respect your privacy. Last year, Reddit announced it was undertaking its first major redesign in more than a decade.

According to the company’s CEO and co-founder, Steve Huffman, there were a variety of goals attached to the project, but chief among them was to decrease the bounce rate of first-time visitors and lift the amount of time everyone spent on the website. “Reddit grows primarily through word of mouth.

Many of us evangelize Reddit and tell people how awesome it is, what an impact it’s made in their life, how much it makes them laugh, etc., and then when those new people decide to check out Reddit for the first time they’re greeted with dystopian Craigslist. We’d like to fix that,” wrote Hoffman in a November 2017 AMA thread.

After more than a year and a half of research, testing and user input, Reddit began rolling out its new site in April of this year, and so far, the results look promising. During an interview conducted over email, the company’s VP of brand partnerships, Zubair Jandali, said Reddit is seeing three to seven times better user engagement rates with the redesigned site compared to the classic version — a lift that translates to advertising response rates as well.

“Advertising didn’t play a role in the redesign per se,” says Jandali, “but we’re seeing much stronger engagement on ads by virtue of the fact the core organic experience is more engaging.” Jandali says that Reddit approached the redesign with a distinct focus on the users’ experience and the health of Reddit’s communities — and that the company knew this focus would extend to its advertisers. Reddit’s redesign aimed to create a more modern feel and to be more consistent with what people expect of a website in 2018 — a much different styling choice than the “dystopian Craigslist” reference from Reddit’s CEO. Read more from…

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